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All Journal INFORMASI Jurnal Ilmu Sosial dan Humaniora CommIT (Communication & Information Technology) Jurnal Ilmu Komunikasi Indonesian Journal of Business and Entrepreneurship (IJBE) Dharmakarya : Jurnal Aplikasi Ipteks Untuk Masyarakat Jurnal PIKOM (Penelitian Komunikasi dan Pembangunan) Jurnal Ilmu Sosial dan Ilmu Politik Policy & Governance Review Jurnal ASPIKOM Aptisi Transactions on Technopreneurship (ATT) Formosa Journal of Social Sciences (FJSS) Prospect: Jurnal Pemberdayaan Masyarakat Formosa Journal of Applied Sciences (FJAS) Journal of Social Interactions and Humanities (JSIH) Proceeding of Conference on Strengthening Islamic Studies in the Digital Era Prosiding Seminar Nasional Ilmu Pendidikan Momentum Matrix: International Journal of Communication, Tourism, and Social Economic Trends INJECT Interdisciplinary Journal of Communication
Sri Hastjarjo
Fakultas Ilmu Sosial Dan Ilmu Politik Universitas Sebelas Maret
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Social Sciences Other

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Constructing Scout Identity through Digital Branding: A Qualitative Case Study of Instagram Use in MTA Islamic Boarding School Lintang Bayu Aji; Sri Hastjarjo; Yulius Slamet
INJECT (Interdisciplinary Journal of Communication) Vol. 10 No. 2 (2025)
Publisher : FAKULTAS DAKWAH UIN SALATIGA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18326/inject.v10i2.5009

Abstract

This study aims to analyze the implementation of digital branding strategies conducted by the Scout organization of Pondok Pesantren MTA through Instagram. In the era of digital transformation, social media plays a critical role in constructing institutional identity and image, including within Islamic educational institutions such as pesantren. Using a descriptive qualitative approach, data were collected through in-depth interviews, content observation, and documentation of the Instagram account @pramukaponpesmta. The findings indicate that the account is strategically managed to convey institutional messages, Scouting values, and Islamic educational character consistently. The digital branding strategy includes the use of distinctive visual elements (logos, colors, uniforms), educational narratives in captions, and active interaction with the audience. The content uploaded not only documents activities but also emphasizes character values such as discipline, leadership, and teamwork, which are aligned with the Kulliyatul Mu’allimin Al-Islamiyah (KMI) curriculum. This study concludes that social media can serve as a strategic tool in strengthening pesantren's institutional identity by adapting to the digital sphere. The branding implementation through Pramuka MTA’s Instagram illustrates how Scouting can represent character education values within a modern communication framework.
Co-Authors Abisono, Firya Qurratu'ain Adib Ahmad Agoes Hendriyanto Agus Rahmat Hidayat Akhmad Ridha Djamaluddin Anas Syahirul Alim Andi Supiyandi Andre Noevi Rahmanto Andre Rahmanto Andrik Purwasito Andrine Prima Afneta Arzil Andrine Prima Afneta Arzil Arfan Kalendra Garvi Wardana Aulia Suminar Ayu Aulia Suminar Ayu Azullah Zamzam Basuki Wahyu Utomo Benni Setiawan Diah Kusumawati Didik G. Suharto Didik Gunawan Suharto Didik Gunawan Suharto Ery Kurnia Ady Wibowo Hamid Arifin Hari Wahono Hebby Ilma Dini Ign. Agung Satyawan Ign. Agung Satyawan Ign. Agung Satyawan Ign. Agung Satyawan Ignatius Agung Satyawan Lintang Bayu Aji Made Dwi Pradnyana Putra Muhammad Zahrul Asyhary Mujawaroh Annafi Mutiara Yusdhiana Novita Haryono Novita Haryono Obed Adi Nugroho Pawito Pawito Pawito Prahastiwi Utari Pujono Efendi Rengga Mahendra Rifki Aulia Robby Adwa Fahlepi Rozaq, Miftahul Rutiana Dwi Wahyunengseh Sandra Alfiani Sandra Alfiani Son Haji Sudarmo Sudarmo Sudarmo sudarmo sudarmo Sudarmo Sudarmo Tri Mulyaningsih Tri Mulyaningsih Utari, Prahastiwi Wahyu Nur Harjadmo Wakit Abdullah Rais Widodo Muktiyo Widyantoro Yosia Enggar Kurniawan Yulius Slamet Yulius Slamet Yulius Slamet Yulius Slamet