Corporate Culture and Visionary Leadership as Determinantsof Customer Interest in Education
DOI:
https://doi.org/10.64990/jarsem.v2i2.63Keywords:
Visionary Leadership; Corporate Culture; Customer Interest in EducationAbstract
In the current era of educational disruption, Islamic educational institutions face increasingly intense competition. Ideally, a madrasah should serve not only as a center for the transmission of religious knowledge but also as a highly competitive institution. This study aims to explore and analyze the construction of corporate culture and the role of visionary leadership as drivers of customer interest in education at MTsN 2 Tulungagung. Using a mixed-methods approach with a sequential exploratory design, data were collected through in-depth interviews with madrasah management and subsequently tested quantitatively through regression analysis in SPSS. The results show that visionary leadership plays a crucial role in strengthening organizational culture (significance = 0.006), accounting for 28.8% of its variance. Simultaneously, visionary leadership and corporate culture had a significant effect on customer interest (significance = 0.002), jointly explaining 39.7% of its variance. Qualitative findings reveal that internalizing the spirit of “Madrasahnya para Juara” (The Champions’ Madrasah) and integrating religious and professional values are the main foundations for building the institution’s reputation. Although visionary leadership shows a negative partial relationship, interpreted as reflecting strategic communication barriers, the synergy between the two variables remains a key driver of public trust. The study recommends strengthening public relations strategies to align leadership vision with public perceptions in order to sustain customer loyalty in education
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