Pengembangan Model Islamic Brand Management untuk Meningkatkan Brand Image Program Studi Ekonomi Syariah Universitas Siliwangi

Niningtyas Rahayuningsih; Wahyudi Cakraningrat; Indah Yunita Tri Wulandari

doi:10.69693/ijim.v4i3.2395

Authors

Niningtyas Rahayuningsih Universitas Siliwangi
Wahyudi Cakraningrat UIN Sayyid Ali Rahmatullah Tulungagung
Indah Yunita Tri Wulandari UIN Sayyid Ali Rahmatullah Tulungagung

DOI:

https://doi.org/10.69693/ijim.v4i3.2395

Keywords:

Islamic Brand Management, Brand Image, Program Studi Ekonomi Syariah, Pengembangan Model

Abstract

Persaingan antarprogram studi di perguruan tinggi menuntut pengelolaan merek yang mampu membangun citra positif dan memperkuat daya saing. Program Studi Ekonomi Syariah Universitas Siliwangi memerlukan model pengelolaan merek yang mengintegrasikan strategi branding dengan nilai-nilai Islam sebagai identitas program studi. Penelitian ini bertujuan mengembangkan model Islamic Brand Management untuk meningkatkan brand image Program Studi Ekonomi Syariah Universitas Siliwangi. Penelitian menggunakan pendekatan Research and Development dengan model Analysis, Design, Development, Implementation, and Evaluation. Data dikumpulkan melalui wawancara, observasi, dokumentasi, dan angket validasi. Pengembangan model mencakup analisis kebutuhan, perancangan, pengembangan, validasi ahli, penyusunan penerapan, dan evaluasi model. Validasi dilakukan oleh empat ahli untuk menilai relevansi konsep, kesesuaian nilai Islam, kelengkapan komponen, kejelasan hubungan antarkomponen, dan keterterapan model. Hasil penelitian menghasilkan model Islamic Brand Management yang terdiri atas Islamic Identity, Islamic Academic Quality, Islamic Digital Branding, Stakeholder Engagement, dan Islamic Brand Experience. Hasil validasi menunjukkan tingkat kelayakan sebesar 97,10%, sehingga model termasuk kategori sangat layak dengan revisi kecil. Model menempatkan nilai Islam sebagai fondasi yang mengintegrasikan kualitas akademik, komunikasi digital, keterlibatan pemangku kepentingan, dan pengalaman merek dalam pembentukan brand image. Penelitian ini menghasilkan model yang dapat digunakan sebagai kerangka strategis bagi Program Studi Ekonomi Syariah dalam mengembangkan identitas dan citra merek berbasis nilai Islam.

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