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        <dc:title>INSTITUTIONAL BRANDING PONDOK PESANTREN KRAPYAK YAYASAN ALI MAKSUM DI INSTAGRAM @YAYASANALIMAKSUMDALAMMENINGKATKAN KETERTARIKAN SANTRI BARU</dc:title>
        <dc:creator>Alya Louishandra, NIM.: 22102010020</dc:creator>
        <dc:subject>302.231 Media Komunikasi, Media Massa, Media Sosial</dc:subject>
        <dc:description>This study analyzes the branding strategy of Pondok Pesantren Krapyak&#13;
Yayasan Ali Maksum through the Instagram account @yayasanalimaksum in&#13;
increasing the interest of prospective new students (santri). In the digital era, the&#13;
image of Islamic educational institutions is not only built through traditional&#13;
reputation, but is also complemented by their presence and interaction on social&#13;
media. This study aims to reveal in depth the process of image formation using a&#13;
descriptive qualitative approach. Data were collected through observation and&#13;
documentation of the account's content during the period of January 2016–February&#13;
2026, which were then analyzed using the interactive model of Miles and&#13;
Huberman. Erving Goffman's Dramaturgy theory was used to examine the&#13;
impression management carried out on the front stage and back stage of the&#13;
institution. The results show that branding was carried out through stages of activity&#13;
curation, content packaging, caption writing, visual identity establishment, and&#13;
consistency of publication. Impression management (self-presentation) was&#13;
realized through captions that were informative, educational, persuasive, and&#13;
religiously nuanced. This social media activity proved to play an important role as&#13;
a medium for introduction and the formation of prospective students' initial&#13;
perceptions, although it was not the sole determining factor in their enrollment&#13;
decision.</dc:description>
        <dc:date>2026-08-24</dc:date>
        <dc:type>Thesis</dc:type>
        <dc:type>NonPeerReviewed</dc:type>
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        <dc:identifier>https://digilib.uin-suka.ac.id/id/eprint/79503/1/22102010020_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf</dc:identifier>
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        <dc:identifier>https://digilib.uin-suka.ac.id/id/eprint/79503/2/22102010020_BAB-II_sampai_SEBELUM-BAB-TERAKHIR.pdf</dc:identifier>
        <dc:identifier>  Alya Louishandra, NIM.: 22102010020  (2026) INSTITUTIONAL BRANDING PONDOK PESANTREN KRAPYAK YAYASAN ALI MAKSUM DI INSTAGRAM @YAYASANALIMAKSUMDALAMMENINGKATKAN KETERTARIKAN SANTRI BARU.  Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.   </dc:identifier></oai_dc:dc>
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