Strategi Digital Marketing dalam Meningkatkan Branding Lembaga Pendidikan Islam

Muhammad Syafi’i Anam; Suryo Hadi Kusumo; Sayyidah Zulfah

doi:10.59603/masman.v1i2.579

Authors

Muhammad Syafi’i Anam Universitas Anwar Medika
Suryo Hadi Kusumo Universitas Anwar Medika
Sayyidah Zulfah Universitas Anwar Medika

DOI:

https://doi.org/10.59603/masman.v1i2.579

Keywords:

digital marketing, educational branding, Islamic educational institutions, social media, educational marketing

Abstract

The advancement of digital technology has transformed how educational institutions promote their services and build their institutional image. Islamic educational institutions—such as *madrasas*, *pesantrens* (Islamic boarding schools), and integrated Islamic schools—face the challenge of enhancing their competitiveness amidst a growing number of educational institutions and shifting societal behaviors driven by digitalization. This study aims to analyze effective digital marketing strategies for strengthening the branding of Islamic educational institutions. A qualitative research approach was employed, utilizing a case study design focused on several Islamic educational institutions that actively utilize digital media. Data collection involved observation, in-depth interviews, and an analysis of the institutions' social media content. The findings indicate that the use of social media, institutional websites, educational content grounded in Islamic values, and digital audience engagement strategies contribute significantly to bolstering the image and reputation of Islamic educational institutions. The study offers recommendations for digital marketing strategies that these institutions can implement to enhance their visibility, public trust, and appeal to prospective students.

References

Aaker, D. A. (2014). Aaker on Branding: 20 Principles That Drive Success. New York: Morgan James Publishing.

Azra, A. (2012). Pendidikan Islam: Tradisi dan Modernisasi di Tengah Tantangan Milenium III. Jakarta: Kencana.

Balmer, J. M. T. (2013). Corporate marketing: Apocalypse, advent and epiphany. Management Decision, 51(9), 1904–1931. https://doi.org/10.1108/MD-09-2012-0631

Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation and Practice (7th ed.). London: Pearson Education.

Creswell, J. W. (2014). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (4th ed.). Thousand Oaks: Sage Publications.

Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168

Gensler, S., Völckner, F., Liu-Thompkins, Y., & Wiertz, C. (2013). Managing brands in the social media environment. Journal of Interactive Marketing, 27(4), 242–256. https://doi.org/10.1016/j.intmar.2013.09.004

Hemsley-Brown, J., & Oplatka, I. (2010). Market Orientation in Universities: A Comparative Study of Two National Higher Education Systems. International Journal of Educational Management.

Kapferer, J.-N. (2012). The new strategic brand management: Advanced insights and strategic thinking (5th ed.). Kogan Page.

Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241–251. https://doi.org/10.1016/j.bushor.2011.01.005

Kotler, P., & Fox, K. (1995). Strategic Marketing for Educational Institutions. New Jersey: Prentice Hall.

Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). New Jersey: Pearson.

Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365. https://doi.org/10.1016/j.bushor.2009.03.002

Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative Data Analysis: A Methods Sourcebook (3rd ed.). Thousand Oaks: Sage Publications.

Oplatka, I., & Hemsley-Brown, J. (2012). The research on school marketing: Current issues and future directions—An updated version. Educational Management Administration & Leadership, 40(2), 243–258. https://doi.org/10.1177/1741143211431118

Ryan, D. (2016). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. London: Kogan Page.

Tuten, T. L., & Solomon, M. R. (2018). Social media marketing (3rd ed.). Sage Publications.