INSTITUTIONAL BRANDING PONDOK PESANTREN KRAPYAK YAYASAN ALI MAKSUM DI INSTAGRAM @YAYASANALIMAKSUMDALAMMENINGKATKAN KETERTARIKAN SANTRI BARUNIM.: 22102010020Alya LouishandraauthorThis 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.302.231 Media Komunikasi, Media Massa, Media Sosial2026-08-24UIN SUNAN KALIJAGA YOGYAKARTA;FAKULTAS DAKWAH DAN KOMUNIKASIThesis