Manajemen Pemasaran Pondok Pesantren Berbasis Media Sosial

Abstract

This study aims to analyze social media-based marketing management at Pondok Pesantren Tahfidz Ummul Quro Salopa Tasikmalaya and to examine its implications for increasing public interest and trust. This study employed a descriptive qualitative approach. Data were collected through observation, in-depth interviews, and document analysis. The research subjects included the pesantren leadership, social media managers, and other relevant stakeholders. Data were analyzed through data condensation, data display, and conclusion drawing, while data validity was established through source and methodological triangulation. The findings indicate that social media-based marketing management at Pondok Pesantren Tahfidz Ummul Quro Salopa Tasikmalaya is implemented through planning, organizing, implementing, and evaluating activities. Planning involves determining marketing objectives, target audiences, media platforms, and content. Organizing is carried out flexibly by assigning administrators to manage social media and distributing tasks according to available competencies. Implementation utilizes Instagram, Facebook, YouTube, and TikTok to disseminate information about tahfidz programs, students’ activities, achievements, Islamic content, and new student admissions. Control and evaluation are conducted by monitoring public responses, audience engagement, enrollment inquiries, and internal discussions, although digital analytics have not yet been systematically utilized. The implementation of this strategy contributes to enhancing the pesantren’s image and visibility, increasing prospective students’ interest, improving the effectiveness of information dissemination, facilitating two-way communication with the public, and strengthening the digital competencies of the pesantren’s human resources.