STRATEGI DIGITAL MARKETING SEBAGAI SARANA PENINGKATAN PROMOSI PONDOK PESANTREN (STUDI KASUS PONDOK PESANTREN AL-MUNAWWIR KRAPYAK)

Melati Rahmayuli, NIM.: 18104090009 (2022) STRATEGI DIGITAL MARKETING SEBAGAI SARANA PENINGKATAN PROMOSI PONDOK PESANTREN (STUDI KASUS PONDOK PESANTREN AL-MUNAWWIR KRAPYAK). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The marketing management of Islamic boarding schools aims to market Islamic boarding schools to the public and convince people to want to study at Islamic boarding schools. This study describes how the marketing strategy of Islamic boarding schools with the use of digital media. This study uses a descriptive qualitative method. Informants or resource persons from this research are: Deputy Chair 2, Coordinator of the Media Team, Coordinator of the Public Relations Team and Santri Pondok Pesantren Al-Munawwir Krapyak. This study uses data collection techniques in the form of observation, interviews and documentation. Data analysis was carried out by means of data reduction, display and drawing conclusions. Meanwhile, the data validity technique was carried out by means of source triangulation and technical triangulation. Based on the results of the research, it can be concluded that: First, product: includes good service, an organized education system, and a well-known reputation. Price: the price that must be paid by the customer for education services, Place: the condition and building of the Islamic boarding school. Promotion: distribution of brochures, use of social media, procurement of activities and through alumni networks. People: The human resources involved in marketing Islamic boarding schools are the media team. Physical evidence: the environment, facilities, and buildings that exist in educational institutions. Process: services offered to service users. Second, Al-Munawwir Krapyak Islamic Boarding School conducts digital marketing by utilizing digital media such as websites and social media platforms such as instagram, facebook, twitter, and youtube. Third, all marketing activities carried out by the media team certainly experience support and obstacles. So far, to face the obstacles encountered, the media team is always trying to find a way out so that the marketing of Islamic boarding schools can continue to run well

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