Stylistic Features, Persuasive Messages, and Digital Ad Content in Strengthening Brand Awareness for a Popular Islamic Elementary School in East Java Province

Ahmad Syamsuddin (Universitas Hasyim Asy'ari Tebuireng Jombang)
Alfian Setya Nugraha (Universitas Hasyim Asy'ari Tebuireng Jombang)

Alinea: Jurnal Bahasa, Sastra, dan Pengajaran
Vol. 6 No. 3 (2026): Alinea: Jurnal Bahasa, Sastra, dan Pengajaran

The impact of the digital communication ecosystem on educational institutions has become a key component of marketing strategies for Islamic elementary schools seeking to attract interest and influence student enrollment decisions. Beyond digitalization, the use of persuasive language and messaging is employed to capture the attention of parents as they select the best schools for their children. This study aims to concretely explain the influence of stylistic features, persuasive messaging, and digital advertising content on the promotional efforts of two prominent Islamic elementary schools in East Java Province: SD Islam Sabilillah in Malang and SD Al Hikmah in Surabaya. A quantitative approach with a causal-associative research design was utilized. The data were subsequently analyzed using statistical software through several stages: descriptive statistics, normality testing, heteroscedasticity testing, simultaneous testing (F-test), multiple linear regression, and the coefficient of determination test to examine the relationships between independent and dependent variables. The multiple linear regression results yielded a calculated F-value of 45.400, exceeding the F-table value of 1.395. On the other hand, based on the coefficient of determination, the result obtained for the relationship between variables X1,2,3 and variable Y is 76.6%. The probability value (sig.) was 0.001, which is below the 0.05 significance level. Consequently, the null hypothesis (Ho) was rejected and the alternative hypothesis (Ha) was accepted; it is concluded that brand awareness regarding these prominent Islamic elementary schools is influenced by stylistic features, persuasive messaging, and digital advertising content. The study’s implications contribute positively to modern marketing practices within educational institutions, facilitating adaptation to digital-era market segmentation. Schools will continue to actively promote themselves through digital communication media as a means of enhancing service quality.