eprintid: 79503
rev_number: 10
eprint_status: archive
userid: 12460
dir: disk0/00/07/95/03
datestamp: 2026-10-27 02:56:41
lastmod: 2026-10-27 02:56:41
status_changed: 2026-10-27 02:56:41
type: thesis
metadata_visibility: show
contact_email: muh.khabib@uin-suka.ac.id
creators_name: Alya Louishandra, NIM.: 22102010020
title: INSTITUTIONAL BRANDING PONDOK PESANTREN KRAPYAK YAYASAN ALI MAKSUM DI INSTAGRAM @YAYASANALIMAKSUMDALAMMENINGKATKAN KETERTARIKAN SANTRI BARU
ispublished: pub
subjects: 302.23
divisions: jur_kpi
full_text_status: restricted
keywords: Branding, Dramaturgi, Instagram, Pondok Pesantren, Santri
Baru
note: Drs.Mukhammad Sahlan, M. Si.
abstract: 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.
date: 2026-08-24
date_type: published
pages: 108
institution: UIN SUNAN KALIJAGA YOGYAKARTA
department: FAKULTAS DAKWAH DAN KOMUNIKASI
thesis_type: skripsi
thesis_name: other
citation:   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.   
document_url: https://digilib.uin-suka.ac.id/id/eprint/79503/1/22102010020_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf
document_url: https://digilib.uin-suka.ac.id/id/eprint/79503/2/22102010020_BAB-II_sampai_SEBELUM-BAB-TERAKHIR.pdf