Adiwiyata-Based Branding Strategy in Enhancing School Image and Competitiveness at Public Junior High Schools in Banjarmasin City (A Multisite Study at Banjarmasin State Junior High School 8 and Banjarmasin State Junior High School 11)

Marini Marini; Novitawati Novitawati; Suhaimi Suhaimi

doi:10.31764/paedagoria.v17i4.40819

Adiwiyata-Based Branding Strategy in Enhancing School Image and Competitiveness at Public Junior High Schools in Banjarmasin City (A Multisite Study at Banjarmasin State Junior High School 8 and Banjarmasin State Junior High School 11)

Marini Marini, Novitawati Novitawati, Suhaimi Suhaimi

Abstract

This study aims to describe and analyze Adiwiyata-based branding strategies in improving the image and competitiveness of schools at Banjarmasin State Junior High School 8 and Banjarmasin State Junior High School 11. The study employed a qualitative approach with a multisite case study design. Data were collected through in-depth interviews, observations, and document analysis. Research participants included principals, vice principals, teachers, administrative staff, students, school committee members, and other relevant stakeholders. Data were analyzed using an interactive model consisting of data condensation, data display, and conclusion drawing, while cross-site analysis was conducted to identify common patterns across the research sites. The findings revealed that Adiwiyata-based branding strategies were implemented through three main approaches: principal leadership strategies, school human resource empowerment strategies, and school branding communication strategies. Leadership strategies were manifested through the formulation of environmentally oriented school visions, the strengthening of school culture, and participatory decision-making processes. Human resource empowerment strategies included training programs, professional development, competency enhancement for teachers, and active involvement of all school members in environmental initiatives. Branding communication strategies were carried out through the publication of school activities, the utilization of social media, partnerships with various stakeholders, and the dissemination of school achievements to the wider community. The implementation of these strategies successfully established a positive image of the schools as environmentally conscious institutions and enhanced their competitiveness amid increasing competition among educational institutions. This study contributes to the development of educational management, particularly in strengthening school branding through environmental culture-based approaches.

Keywords

Adiwiyata; Environmental Culture; School Branding; School Image; School Competitiveness.

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DOI: https://doi.org/10.31764/paedagoria.v17i4.40819