STRATEGI KOMUNIKASI PEMASARAN PP DARUSSALAM BLOKAGUNG DALAMMEMBANGUN CITRA INSTITUSI(STUDI KASUS PENGGUNAANMEDIASOSIAL)

Abstract

Digital technology development encourages Islamic educational institutions like Islamic boarding
schools to adapt in maintaining their existence and building a positive image. This study aims to
analyze the marketing communication strategy of Darussalam Blokagung Islamic Boarding School
in building an institutional image through social media and determine its contribution to attracting
prospective students. Theresearchusesaqualitativeapproachwithacasestudymethod. Datacollec
tion techniques were carried out through observation, interviews, and documentation. Data analysis
used the Miles and Huberman model, including data reduction, data display, and drawing conclu
sions. The results showed that the marketing communication strategy was integrated through five
pillars of Integrated Marketing Communication (IMC). These pillars are digital advertising, content
based public relations, direct marketing through messaging services, interactive marketing, and dig
ital word of mouth optimization. The implementation of this strategy successfully formed a solid
institutional image based on Frank Jefkins’ four image elements. These elements are a personality
that combines salaf tradition and modernity, reputation through publication of achievements, Is
lamic values, and a consistent corporate identity. This strategy proved effective in increasing public
trust and the attractiveness of new prospective students in the digital era.