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Muhammad Thoiful Abrar
Universitas Nurul Jadid, Paiton, Probolinggo, Indonesia
Education

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STRATEGI PEMASARAN MEDIA SOSIAL UNTUK PERGURUAN TINGGI ISLAM: MENINGKATKAN KETERLIBATAN MEREK DI ERA DIGITAL Muhammad Kholilurrohman; Muhammad Thoiful Abrar; Ida Kusumawati; Unzilah Khomairohtus Shiyamah; Siti Khofsah; Zackyl Musthofa; Badrul Mudarris
Jurnal Manajemen Pendidikan Vol. 11 No. 3 (2026): Regular Issue (In Progress)
Publisher : STKIP Pesisir Selatan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34125/jmp.v11i3.2192

Abstract

The growth of social media has encouraged universities to utilize it as a digital marketing tool to increase audience engagement. This study aims to analyze social media marketing strategies for enhancing brand engagement at Islamic universities, specifically at STAI Al-Utsmani, Jambesari Darus Sholah, Bondowoso. The method used is a qualitative approach employing a case study and grounded research. Data collection was conducted through observation, in-depth interviews, questionnaires, and a desk review of documents and social media content. Data analysis was conducted through the stages of data condensation, data presentation, and verification, using content analysis, discourse analysis, and interpretive analysis techniques. The research results indicate that the dominance of informative content and low levels of digital interaction are the primary factors hindering audience engagement, while the integration of Islamic values has been shown to hold potential in enhancing emotional engagement. It is concluded that the success of social media marketing is not only determined by the intensity of posts but also by content quality, interactivity levels, and the relevance of the values conveyed. The implications of this study underscore the importance of transforming social media marketing strategies through the development of more interactive, creative, and Islamic-value-based content to sustainably enhance brand engagement.
PEMASARAN DIGITAL DI PENDIDIKAN ISLAM: MEMBANGUN LOYALITAS SISWA MELALUI STRATEGI PERIKLANAN YANG SESUAI SYARIAH Muhammad Thoiful Abrar; Muhammad Kholilurrohman; Zackyl Musthofa; Unzilah Khomairohtus Shiyamah; Ida Kusumawati; Siti Khofsah; Hefniy
Jurnal Manajemen Pendidikan Vol. 11 No. 3 (2026): Regular Issue (In Progress)
Publisher : STKIP Pesisir Selatan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34125/jmp.v11i3.2193

Abstract

This research aims to explore the application of sharia-based digital marketing strategies in Islamic education and its impact on student loyalty. This research focuses on how marketing strategies aligned with sharia principles can build long-term relationships between educational institutions and students, as well as increase their loyalty. The method used is a qualitative approach with in-depth interviews and observations of management and students. The results of the study show that digital marketing that prioritizes Islamic moral values, such as honesty and character development, can increase student loyalty by strengthening a sense of trust and attachment to institutions. Sharia-based marketing also manages to avoid the element of materialism and focuses more on the quality of education and character of students. The implications of this study show the importance of Islamic educational institutions to implement marketing strategies in accordance with sharia principles in order to strengthen student loyalty and create a positive image of the institution. This research also contributes to the development of educational marketing theories based on Islamic values that can be applied in other Islamic educational institutions.
Co-Authors Badrul Mudarris Hefniy Ida Kusumawati Muhammad Kholilurrohman Siti Khofsah Unzilah Khomairohtus Shiyamah Zackyl Musthofa