%0 Thesis
%9 Skripsi
%A Alya Louishandra, NIM.: 22102010020
%B FAKULTAS DAKWAH DAN KOMUNIKASI
%D 2026
%F digilib:79503
%I UIN SUNAN KALIJAGA YOGYAKARTA
%K Branding, Dramaturgi, Instagram, Pondok Pesantren, Santri  Baru
%P 108
%T INSTITUTIONAL BRANDING PONDOK PESANTREN KRAPYAK YAYASAN ALI MAKSUM DI INSTAGRAM @YAYASANALIMAKSUMDALAMMENINGKATKAN KETERTARIKAN SANTRI BARU
%U https://digilib.uin-suka.ac.id/id/eprint/79503/
%X This study analyzes the branding strategy of Pondok Pesantren Krapyak  Yayasan Ali Maksum through the Instagram account @yayasanalimaksum in  increasing the interest of prospective new students (santri). In the digital era, the  image of Islamic educational institutions is not only built through traditional  reputation, but is also complemented by their presence and interaction on social  media. This study aims to reveal in depth the process of image formation using a  descriptive qualitative approach. Data were collected through observation and  documentation of the account's content during the period of January 2016–February  2026, which were then analyzed using the interactive model of Miles and  Huberman. Erving Goffman's Dramaturgy theory was used to examine the  impression management carried out on the front stage and back stage of the  institution. The results show that branding was carried out through stages of activity  curation, content packaging, caption writing, visual identity establishment, and  consistency of publication. Impression management (self-presentation) was  realized through captions that were informative, educational, persuasive, and  religiously nuanced. This social media activity proved to play an important role as  a medium for introduction and the formation of prospective students' initial  perceptions, although it was not the sole determining factor in their enrollment  decision.
%Z Drs.Mukhammad Sahlan, M. Si.