<![CDATA[Islamic educational institutions are experiencing social change marked by increasing demands for transparency, reputation, and public participation in school governance. This study aims to analyze the transformation of communication strategies, patterns of stakeholder engagement, challenges encountered, and their sociological implications for institutional legitimacy at SMP Al-Irsyad Al Islamiyah Purwokerto. The research employed a qualitative approach with a case study design. Data were gathered through observation, in-depth interviews with 30 informants, and documentation of the school's communication media. The data were thematically analyzed through data condensation, categorization, interpretation, and verification using source and technique triangulation. The findings indicate that the school has developed a communication transformation through a hybrid model integrating digital media (WhatsApp, Instagram, Facebook, and website) with direct interpersonal communication. Stakeholder engagement is established through physical attendance at school events, academic program support, philanthropic activities, and limited decision-making forums. Challenges encountered include variations in parents' digital literacy, delayed responses, potential miscommunication, and the absence of a standardized crisis communication procedure. This study concludes that strategic communication transformation has sociological implications for fostering social trust, generating social capital, and strengthening institutional legitimacy amid educational modernization. ABSTRAK Lembaga pendidikan Islam menghadapi perubahan sosial yang ditandai oleh meningkatnya tuntutan transparansi, reputasi, dan partisipasi publik dalam tata kelola sekolah. Penelitian ini bertujuan untuk menganalisis transformasi strategi komunikasi, pola keterlibatan pemangku kepentingan, tantangan yang dihadapi, serta implikasi sosiologisnya terhadap pembentukan legitimasi lembaga di SMP Al-Irsyad Al Islamiyah Purwokerto. Penelitian menggunakan pendekatan kualitatif dengan desain studi kasus. Data dikumpulkan melalui observasi, wawancara mendalam terhadap 30 informan, dan dokumentasi media komunikasi sekolah. Data dianalisis secara tematik melalui kondensasi data, kategorisasi, interpretasi, dan verifikasi dengan triangulasi sumber serta teknik. Hasil penelitian menunjukkan bahwa sekolah mengembangkan transformasi komunikasi melalui model hibrida yang memadukan media digital (WhatsApp, Instagram, Facebook, dan website) serta komunikasi interpersonal langsung. Keterlibatan pemangku kepentingan terbangun melalui kehadiran fisik dalam agenda sekolah, dukungan program akademik, kegiatan filantropi, dan forum pengambilan keputusan terbatas. Kendala yang dihadapi mencakup keragaman literasi digital orang tua, keterlambatan respons pesan, potensi miskomunikasi, dan ketiadaan prosedur komunikasi krisis yang baku. Penelitian ini menyimpulkan bahwa transformasi komunikasi strategis berimplikasi sosiologis pada terciptanya kepercayaan sosial, modal sosial, dan penguatan legitimasi institusi di tengah modernisasi pendidikan. ]]>
