Peran Citra Diri Dan Harga Diri Dalam Branding Lembaga Pendidikan: Strategi Emosional Untuk Meningkatkan Minat Peserta Didik
Keywords:
Consumer Loyalty, Personal Marketing Strategy, Brand CompetitivenessAbstract
In the era of increasingly competitive educational institutions, branding strategies that prioritize psychological aspects such as self-image and self-esteem are becoming increasingly relevant approaches. This study aims to analyze how the role of self-image and self-esteem can strengthen the branding strategy of educational institutions and have an impact on increasing student interest. The method used is library research with a descriptive-qualitative approach through analyzing literature related to self-image, self-esteem, and emotion-based marketing strategies in the context of education. The results show that a strong self-image and positive self-esteem not only shape market perceptions of educational institutions in a more professional and authentic manner, but also increase emotional appeal that can create long-term loyalty. The emotional closeness between educational institutions and learners is reflected in the perception of institutional values that match learners' identities and aspirations. In conclusion, an educational branding strategy that integrates self-image and self-esteem can be a differentiating force in attracting learners, building strong psychological relationships, and maintaining public trust in the quality of educational institutions. Recommendations for further research are empirical testing of the influence of this strategy in the context of a particular school or campus.
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