OPTIMALISASI PERAN DIGITAL MARKETING SEBAGAI STRATEGI MANAJERIAL DALAM PENGUATAN BRANDING LEMBAGA PENDIDIKAN
DOI:
https://doi.org/10.23969/jp.v11i2.45767Keywords:
digital marketing, educational public relations, institutional brandingAbstract
This study aims to analyze the integration of digital marketing as a managerial strategy in strengthening institutional branding at Madrasah Ibtidaiyah Nurul Mun’im. A qualitative descriptive approach was employed through interviews, observations, and documentation involving public relations teams, teachers, students, and parents. The findings reveal that the utilization of digital platforms such as Instagram, YouTube, TikTok, Facebook, and WhatsApp has formed a structured, consistent, and participatory communication ecosystem. The “one day, one upload” strategy enhances institutional visibility while shaping a positive public perception. Importantly, digital marketing functions not only as a promotional tool but also as a strategic instrument for constructing institutional identity, enhancing students’ self-awareness, and strengthening social relationships between the school and parents. The role of public relations as strategic communication managers is crucial in maintaining message consistency and institutional values. This study highlights that digital marketing contributes multidimensionally to institutional reputation, credibility, and organizational culture in educational settings.
Downloads
References
Ayyasy, A. N., & Maelani, S. (2024). Tantangan Kompetensi SDM dalam Menghadapi Era Digital: Sebuah Literatur Review. Jurnal Ilmu Sosial, Manajemen, Akuntansi Dan Bisnis, 1(02), 53–59. https://doi.org/10.70508/2egxeq43
BloggerBorneo. (2024). Peran Digital Marketing dalam Lembaga Pendidikan.
Budiarti, E., Anggreini, D., Susanti, D. A. P., Damayanti, Y., & Yunita, Y. (2023). Strategi Branding Sekolah dalam meningkatkan Kepercayaan Masyarakat di Indonesia. JIIP - Jurnal Ilmiah Ilmu Pendidikan, 6(5), 3568–3576. https://doi.org/10.54371/jiip.v6i5.2074
Chaffey, D., & Smith, P. R. (2022). Digital marketing excellence: planning, optimizing and integrating online marketing. Routledge.
Dimas Kurnia Robby, M. T. K. (2024). DIGITAL MARKETING SEBAGAI MEDIA BRANDING SEKOLAH DI PERGURUAN MUHAMMADIYAH RAWAMANGUN. Jurnal Pengabdian Masyarakat, 4, 107–117.
Gamba, P. (2025). Different Forms of Digital Marketing : A Comprehensive Analysis. 3(2).
Ma’ruf, M. (2023). Penerapan Marketing Management Dengan Metode Digital Marketing Untuk Meningkatkan Penjualan Home Industry:(Studi Kasus Agung Dimsum Medan Tembung). Jurnal Publikasi Ilmu Manajemen, 2(4), 208–225.
Miles, M. B., & Huberman, A. M. (1994). Qualitative Data Analysis: An Expanded Sourcebook (2nd ed.). Thousand Oaks, CA ER: Sage Publications.
Nurhidayah, A. E. (2022). Optimalisasi Penggunaan Media Sosial Dalam Meningkatkan Brand Dan Mutu Pendidikan Islam Melalui Pendekatan Manajemen Pendidikan. Jurnal Ekonomi Dan Bisnis, 2(2), 107–117.
Putri, Agustina; Hariyati, N. (2023). Strategi Public Relations Dalam Upaya Mewujudkan Citra Positif Sekolah Melalui Media Sosial (Studi Pada Madrasah Aliyah Negeri 2 Di Rembang). Inspirasi Manajemen Pendidikan, 11, 1–23.
Putri C., et al. (2022). Branding Institusi Pendidikan Melalui Media Sosial Instagram. SEIKO : Journal of Management & Business, 5(December). https://doi.org/10.37531/sejaman.v5i2.2893
Rahastine, M. P. (2025). Integrasi Public Relations dan Media sebagai Instrumen Komunikasi Efektif di Era Digital. AL-MIKRAJ Jurnal Studi Islam Dan Humaniora (E-ISSN 2745-4584), 5(2), 1728–1737.
Sanapang, G. M., Monalisa, M., Syam, A., Ardyan, E., & Perdana, C. C. (2025). Digital Marketing: Strategy & Inovasi Pemasaran Digital. PT. Green Pustaka Indonesia.
Saputri, S. A. S., Kusumaningrum, H., & Munawwaroh, Z. (2023). Strategi Digital Marketing Dalam Meningkatkan School Branding. Educational Journal of Bhayangkara, 3(1), 75–84. https://doi.org/10.31599/edukarya.v3i1.2375
Setiawati, I. B., & Ismail, J. (2025). Pemanfaatan Digital Marketing dalam Membangun Brand Awareness Institusi Pendidikan Tinggi.
Winarto, A., Mahmud, E., & Muadin, A. (2023). Manajemen Humas dalam Membangun Citra Lembaga: Studi Multisitus di STAI Sangatta dan STIPER Sangatta Kutai Timur. Sustainable Jurnal Kajian Mutu Pendidikan, 6(1), 159–169. https://doi.org/10.32923/kjmp.v6i1.3355
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Pendas : Jurnal Ilmiah Pendidikan Dasar
This work is licensed under a Creative Commons Attribution 4.0 International License.
