Strategic Leadership of Madrasah Principals in Enhancing Institutional Attractiveness for Prospective Students

Alam Apriansyah (Universitas Islam Internasional Darullughah Wadda’wah, Pasuruan)

Vidya: Journal of Educational Research
Vol. 1 No. 1 (2026): March

Purpose – This study aims to examine the strategic leadership of madrasah principals in enhancing institutional attractiveness for prospective students. It addresses how madrasahs strengthen competitiveness through educational quality, flagship programs, branding, digital communication, parental trust, and community engagement while maintaining their Islamic identity. Design/methods/approach – This study employed a qualitative approach with a case study design. Data were collected through in-depth interviews, observation, documentation, and focus group discussions involving madrasah principals, teachers, school committee representatives, and parents. The data were analyzed using thematic analysis through data organization, reduction, coding, theme development, and interpretation. Source and technique triangulation were applied to strengthen the credibility of the findings. Findings – The findings show that madrasah principals enhanced institutional attractiveness through integrated strategic leadership practices. These included improving learning quality, developing flagship programs such as tahfidz, language development, science and technology activities, and entrepreneurship, strengthening madrasah branding, using digital communication, building parental trust, and expanding community engagement. Supporting factors included leadership commitment, teacher participation, positive school culture, foundation support, and community trust, while inhibiting factors included budget constraints, resistance to change, infrastructure limitations, school competition, and negative stereotypes about madrasahs. Research implications/limitations – This study implies that madrasah principals need strategic, collaborative, and value-based leadership to attract prospective students. However, it is limited to a qualitative case study and does not measure the impact of leadership strategies on enrollment growth. Originality/value – This study links strategic leadership, institutional attractiveness, educational marketing, parental trust, and Islamic education management.