NEW TRENDS IN MARKETING BOARDING SCHOOL EDUCATION: UTILIZING SOCIAL MEDIA TO INCREASE VISIBILITY AND COMMUNITY PARTICIPATION

Abstract

This study aims to explore how new trends in marketing Boarding School education at Pondok Boarding School Darussalam Gontor by utilizing social media to increase visibility and community participation. This research uses a qualitative method with a case study. Data were collected through in-depth interviews, participatory observation, and content analysis. The results showed that increasing Boarding School visibility can be achieved through the use of social media algorithms, the use of educational content to increase credibility, and support from alumni and donors through social media. Proper use of social media algorithms can prioritize relevant content, in targeting audiences. In addition, the use of educational content proved effective in increasing the credibility of the Boarding School in the eyes of the community and attracting prospective students, and strengthening alumni and community relationships. Support from alumni and donors also increased significantly due to more intensive interactions on social media. The findings offer practical guidance for other Boarding School that want to develop innovative and effective digital marketing strategies. Thus, social media is an effective tool in the education marketing strategy of Darussalam Islamic boarding school Gontor, allowing them to reach a wider audience and increase participation and support from the community.