Optimalisasi media digital sebagai branding pondok pesantren salaf-modern Banin-Banat Al-Mubtadi-Ien Kediri
Keywords:
Pesantren branding, social media, digital media, Islamic boarding school, digital communicationAbstract
This article examines the optimization of digital media as a branding strategy at Pondok Pesantren Salafiyah Modern (PPSM) Al-Mubtadi-ien Ngadiluwih Kediri. The study employs a descriptive qualitative approach, with data collected through observation, interviews, and documentation related to the management of the pesantren’s social media. The findings indicate that PPSM Al-Mubtadi-ien has established digital media platforms; however, their management remains suboptimal due to being unstructured, inconsistent, and not integrated into the institution’s overall strategic framework. Digital media are primarily used as tools for internal activity documentation rather than as strategic communication instruments for building the pesantren’s brand. The main challenges identified include limited human resources, the absence of systematic content planning, and cultural caution in the use of digital media. Therefore, optimizing digital media through a well-planned, consistent branding strategy aligned with pesantren values is necessary to strengthen the image and visibility of PPSM Al-Mubtadi-ien in the digital public sphere.
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