PERAN TIM MEDIA PONDOK PESANTREN DALAM MENINGKATKAN BRANDING PADA MEDIA SOSIAL DI PESANTREN MODERN UMMUL QURO AL-ISLAMI BOGOR JAWA BARAT

Laila, Siti (2025) PERAN TIM MEDIA PONDOK PESANTREN DALAM MENINGKATKAN BRANDING PADA MEDIA SOSIAL DI PESANTREN MODERN UMMUL QURO AL-ISLAMI BOGOR JAWA BARAT. Magister (S2) thesis, Universitas Islam 45.

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Abstract

Peran Tim Media Pondok Pesantren dalam Meningkatkan Branding pada Media Sosial di Pesantren Modern Ummul Quro Al-Islami Bogor Jawa Barat Siti Nadia Laila Megister Manajemen Pendidikan Islam Universitas Islam 45’ Bekasi Nadialaila324@gmail.com ABSTRACT This study aims to analyze the role of the social media team in enhancing the branding of the Ummul Quro Al-Islami Modern Islamic Boarding School in Bogor, West Java, through strategic and structured digital content management. The foundational theory in this study refers to Keller's branding theory, which emphasizes the importance of brand awareness and brand image through consistent and relevant communication on social media. The research method uses a descriptive qualitative approach with data collection through interviews, observations, and documentation of the activities of the Islamic boarding school's social media team. The results of the study indicate that the existence of Standard Operating Procedures (SOPs) in managing the social media team's tasks has a significant impact on the consistency of content production, increasing audience interaction, and enhancing brand engagement and the positive image of Islamic boarding schools. A systematically structured social media team can increase public awareness of Islamic boarding schools through engaging, informative content that aligns with the school's values. Obstacles such as limited resources and the dynamics of social media algorithms can be overcome through regular planning and evaluation based on data analytics. This study concludes that the strategic role of the social media team, supported by the implementation of SOPs and strong branding theory, significantly contributed to enhancing the branding of the Ummul Quro Al-Islami Modern Islamic Boarding School in the digital era. These findings have implications for other Islamic boarding schools seeking to maximize the potential of social media as a tool for building an effective and sustainable Islamic education brand. Keywords: Branding, Social Media, Media Team, Modern Islamic Boarding School, Keller's Brand Equity Theory, SOP

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