RELIGIOUS SOCIAL PROOF: MEASURING THE IMPACT OF USING INFLUENCERS AND RELIGIOUS FIGURES IN MARKETING CAMPAIGNS FOR ISLAMIC BOARDING SCHOOLS IN THE SOCIAL MEDIA ERA

Abstract

This study aims to measure the impact of religious social proof through the use of influencers and religious leaders in the marketing campaign of Islamic boarding school (pesantren) education in the era of social media. The research employed a qualitative approach with a field study design. Data were collected through in-depth interviews, participatory observation, and documentation at Pondok Pesantren Salafiyah Asy-Syafi’iyyah Darul Qur’an Kundur Utara. Data analysis used Miles and Huberman’s interactive model, consisting of data reduction, data display, and conclusion drawing, while data validity was examined through triangulation of sources, techniques, and time. The findings reveal that the combination of influencers and kyai significantly expands audience reach, religious social proof drives the increase of new student enrollment, and alumni testimonies serve as a social legitimacy instrument that strengthens the pesantren’s image. This research contributes to the development of Islamic education communication strategies in the digital era, particularly in optimizing social media as a medium for da’wah and pesantren promotion without losing its religious authenticity.