Efektivitas Media Sosial sebagai Sarana Promosi Pendidikan Islam: Studi Pada Madrasah Dan Pesantren

Aminullah Aminullah; Annisa Tri Ananda Dewi; Moh. Kamil; Siti Khofsah; Rausyan Fikri; Uryatul Hikmah

doi:10.59061/masip.v4i2.1419

Authors

Aminullah Aminullah Universitas Nurul Jadid Paiton Probolinggo
Annisa Tri Ananda Dewi Universitas Nurul Jadid Paiton Probolinggo
Moh. Kamil Universitas Nurul Jadid Paiton Probolinggo
Siti Khofsah Universitas Nurul Jadid Paiton Probolinggo
Rausyan Fikri Universitas Nurul Jadid Paiton Probolinggo
Uryatul Hikmah Universitas Nurul Jadid Paiton Probolinggo

DOI:

https://doi.org/10.59061/masip.v4i2.1419

Keywords:

Content Strategy, Digital Management, Islamic Education Promotion, Madrasahs and Islamic Boarding Schools, Social Media Effectiveness

Abstract

. This study aims to analyze the effectiveness of social media as a promotional tool for Islamic education in madrasahs and Islamic boarding schools at An-Nashiriyah Islamic Boarding School, Bawean Island, Gresik, and to identify the factors influencing its effectiveness. The study employed a qualitative approach using a case study design and grounded research to gain an in-depth understanding of educational promotion practices through social media. Data were collected through observation, in-depth interviews, and documentation studies of various promotional activities carried out by the institution. Data analysis was conducted through the stages of data condensation, data reduction, data display, and verification to obtain valid and comprehensive findings. The results indicate that the use of social media remains focused on information dissemination and has not yet been strategically managed as part of a planned educational marketing effort. The effectiveness of social media is influenced by limitations in human resource competencies, supporting infrastructure, and the absence of structured digital management. Nevertheless, social media has proven capable of enhancing the institution’s image and visibility within the community, although it has not yet had a significant impact on increasing public interest in choosing the institution. The findings highlight the importance of strengthening digital capacity, developing content strategies, and implementing professional social media management to optimize its function as a promotional medium for Islamic education.

References

Aisyah, N., & Rofiah, S. (2022). Dakwah modern pada era konvergensi media: Studi kasus YouTube Pondok Pesantren Nurul Jadid. Dakwatuna: Jurnal Dakwah dan Komunikasi Islam, 8(2), 110. https://doi.org/10.54471/dakwatuna.v8i2.1632

Al Anshori, H. A., Baharun, H., Hamada, S. E., & Hasanah, N. (2022). Digital literacy culture in milenial students at boarding schools. Edureligia: Jurnal Pendidikan Agama Islam, 6(2), 204–214. https://doi.org/10.33650/edureligia.v6i2.4741

Alfi, B. (2025). Perencanaan strategis humas pendidikan di era digital untuk optimalisasi komunikasi publik melalui media sosial Badrina Alfi.

Baisan, P., Fairusy, M. Al, & Taran, J. P. (2025). Strategi meningkatkan citra positif pada Pondok Pesantren Serambi Mekkah melalui publikasi media sosial. 2(1), 93–108. https://doi.org/10.71153/jimmi.v2i1.224

Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation and practice (7th ed.). Pearson.

Dan, P., Media, I., & Pendidikan, T. D. (2025). Pengembangan dan implementasi media pembelajaran interaktif: Analisis efektivitas dan dampak dalam transformasi digital pendidikan. 3(1), 27–35. https://doi.org/10.59966/pandu.v3i1.1619

Husen, M. (2024). Strategi manajemen pemasaran syariah dalam pengembangan lembaga pesantren: Studi kasus di Pesantren Miftahul Ulum Lumajang. 3(2), 131–143. https://doi.org/10.35719/managiere.v3i2.2382

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.

Lesmanah, U., Sugiono, S., & Hayat, H. (2020). Pembuatan konten tulisan positif di media sosial sebagai komunikasi preventif dan kontribusi mahasiswa dalam menangkal hoax. Budimas: Jurnal Pengabdian Masyarakat, 2(2). https://doi.org/10.29040/budimas.v2i2.1420

Mahmud. (2025). Efektivitas media sosial sebagai sarana promosi madrasah dan pesantren: Tinjauan manajemen pemasaran Islami.

Nurhidayah, A. E. (2022). Optimalisasi penggunaan media sosial dalam meningkatkan brand dan mutu pendidikan Islam melalui pendekatan manajemen pendidikan. 2(2), 107–118. https://doi.org/10.56145/jurnalekonomidanbisnis.v2i2.292

Nurul, U., Paiton, J., & Jawa, P. (2025). Analisis efektivitas kampanye iklan digital dalam meningkatkan citra lembaga pendidikan Islam (Studi kasus: MI Bahrul Ulum Watupanjang-Krucil).

Pasca, Y. D., Tajriani, D. T., & Siregar, R. (2025). Efektivitas pemanfaatan media sosial Instagram dalam promosi: Penelitian analisis SWOT pada lembaga SMK 2024. 4(2), 195–204. https://doi.org/10.56916/jimab.v4i2.1357

Putri, S., Nasution, A. R., Fadillah, A. N., & Fauzan, M. (2023). Strategi komunikasi pemasaran secara persuasif melalui media sosial. 3, 4556–4563.

Ramadan, F., Syukron, M., & Aprianto, I. (2026). Strategi pembangunan citra publik lembaga pendidikan melalui optimalisasi media digital dan partisipasi masyarakat. 4(4), 12823–12830. https://doi.org/10.31004/riggs.v4i4.5614

Setiabudi, A. (2026). Peran admin media sosial dalam upaya meningkatkan engagement publik terhadap kegiatan pesantren.

Syawitri, W. N., & Iryanti, S. S. (2024). Islam dan pendidikan adab modern: Dakwah kekinian sebagai kontra narasi di dalam TikTok. 11(1), 11–20. https://doi.org/10.30599/jpia.v11i1.3261

Tuten, T. L. (2021). Social media marketing (4th ed.). Sage Publications.

Zuher, Y. F. (n.d.). Strategi branding reputasi pendidikan agama Islam di era digital: Analisis kepustakaan terhadap peran media sosial dalam membangun citra lembaga keagamaan. 1(2), 183–191.