Strategi Komunikasi PAUD Al-Batrisiyah dalam Meningkatkan Brand Image Lembaga

Atri Mutia Gantini (Universitas Esa Unggul)
Abdul Malik Siregar (Universitas Esa Unggul)

Edutik : Jurnal Pendidikan Teknologi Informasi dan Komunikasi
Vol. 6 No. 5 (2026): EduTIK : Oktober 2026

ABSTRAK Tujuan penelitian ini adalah untuk menganalisis strategi komunikasi PAUD Al‑Batrisiya dalam upaya meningkatkan brand image lembaga. Penelitian menggunakan pendekatan kualitatif dengan paradigma konstruktivis dan metode studi kasus tunggal holistik pada PAUD Al-Batrisiya. Data diperoleh melalui wawancara mendalam, observasi partisipatif, dan dokumentasi, dengan informan yang meliputi kepala yayasan, kepala sekolah, guru, wali murid, dan tokoh masyarakat. Keabsahan data dilakukan melalui triangulasi, sedangkan analisis data meliputi pengumpulan data, reduksi data, penyajian data, serta penarikan kesimpulan dan verifikasi. Berdasarkan hasil penelitian ini, dapat disimpulkan bahwa strategi komunikasi PAUD Al-Batrisiya dalam meningkatkan brand image tidak hanya dilakukan melalui promosi, tetapi juga melalui kesesuaian antara identitas lembaga dan pengalaman nyata yang dirasakan masyarakat. Program unggulan seperti hafalan Asmaul Husna, kegiatan seni, dan pendidikan gratis bagi anak yatim berkontribusi dalam membentuk citra positif lembaga melalui pengalaman langsung dan penyebaran informasi dari mulut ke mulut di lingkungan masyarakat. Temuan ini sejalan dengan Teori Corporate Brand Image dan Relationship Management, yang menunjukkan bahwa citra lembaga terbentuk melalui konsistensi identitas, pengalaman, kepercayaan, kepuasan, serta hubungan yang terjalin antara lembaga dan publik. Pemanfaatan media sosial TikTok turut memperluas jangkauan citra lembaga kepada masyarakat yang belum memiliki pengalaman langsung dengan PAUD Al-Batrisiya.  ABSTRACT  The purpose of this study is to analyse the communication strategies of PAUD Al-Batrisiya in an effort to enhance the institution’s brand image. This study employs a qualitative approach with a constructivist paradigm and a holistic single-case study method conducted at PAUD Al-Batrisiya. Data were obtained through in-depth interviews, participant observation, and documentation, involving informants consisting of the foundation head, school principal, teachers, parents, and community leaders. Data validity was ensured through triangulation, while data analysis consisted of data collection, data reduction, data display, and conclusion drawing and verification. The findings indicate that PAUD Al-Batrisiya’s communication strategies for enhancing its brand image are implemented not only through promotional activities but also through the alignment between the institution’s identity and the actual experiences perceived by the community. Signature programmes, such as memorisation of Asmaul Husna, arts activities, and free education for orphans, contribute to building a positive institutional image through direct experiences and word-of-mouth communication within the community. These findings are consistent with the Corporate Brand Image and Relationship Management theories, which demonstrate that an institution’s image is shaped by consistency of identity, experiences, trust, satisfaction, and relationships established between the institution and its publics. The use of TikTok social media also helps expand the institution’s image to members of the community who have not had direct experience with PAUD Al-Batrisiya.