Electronic Theses and Dissertation

Media sosial khususnya instagram kini menjadi instrumen penting bagi lembaga pendidikan islam termasuk pesantren, dalam membangun brandingdiruangdigital. pesantren modern tgk. chiek oemar diyan yang berlokasi di kabupaten aceh besar telah memanfaatkan akun instagram @oemardiyan_official sejak november 2017 untuk memperkenalkan identitas dan membangun citra lembaga kepada publik. penelitian ini bertujuan untuk mengkaji pemanfaatan instagram @oemardiyan_official dalam membentuk branding pesantren. penelitian menggunakan pendekatan kualitatif dengan jenis deskriptif kualitatif, dengan jumlah informan empat orang, dua informan kunci, dua informan pendukung. penelitian ini berlandaskan teori brand equity dan konsep komunikasi pemasaran terpadu atau integrated marketing communication. data dikumpulkan melalui wawancara terstruktur, observasi, dan dokumentasi. kemudian dianalisis menggunakan tiga tahapan, yaitu: reduksi data, penyajian data, dan penarikan kesimpulan. hasil penelitian menunjukkan bahwa pesantren memanfaatkan instagram secara terencana dan terintegrasi melalui dua bentuk komunikasi, yaitu periklanan dan hubungan masyarakat. dan juga secara bersamaan membentuk kesadaran merek, asosiasi merek, persepsi kualitas, dan loyalitas merek di kalangan followers. pada aspek periklanan, konten direncanakan melalui koordinasi bulanan dan memanfaatkan fitur feed, story, reels, live, serta collab post, dengan konten prestasi santri dan kampanye penerimaan santri baru terbukti paling efektif membangun citra pesantren. pada aspek hubungan masyarakat, pesantren memelihara relasi dengan wali santri dan alumni serta menangani isu sensitif secara objektif. meskipun komunikasi dua arah dengan followers yang mayoritas bersikap sebagai silent viewers belum berjalan optimal. penelitian ini menyimpulkan bahwa pemanfaatan instagram oleh pesantren modern tgk. chiek oemar diyan telah berjalan efektif dan berkontribusi nyata terhadap pembentukan branding lembaga pendidikan islam di ruang digital. kata kunci: instagram, branding pesantren, komunikasi pemasaran terpadu, brand equity, media sosial.

Social media particularly Instagram, has now become an important instrument for Islamic educational institutions, including pesantren (Islamic boarding schools), in building branding in the digital space. Pesantren Modern Tgk. Chiek Oemar Diyan, located in Aceh Besar Regency, has utilized the Instagram account @oemardiyan_official since November 2017 to introduce its identity and build the institution's image to the public. This research aims to examine the utilization of Instagram @oemardiyan_official in shaping the branding of the pesantren. The research employs a qualitative approach with a descriptive qualitative type, involving four informants: two key informants and two supporting informants. This research is grounded in Brand Equity theory and the concept of Integrated Marketing Communication. Data were collected through structured interviews, observation, and documentation, then analyzed using three stages: data reduction, data display, and conclusion drawing. The results show that the pesantren utilizes Instagram in a planned and integrated manner through two forms of communication, namely advertising and public relations, while simultaneously building brand awareness, brand association, perceived quality, and brand loyalty among followers. In terms of advertising, content is planned through monthly coordination and makes use of features such as feed, story, reels, live, and collaborative posts, with content on student achievements and new student admission campaigns proving most effective in building the pesantren's image. In terms of public relations, the pesantren maintains relationships with students' guardians and alumni and handles sensitive issues objectively. However, two-way communication with followers, the majority of whom act as silent viewers has not yet run optimally. This research concludes that the utilization of Instagram by Pesantren Modern Tgk. Chiek Oemar Diyan has been effective and has made a real contribution to shaping the branding of Islamic educational institutions in the digital space. Keywords: Instagram, pesantren branding, communication, Brand Equity, social media. integrated marketing