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All Journal Afkarina : Jurnal Pendidikan Agama Islam
Aviatun, Siti Nur
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Religion Humanities Decision Sciences, Operations Research & Management Social Sciences

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Exploring the Paradox of Islamic Boarding School Digital Marketing between the Values of Politeness and the Demands of Social Media Algorithms Firdausiyah, Rifka Jannatul; Ni'am, Muhammad Durrin; Kunta, Ittaqillah Haitsuma; Aviatun, Siti Nur; Kamil, Moh.; Rofik, Moh.; Novita, Mona
AFKARINA: Jurnal Pendidikan Agama Islam Vol 10, No 2 (2025)
Publisher : Universitas Nurul Jadid

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33650/afkarina.v10i2.15135

Abstract

This study aims to understand how Islamic boarding schools (pesantren) manage the paradox between the value of politeness and the demands of social media algorithms in digital marketing practices. This phenomenon is crucial because Islamic boarding schools are faced with the need to remain relevant in the digital space without losing their foundational values. A qualitative approach was used, with a case study design at the Kwagean Islamic Boarding School in Kediri. Data were collected through direct observation and in-depth interviews with administrators, the media team, and students involved in content production. Data were then analyzed step by step to identify emerging patterns and meanings. The results show that Islamic boarding schools engage in a continuous negotiation process between maintaining politeness and adapting to the logic of the algorithm. Communication styles are made lighter and more adaptive, while remaining within the boundaries of maintained values. On the other hand, algorithms also influence content production patterns, particularly in the tendency to repeat formats deemed effective. This condition creates a hybrid communication identity, where depth of substance is maintained while presented in a simpler manner. These findings illustrate that digital adaptation does not always lead to a loss of values, but can instead provide a space for formulating new, more contextual forms of communication. This study is expected to enrich the discourse on religious digital communication and serve as a practical reference for Islamic boarding schools in managing media wisely amidst the pressures of digital systems.
Transforming Traditional Preaching Through Digital Marketing for More Effective Islamic Education Kamil, Moh.; Firdausiyah, Rifka Jannatul; Ni’am, Muhammad Durrin; Rofik, Moh.; Kunta, Ittaqillah Haistuma; Aviatun, Siti Nur
AFKARINA: Jurnal Pendidikan Agama Islam Vol 10, No 2 (2025)
Publisher : Universitas Nurul Jadid

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33650/afkarina.v10i2.15109

Abstract

This study aims to examine how transforming traditional da'wah through the use of digital marketing can increase the effectiveness of Islamic education, both in terms of disseminating knowledge and reaching a wider audience. The method used in this study is a qualitative approach with literature review and in-depth interviews. Data was collected through relevant sources such as scientific articles, books, and discussions with digital da'wah practitioners and Islamic educators. The results show that integrating traditional da'wah with digital marketing can expand access to Islamic education, accelerate the dissemination of information, and enhance interaction with audiences. The use of digital platforms such as social media, blogs, and podcasts can attract the interest of the younger generation to become more actively involved in da'wah activities and Islamic education. The implication of this study is that traditional da'wah needs to adapt to technological developments to increase its effectiveness. The use of digital marketing in the context of Islamic education opens new opportunities for broader dissemination of knowledge and creates innovative ways for Muslims to learn and interact with da'wah.
Co-Authors Firdausiyah, Rifka Jannatul Kamil, Moh. Kunta, Ittaqillah Haistuma Kunta, Ittaqillah Haitsuma Mona Novita Ni'am, Muhammad Durrin Ni’am, Muhammad Durrin Rofik, Moh.