STRATEGI KOMUNIKASI KYAI: MEMBANGUN CITRA PONDOK PESANTREN MISRO ARAFAH KOTA LUBUKLINGGAU DALAM PEREKRUTAN SANTRI BARU

Indah Yulianti, NIM.: 22202012005 (2025) STRATEGI KOMUNIKASI KYAI: MEMBANGUN CITRA PONDOK PESANTREN MISRO ARAFAH KOTA LUBUKLINGGAU DALAM PEREKRUTAN SANTRI BARU. Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The Misro Arafah Islamic Boarding School is the youngest Islamic boarding school in Lubuklinggau City, South Sumatra. Although relatively young, the Misro Arafah Islamic Boarding School is still able to compete with other Islamic boarding schools both in terms of academics and religion. Promotion is something that must be carried out by an educational institution. In addition to being intended to introduce, the function of promotion is to form a good image of the institution and attract the interest of a number of prospective students/santri. The purpose of this writing is to determine the communication strategy used by Kyai in building the image of the Islamic boarding school and in recruiting new students, and to determine the public's reception of the communication strategy carried out by Kyai. This type of research is field research using a qualitative descriptive approach, the data used are primary and secondary data, while data collection uses observation, interview, and documentation techniques. This study proves that the Kyai's communication strategy in building the image of the Misro Arafah Islamic Boarding School is to hold leadership meetings as evaluation and improvement materials, improve and maintain existing human resources at the Misro Arafah Islamic Boarding School, hone the skills of students, and involve students in competitions outside the Islamic boarding school. Meanwhile, the Kyai's communication strategy at the Misro Arafah Islamic Boarding School in an effort to recruit new students is by promoting using print media as a form of promotion in the form of newspapers, brochures, and billboards. The leadership also uses internet media in the form of Facebook, Instagram, TikTok, and YouTube. In addition, the leadership also holds open religious studies for the public at the Misro Arafah Islamic Boarding School, creates competitions for the public, involves students in events outside the boarding school, and introduces the Misro Arafah Islamic Boarding School through Zafa Tour to prospective Umrah pilgrims. Public reception of the communication strategy in an effort to recruit new students is divided into 3 parts. Dominant position, negotiation position, and opposition position. In a dominant position, the most effective strategy is to involve students in events outside the boarding school as direct involvement in conducting promotions, and the most effective media used is internet media in the form of Facebook

Item Type: Thesis (Masters)
Additional Information / Supervisor: Prof. Dra. Siti Syamsiyatun, M.A., Ph.D.
Uncontrolled Keywords: Strategi Komunikasi, Citra, Santri Baru
Subjects: 300 Ilmu Sosial > 300 Ilmu-Ilmu Sosial > 302.2 Communication/Komunikasi
Divisions: Fakultas Dakwah dan Komunikasi > Komunikasi dan Penyiaran Islam (S-2)
Depositing User: Muh Khabib, SIP.
Date Deposited: 03 Feb 2025 13:55
Last Modified: 03 Feb 2025 13:55
URI: http://digilib.uin-suka.ac.id/id/eprint/69737

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