ANALYSIS OF INSTITUTIONAL BRANDING AND THE CHARACTERISTICS OF EDUCATIONAL SERVICES AT PAUD SEKOLAH ALAM UNGARAN (SAUNG)

Abstrak

The increasing competition among Early Childhood Education (ECE) institutions has encouraged schools to establish strong institutional branding and deliver high-quality educational services to gain public trust. Institutional branding is not only associated with a school's identity and image but is also influenced by the characteristics of educational services perceived by children and their parents. Therefore, this study aims to analyze institutional branding and the characteristics of early childhood education services at PAUD Sekolah Alam Ungaran (SAUNG). This study employed a qualitative descriptive approach. The research participants consisted of one principal, two teachers, and one parent, who were selected using a purposive sampling technique. Data were collected through semi-structured interviews, observations, and documentation. Data trustworthiness was ensured through source and technique triangulation, while data were analyzed using the interactive model proposed by Miles, Huberman, and Saldaña, which includes data reduction, data display, and conclusion drawing. The findings indicate that the institutional branding of PAUD SAUNG is established through its identity as a nature-based early childhood education institution, reflected in its nature-oriented learning approach, supportive learning environment, flagship programs, and school culture that promotes children's holistic development. The characteristics of educational services are demonstrated through child-friendly practices, open communication with parents, child-centered learning, and a safe and supportive learning environment. Interview findings from the principal, teachers, and parents reveal that consistent service quality is the primary factor in building a positive institutional image and strengthening public trust. This study concludes that institutional branding and the characteristics of educational services are closely interconnected. Strong institutional branding is developed through high-quality educational services, while professional, responsive, and child-oriented services reinforce the institution's positive reputation within the community. Therefore, branding strategies should be integrated with continuous improvements in educational service quality to sustain public trust and enhance the overall quality of early childhood education.