BRANDING IMAGE LEMBAGA PENDIDIKAN ANAK USIA DINI DALAM MENGHADAPI PERSAINGAN GLOBAL

Abstract

This research discusses how the branding image of early childhood education institutions in facing global competition. Along with the times, the tighter competition between educational institutions, educational institutions are required to have competitiveness so that they remain in demand by the community. The Central Bureau of Statistics has issued the 2023 Indonesia Statistics Report which among other things records the number of schools in Indonesia. Based on The Central Bureau of Statistics data, there are 399,376 school units in Indonesia in the 2022/2023 school year. Competition in the world of education has become unstoppable, many educational institutions have been abandoned by their customers, so in recent years there have been many mergers in several educational institutions. One of the things that must be considered by schools is school branding, which is an effort made by schools so that their schools are known, remembered and appreciated by the community. This study used descriptive qualitative research methods with purposive techniques. To analyze the data, researchers used qualitative data analysis interactive models of Matthew B. Milles A. Huberman and Johnny Saldana's thinking, namely data condentation, data display, and conclusion drawing/verification. The results of this study show that school branding is very necessary in creating a positive image of educational institutions, so that a sense of empathy and awareness of the existence of these educational institutions arises. Things that can be done in branding schools include improving teacher competence, participating in various events and competitions, and taking part in community activities.