Digital Marketing Strategy In Improving The Competitiveness Of Islamic Educational Institutions In The 5.0 Era

Abstract

The Society 5.0 era demands educational institutions, including Islamic educational institutions, to be able to adapt quickly to the increasingly rapid development of digital technology. Digitalization not only has an impact on the learning system, but also on the education marketing system. This study aims to analyze the digital marketing strategies used by Islamic educational institutions to increase their competitiveness in the digital era. This study uses a qualitative approach with a case study method in three Islamic educational institutions in Indonesia. Data collection techniques were carried out through observation, in-depth interviews, and documentation. The results of the study show that the use of social media, development of interactive websites, and collaboration with Muslim influencers are the most effective strategies in building a positive image and expanding the reach of promotion. This strategy is able to attract the attention of the wider community, especially the millennial generation and Gen Z who are familiar with digital platforms. However, challenges such as limited human resources, lack of understanding of digital marketing, and budget constraints are still significant obstacles. Therefore, this study recommends increasing HR competency in the field of digital marketing and utilizing Artificial Intelligence (AI)-based technology as a further innovation. The right strategy will make Islamic educational institutions more adaptive, innovative, and competitive in facing the challenges of educational globalization