Institutional Repository UIN Sunan Kalijaga YogyakartaSTRATEGI PENGELOLAAN MEDIA SOSIAL INSTAGRAM DALAM MEMBANGUN BRANDING: STUDI DI KOMPLEK MADRASAH HUFFADH 1 PONDOK PESANTREN AL-MUNAWWIR KRAPYAK YOGYAKARTANIM.: 22104090044Ahmad Uli NuhaauthorThe development of social media as part of digital technology has transformed communication patterns and branding strategies in educational institutions, including Islamic boarding schools. However, not all institutions are able to manage social media strategically in order to build a strong and sustainable image. Therefore, this study aims to analyze the Instagram management strategy in building the branding of Komplek Madrasah Huffadh 1 at Al-Munawwir Krapyak Islamic Boarding School Yogyakarta, identify the forms of branding developed, and examine the impacts resulting from such management. This study employed a qualitative approach with a descriptive research design. The research was intended to understand the phenomenon of Instagram management strategies in building the branding of Komplek Madrasah Huffadh 1 at Al-Munawwir Krapyak Islamic Boarding School Yogyakarta. Data collection techniques included interviews, observations, and documentation involving informants consisting of media managers, administrators, and students. Data analysis was conducted through the stages of data reduction, data presentation, and conclusion drawing. The results of the study indicate that the social media management strategy was implemented through a combination of deliberate strategy and emergent strategy, while also referring to the stages of public relations management, namely fact finding, planning, action and communication, and evaluation. The branding developed reflects the institution’s identity as an authentic Qur’anic memorization institution based on a strong scholarly chain of transmission (sanad), while being presented in a modern and communicative manner with religious, authoritative, humanistic, and professional characteristics. The impacts generated include increased institutional visibility, strengthened public image and trust, as well as internal impacts on students in the form of increased motivation, easier access to information, and greater involvement in media activities.297.77 Pendidikan Agama Islam (Sekolah Islam, Pondok Pesantren, TPA, TPQ)302.231 Media Komunikasi, Media Massa, Media Sosial2026-05-22UIN SUNAN KALIJAGA YOGYAKARTA;FAKULTAS ILMU TARBIYAH DAN KEGURUANThesis

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