Efektivitas Media Sosial sebagai Sarana Promosi Madrasah dan Pesantren: Tinjauan Manajemen Pemasaran Islami

Abstract

This study aims to explore the effectiveness of social media as a promotional tool for Islamic schools and pesantren from the perspective of Islamic marketing management. The research focuses on five Islamic educational institutions in Besuki, Situbondo: Nurul Wafa Islamic Boarding School, Nurul Huda Islamic Boarding School, MAN 1 Situbondo, MA Miftahul Ulum, and MA Ibrahimy. A qualitative descriptive approach was employed, using data collection techniques such as observation, semi-structured interviews, and documentation. Informants included pesantren leaders, school principals, educators, students, and community figures. The results indicate that social media is effective in building institutional reputation, increasing public trust, and attracting prospective students. Institutions with dedicated promotion teams and the ability to produce engaging content infused with Islamic values tend to reach a wider audience successfully. Challenges include limited digital human resources, lack of training in Islamic marketing, and minimal promotional budget allocation. The study concludes that social media serves as a strategic instrument for Islamic educational marketing that must be integrated with ethical principles and the spirit of da'wah. This research recommends the development of policies to foster Islamic digital marketing capacity in order to strengthen the competitiveness of Islamic educational institutions in the digital era.