STRATEGIC TRANSFORMATION IN ISLAMIC BOARDING SCHOOL EDUCATION MARKETING: OPTIMIZING DIGITAL POTENTIAL AND SOCIAL NETWORKS

Abstract

Pesantren, a traditional Islamic educational institution in Indonesia, has a significant role in shaping character and providing religious education to the younger generation. However, Islamic boarding schools are currently facing considerable modernization challenges. The rapid development of information and communication technology requires Islamic boarding schools to adapt to remain relevant and competitive in the digital era. As an institution that has been established for a long time, Pesantren is still lagging behind in utilizing technology. On the other hand, modern society relies more on digital technology and social networks to get information, interact, and make decisions, including in choosing educational institutions. Therefore, Islamic boarding schools need to carry out a strategic transformation in their educational marketing by optimizing the potential of digital and social networks. This effort is expected to increase the visibility of the pesantren, attract more new registrants, and strengthen relationships with the wider community.

This study aims to examine the strategic transformation of pesantren education marketing through optimizing digital potential and social networks. Islamic boarding schools, as traditional Islamic educational institutions in Indonesia, face the challenges of modernization and the need to adapt to the development of information technology. This study uses a qualitative method with a case study approach to the Sunan Ampel Banyuwangi Islamic Boarding School. Data were collected through in-depth interviews, participatory observation, and analysis of related documents. The study results show that implementing digital marketing strategies, such as using social media, official websites, and mobile applications, can increase the visibility and reputation of pesantren among the wider community. In addition, social networks play an important role in building communities and strengthening relationships between pesantren, alumni, and prospective students. This transformation increases the number of new registrants and strengthens the identity and image of the pesantren as an educational institution that is adaptive to the changing times. This study concludes that optimizing digital potential and social networks is an effective strategic step in marketing pesantren education. The implementation of appropriate information technology can expand marketing reach, strengthen communication networks, and support the sustainability and development of Islamic boarding schools in the digital era.