Efektivitas Kampanye Digitaldalam Meningkatkan Branding Pondok pesantren

Abstract

The changing public perception of Islamic boarding schools (pesantren) necessitates a more adaptive branding strategy. Traditionally, pesantren focused solely on religious studies, but today, many parents seek institutions that also provide quality formal education. The diverse backgrounds of guardians further emphasize the need for inclusive communication strategies. This study aims to analyze the effectiveness of digital campaigns in enhancing pesantren branding in the modern era. A qualitative approach was employed, utilizing case studies of pesantren actively engaging in digital campaigns. Data were collected through interviews with pesantren administrators, social media observations, and engagement data analysis. The findings indicate that digital strategies such as social media optimization, official websites, and influencer collaborations significantly contribute to attracting new students and building a positive institutional image. Effective digital campaigns enhance audience interaction, expand pesantren reach, and increase new student enrollments. Thus, adopting digital marketing strategies is a relevant step in maintaining pesantren competitiveness in the technological era.