Institutional Branding Institutional Branding and Edu-Economic Empowerment at the Islamic Educational Institution of Pekangkungan Village, Gondangwetan District, Pasuruan Regency, East Java

Institutional Branding and Edu-Economic Empowerment at the Islamic Educational Institution of Pekangkungan Village, Gondangwetan District, Pasuruan Regency, East Java

Abstract

Islamic Educational Institutions (LPI) in rural Indonesia face two fundamental yet often overlooked challenges: weak institutional image in the eyes of the public, and systemic limitations in financial self-sufficiency. This Community Partnership Program (PKM) was specifically designed to address both challenges in an integrated manner through institutional branding mentoring and edu-economic empowerment at the Islamic Educational Institution in Pekangkungan Village, Gondangwetan District, Pasuruan Regency, East Java. The program adopted an Asset-Based Community Development (ABCD) framework enriched with Participatory Action Research (PAR) principles, actively involving 87 participants drawn from multiple stakeholder layers. Implemented over three months through five structured phasesasset mapping and baseline survey, participatory program design FGD, institutional branding workshop and mentoring, edu-economic unit implementation, and participatory monitoring and evaluationthe program produced measurable and significant outcomes. Results showed an average increase of 34.6% in parents’ brand perception scores (from 58.4 to 78.6 on a 100-point scale), the establishment of an eight-element institutional visual identity guide, 312 new social media followers gained organically, and the successful launch of two edu-economic unitsan educational canteen and a calligraphy and Islamic decoration workshopgenerating initial revenue of IDR 4,200,000 in the first six weeks. Significant capacity-building outcomes were also recorded: 75% of teachers can now independently create social media content, and 23 students actively participated in business units as a genuine entrepreneurship learning laboratory. A paired-sample t-test confirmed the statistical significance of changes (t = 8.74; p < 0.001; Cohen’s d = 1.30). This PKM demonstrates that institutional branding reinforcement and edu-economic empowerment can be pursued synergisticallymutually reinforcing and generating layered, sustainable impacts for Islamic educational institutions at the village level