PERAN STRATEGIS TRUST DAN REPUTATION SEBAGAI ASET KOMPETITIF DALAM PEMASARAN PENDIDIKAN ISLAM

Kerangka Konsep Integratif Berdasarkan Perspektif Resource-Advantage Theory Of Competition

Abstract

Trust and reputation play a crucial role in the marketing of Islamic education. However, many Islamic educational institutions have yet to prioritize these elements as strategic assets capable of delivering long-term competitive advantage. Additionally, the exploration of trust and reputation as intangible assets in the context of Islamic education marketing remains under-researched. This study aims to develop an integrative conceptual framework that positions trust and reputation as strategic resources in Islamic education marketing, grounded in the Resource-Advantage Theory of Competition. Employing a comprehensive literature review of relevant articles from the past decade, this study focuses on the strategies for building reputation and trust, the factors influencing them, and their consequences for Islamic educational institutions. The study also identifies key obstacles in the process of establishing trust and reputation, defining the concept of public trust as a critical factor for the competitive edge of Islamic educational institutions. Findings reveal that reputation and trust are not only intangible assets but also potential instruments for achieving significant competitive advantage, particularly by influencing the preferences of prospective students, parents, and stakeholders. Drawing on the Resource-Advantage Theory, this study suggests that reputation and trust be positioned as strategic assets that enhance the competitiveness of Islamic educational institutions. This conceptual framework is expected to provide a foundation for future research on the role of reputation and trust in Islamic education marketing and offer practical guidance for educational institutions seeking to strengthen their competitive positioning.