PEMBERDAYAAN PPI BAITUSSALAM MELALUI DIGITAL MARKETING DAN BRANDING ISLAMI BERBASIS PRA UNTUK MENINGKATKAN DAYA TARIK CALON SANTRI - Sri Mulyani; Vici Tiara Anjarsari; Purwatiningtyas Purwatiningtyas; Naufal Adgitya Nugraha (Universitas Muhammadiyah Mataram, 2025)
Abstrak: PPI Baitussalam mengalami penurunan pendaftar dan promosi digital yang sporadis. Program pengabdian masyarakat ini bertujuan meningkatkan kapasitas lembaga dalam digital marketing, branding Islami, serta pengelolaan konten media sosial yang kreatif dan efektif. Melalui pendekatan Participatory Rural Appraisal (PRA), kegiatan dirancang partisipatif sesuai kebutuhan lembaga. Tahapan meliputi pemetaan kebutuhan digital, penyusunan kalender konten 12 bulan, pelatihan storytelling, produksi foto–video, pengenalan SEO dasar, dan pendampingan manajemen media sosial. Sebanyak 20 peserta dari pengelola, humas, tim media, santri, dan alumni terlibat aktif. Hasil evaluasi menunjukkan peningkatan kepercayaan diri produksi konten dengan skor rata-rata 7,07/10, serta 67% siap bergabung dalam Tim Media Pesantren. Luaran konkret mencakup poster penerimaan santri baru, video profil, serta peningkatan unggahan Instagram dari 479 menjadi 543 dalam empat bulan. Analitik menunjukkan 68.107 tayangan dan 5.159 akun terjangkau di Instagram, serta kenaikan 1.006,2% tayangan Facebook. Program ini memperkuat kapasitas organisasi, konsistensi komunikasi, dan visibilitas digital pesantren, yang berpotensi meningkatkan daya tarik calon santri. Tahap lanjutan difokuskan pada implementasi website dan SEO, penguatan analitik, serta orkestrasi konten lintas kanal.Abstract: PPI Baitussalam experienced a decline in registrants and sporadic digital promotions. This community service program aims to increase the institution's capacity in digital marketing, Islamic branding, and creative and effective social media content management. Through a Participatory Rural Appraisal (PRA) approach, activities were designed in a participatory manner according to the institution's needs. Stages included mapping digital needs, preparing a 12-month content calendar, storytelling training, photo-video production, an introduction to basic SEO, and social media management mentoring. A total of 20 participants from management, public relations, the media team, students, and alumni were actively involved. Evaluation results showed an increase in confidence in content production with an average score of 7.07/10, and 67% were ready to join the Pesantren Media Team. Concrete outputs included new student admission posters, profile videos, and an increase in Instagram posts from 479 to 543 in four months. Analytics showed 68,107 impressions and 5,159 reachable accounts on Instagram, as well as a 1,006.2% increase in Facebook views. This program strengthens the Islamic boarding school's organizational capacity, communication consistency, and digital visibility, potentially increasing its appeal to prospective students. The next phase focuses on website implementation and SEO, strengthening analytics, and orchestrating cross-channel content.