Pemasaran Digital sebagai Katalis Perubahan: Inovasi dalam Membangun Ketahanan Pesantren
DOI:
https://doi.org/10.55606/jubima.v2i3.3257Keywords:
Digital Marketing, Innovation, Islamic Boarding School ResilienceAbstract
This research aims to explore the role of digital marketing as a catalyst for change in building resilience among pesantrens in the digital era. A qualitative method was employed with a case study approach on pesantrens in Banyuwangi that have adopted digital marketing strategies. Data were collected through in-depth interviews with pesantren managers, document analysis, and direct observation of social media content and websites of the pesantrens. Thematic and descriptive analyses were used to understand digital marketing strategies, the impact of content marketing, and the use of social media in building pesantren communities. The findings indicate that effective digital marketing enhances pesantren visibility, community engagement, and student participation in online education programs. Content marketing strategies play a crucial role in conveying Islamic educational values and strengthening pesantren identities, while social media facilitates closer interaction between pesantrens and their communities. These findings provide insights into how pesantrens can strategically leverage digital technology to remain relevant and competitive in the evolving digital era.
References
Adler (USA), N. J., Sackmann (Switzerland), S. A., Arieli (Israel), S., Akter (Bangladesh), M. (Mimi), Barmeyer (Germany), C., Barzantny (France), C., Caprar (Australia and New Zealand), D. V, Lee (Taiwan), Y., Liu (China), L. A., Magnani (Italy), G., Marcus (Turkey), J., Miska (Austria), C., Moore (United Kingdom), F., Park (South Korea), S. H., Reiche (Spain), B. S., Søderberg (Denmark and Sweden), A.-M., Solomons (Rwanda), J., & Zhang (China), Z.-X. (2022). The Grand Challenge None of Us Chose: Succeeding (and Failing) Against the Global Pandemic 1 . In J. S. Osland, B. S. Reiche, B. Szkudlarek, & M. E. Mendenhall (Eds.), Advances in Global Leadership (Vol. 14, pp. 3–85). Emerald Publishing Limited. https://doi.org/10.1108/S1535-120320220000014002
Begum, H., Abbas, K., Alam, A. S. A. F., Song, H., Chowdhury, M. T., & Abdul Ghani, A. B. (2022). Impact of the COVID-19 pandemic on the environment and socioeconomic viability: a sustainable production chain alternative. Foresight, 24(3/4), 456–475. https://doi.org/10.1108/FS-02-2021-0053
Caffrey, C., Lee, H., Withorn, T., Clarke, M., Castañeda, A., Macomber, K., Jackson, K. M., Eslami, J., Haas, A., Philo, T., Galoozis, E., Vermeer, W., Andora, A., & Kohn, K. P. (2022). Library instruction and information literacy 2021. Reference Services Review, 50(3/4), 271–355. https://doi.org/10.1108/RSR-09-2022-0035
Chalil, R. D., & Sari, J. D. P. (2021). Pengaruh Konsumen Keterlibatan Tinggi dan Konsumen Keterlibatan Rendah Pada Niat Pembelian Ulang dan Word of Mouth Communication. JIM: Jurnal Ilmiah Mahasiswa, 3(1), 84–110. https://doi.org/10.32505/jim.v3i1.3297
Dewi, F. K., & Sundiman, D. (2022). Pengaruh Media Sosial Terhadap Modal Sosial dan Manajemen Pengetahuan (Studi Kasus UKM Di Kabupaten Kotawaringin Timur). Journal Of Sustainable Business Hub, 3(1), 33–41.
Di, T., & Millenial, E. R. A. (2019). ِ ف ُ ْ ن َ أ ب ِ ا م َ إ ي َّ َّ ح م ْ ِ ه س ُ ّ ِ غ ُ ي ت َّ َّ إ َ م ِ وق ِ. 2(1), 49–61.
Febrian, A., Husna, N., Ahmad, A., & Ananta, P. (2024). Increasing the Number of Santri at Khadijah Boarding School through Digital Marketing Peningkatan Jumlah Santri di Khadijah Boarding School Melalui Pemasaran Digital. 8(3), 813–823.
Harmathilda, H., Yuli, Y., Hakim, A. R., & Supriyadi, C. (2024). Transformasi Pendidikan Pesantren Di Era Modern : Antara Tradisi Dan Inovasi. Karimiyah, 4(1), 33–50. https://doi.org/10.59623/karimiyah.v4i1.51
Hidayat, A., Fatimah, S., & Rosidin, D. N. (2022). Challenges and Prospects of Islamic Education Institutions and Sustainability in The Digital Era. Nazhruna: Jurnal Pendidikan Islam, 5(2), 351–366. https://doi.org/10.31538/nzh.v5i2.2106
Ihsan, F. M., Permana, P. Y. E., Arifin, N. R., & Muhtadi, R. (2020). Islamic Boarding Schools Toward the Industrial. Jurnal Pendidikan Dan Manajemen Islam, 11 Nomer 0.
Indrioko, E. (2023). Utilization of Social Media as a Digital Publication Strategy at Nurul Ulum Islamic Boarding School. Al-Hayat: Journal of Islamic Education, 7(1), 243. https://doi.org/10.35723/ajie.v7i1.338
Kussudyarsana, K., Maimun, M. H., Maulana, H. K., Rahman, A. A., & Utomo, I. C. (2022). Pelatihan Sosial Media Marketing Pesantren Untuk Memperluas Jangkauan Pemasaran. JMM (Jurnal Masyarakat Mandiri), 6(5), 3998–4006. https://doi.org/10.31764/jmm.v6i5.10509
Maulana Hasanuddin Banten, S., Studi Keselamatan dan Kesehatan Kerja, P., Kesehatan Masyarakat, F., Kesehatan Helvetia, I., Timur, J., Studi Pendidikan Bahasa dan Sastra Indonesia, P., Keguruan dan Ilmu Pendidikan, F., Muhammadiyah Kotabumi, U., Studi Pendidikan Guru Sekolah Dasar, P., Wiraraja, U., Studi Manajemen Transportasi Jalan, P., Transportasi Darat Bali, P., Qurtubi, A., Ramadhani, S., Rumanti Hartono, N., Dicky Irawan, W., Firman Nurbudi Prijambodo, R., Mardikawati, B., & Review Pendidikan dan Pengajaran, J. (2024). Eksplorasi Penggunaan Teknologi 5G Dalam Mendorong Inovasi Pembelajaran. Jurnal Review Pendidikan Dan Pengajaran, 7(1), 885–897. http://journal.universitaspahlawan.ac.id/index.php/
Muhyiddin, D. S., Suhada, D., Yamin, M., Arifin, B. S., & Hasanah, A. (2022). The Relevance of The Character Education Development Model in Islamic Boarding Schools. Nazhruna: Jurnal Pendidikan Islam, 5(3), 1129–1145. https://doi.org/10.31538/nzh.v5i3.2479
Mursidi, A., Kamal, M., Noviandari, H., Agustina, N., & Nasyafiallah, M. H. (2021). Virtual boarding school education management. Linguistics and Culture Review, 5(S3), 1054–1066. https://doi.org/10.21744/lingcure.v5ns3.1790
Putra, J. Z. (2024). Manajemen Pemasaran Lembaga Pendidikan Islam (Pesantren Modern Darul Ilmi Indonesia). Jurnal Syntax Admiration, 5(5), 1614–1629. https://doi.org/10.46799/jsa.v5i5.1146
Rahman, W., Azizah, J., Asir, M., & Wijayanto, G. (2024). Exploring Successful Social Media Marketing Strategies In Enhancing Brand Engagement With Consumers In The Digital Era Eksplorasi Strategi Pemasaran Media Sosial Yang Sukses Dalam Meningkatkan Interaksi Merek Dengan Konsumen Di Era Digital. Management Studies and Entrepreneurship Journal, 5(1), 355–363. http://journal.yrpipku.com/index.php/msej
Savitsky, T. D., Williams, M. R., Gershunskaya, J., & Beresovsky, V. (2023). Methods for combining probability and nonprobability samples under unknown overlaps. Statistics in Transition New Series, 24(5), 1–34. https://doi.org/10.59170/stattrans-2023-061
Shofiyyah, N. A., Ali, H., & Sastraatmadja, N. (2019). Model Pondok Pesantren di Era Milenial. BELAJEA: Jurnal Pendidikan Islam, 4(1), 1. https://doi.org/10.29240/belajea.v4i1.585
Sioradáin, D., & Carr, M. (2022). Towards a New Pedagogy for Engineering Education in the 21St Century. SEFI 2022 - 50th Annual Conference of the European Society for Engineering Education, Proceedings, 568–577. https://doi.org/10.5821/conference-9788412322262.1380
Sutedi, A., Septiana, Y., & Abdul Halim, R. (2021). Sistem Informasi Akademik Santri Berbasis Web di Pondok Pesantren. Jurnal Algoritma, 18(1), 151–161. https://doi.org/10.33364/algoritma/v.18-1.934
Vishkurti, R. (2022). Pondok Pesantren: Antar Dakwah, Pendidikan, dan Moderasi Islam. Dakwatuna: Jurnal Dakwah Dan Komunikasi Islam, 8(2), 168–179. https://scholar.archive.org/work/2rabhuwpizdktosak6ndtylc3e/access/wayback/https://ejournal.iaisyarifuddin.ac.id/index.php/dakwatuna/article/download/1737/633
Vlada, S. (2022). Social Media Marketing and Digital Marketing Social Media Marketing Și Marketingul Digital. 0, 8–11. https://doi.org/10.5281/zenodo.7542985
Yao, M., Serwornoo, W., Danso, S., Azanu, B., Kwame, S., Semarco, M., & Ato, E. (2024). Use of Digital Platforms Among University Students : A Systematic Literature Review. 1–24.
Zulaikha, Z., Maella, N. F. S., & Farida, F. (2022). Analysis of Brand Identity Gontor Islamic Boarding School in Official Youtube Channel. Ultimacomm: Jurnal Ilmu Komunikasi, 14(1), 16–34. https://doi.org/10.31937/ultimacomm.v14i1.2461
