THE ROLE OF STAKEHOLDER IN BUILDING A BRAND IMAGE AT MADRASAH ALIYAH

Brand image is a representation of the overall perception of a brand and is formed from information and knowledge of that brand. Having a positive brand image for educational institutions in today's global competition is very important. The existence of a brand image is an alternative in winning the education marketing competition. A positive brand image is formed from the continuous role of various elements of stakeholders in educational institutions. Madrasah Aliyah Al-Ikhlas Ujung Bone is one of the private educational institutions established in the pesantren environment, which has a very good brand image. The indicator appears from the high public interest in these educational institutions. Even though they have a brand image, there is no visible role of school residents in building this brand image. This is the reason behind this research. The type of research used is qualitative research, data collection methods in the form of observation, interviews and documentation. Data analysis techniques are data reduction, data display, and drawing conclusions. The results of the study were related to the role of school members in building image bran, namely: 1) the characteristics of the brand image in Madrasah Aliyah Al-Ikhlas Ujung Bone, namely the existence of a strong image of the maker, the image of the user and the image of production. 2) the role of school members in building brand image, namely forming perceptions, maintaining perceptions, and changing perceptions.


INTODUCTION
The government's efforts to continue to develop the quality of education in Indonesia continue to be intensified (Akhyadi & Mulyono, 2019;R & Ummah, 2019;Suwadi, 2017). One of the major steps in improving education is the provision of broad educational autonomy for schools, by Nidhomul Haq, Vol 5 No 3. Tahun 2020 Fajri Dwiyama & Nurhasanah R 376 implementing school-based management (Sharma et al., 2013;Suwadi, 2017). Schoolbased management should provide flexibility to educational institutions to manage and regulate many things related to school policy independently (Ismail, 2018).
Empowerment of schools through the provision of greater autonomy is intended so that schools are able to independently improve the quality of education, carry out efficiency in institutional management, and create equitable education in this country (Asyari et al., 2018;Muhammadi et al., 2015). consciously or unconsciously, has opened the door to competition between educational institutions of an equal degree (Chen & Chen, 2014;Plumeyer et al., 2019).
The public looks more at an educational institution as a corporate that provides educational services (Alfiyanto, 2020

Brand Image
The term brand comes from the word brandr which means " to brand ", which is an activity that is often carried out by cattle breeders in America by marking their livestock to facilitate identification of ownership before being sold to the market (Andi, 2009 product if it has these attributes or advantages (Kotler dan Keller, 2017).

The Role of School Citizens in Building a Brand Image
According to Suhardono, the role according to social science means a function The uniqueness of a brand is that the association towards a brand must inevitably be shared with other brands. Therefore, a competitive advantage must be created that can be used as an excuse for consumers to choose a particular brand. By positioning the brand more towards experience or selfbenefit from the product image. From the existing differences, both products, services, personnel, and channels are expected to make a difference from its competitors, which can provide benefits for producers and consumers (Kotler dan Keller, 2017).

RESULTS AND DISCUSSION
The