The Rise of New Santri on Instagram @santridesign: Community Branding and Mainstreaming of Moderate Da'wah

Asna Istya Marwantika (Institut Agama Islam Negeri Ponorogo)

Jurnal Kopis: Kajian Penelitian dan Pemikiran Komunikasi Penyiaran Islam
Vol. 5 No. 1 (2022): Vol. 5 No. 1 (2022): Jurnal Kopis: Kajian Penelitian dan Pemikiran Komunikasi P

Abstract The consequences of the development of communication technology and the information society in Indonesia made to a new concept in the form of New Santri. This study aims to see the New Santri movement in Santri Design Community (SDC) on Instagram @santridesign through community branding and moderate da’wah content. The research method used a qualitative approach with data collection techniques in the form of interviews, observations and documentation, data analysis techniques using community branding theory, content analysis and qualitative data analysis techniques in the form of data reduction, data display, and conclusion drawing. The result of the study was that Santri Design Community (SDC) carried out community branding by using maintaining good relations between customers and products (Customer-Product Relationship) through consistency in creating creative content and building community networks through the madrasah design and regional chapters. Santri Design Community (SDC) has mainstreamed moderate da’wah through containing ulama quotes, biography of Ulama, commemoration of Great Day Islam, challenge and sharing designs. Abstrak Konsekwensi dari perkembangan teknologi komunikasi dan masyarakat informasi di Indonesia melahirkan konsep baru berupa New Santri. Penelitian ini bertujuan untuk melihat gerakan New Santri dalam Santri Design Community (SDC) di Instagram @santridesign melalui branding komunitas dan isi konten dakwah moderat. Metode penelitian yang digunakan menggunakan pendekatan kualitatif dengan teknik pengumpulan data berupa wawancara, observasi dan dokumentasi, teknik analisis data menggunakan teori community branding, content analysis dan teknik analisis data kualitatif berupa reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian adalah Santri Design Community (SDC) melakukan community branding dengan menggunakan menjaga hubungan baik antara pelanggan dan produk (Customer-Product Relationship) melalui konsistensi dalam menciptakan konten kreatif dan membangun jaringan komunitas melalui desain madrasah dan chapter wilayah. Santri Design Community (SDC) telah mengarusutamakan dakwah moderat melalui konten yang berisi kutipan ulama, biografi Ulama, peringatan hari besar Islam, perlombaan, dan berbagi desain.