Strategi Digital Public Relations Berbasis Nilai Islam dalam Meningkatkan Brand Awareness Pesantren di Ponpes Al Hidayah Samir Ngunut Tulungagung

Fakhruddin Al Farisy

doi:10.59689/iera.v7i1.2175

Fakhruddin Al Farisy STAI KH. Muhammad Ali Shodiq Tulungagung

DOI: https://doi.org/10.59689/iera.v7i1.2175

Keywords: Pesantren Digital Public Relations, Islamic Values, Brand Awareness

Abstract

The era of digital transformation, Islamic educational institutions particularly pesantren (is a Islamic boarding schools) face challenges regarding reputation articulation and institutional differentiation amidst an overwhelming flow of information. This study aims to analyze the implementation of a Digital Public Relations (DPR) strategy grounded in Islamic core values to enhance brand awareness for the Al Hidayah Samir Ngunut Islamic boarding school in Tulungagung. Employing a descriptive qualitative approach, the study documents how the integration of Islamic communication ethics specifically as qaulan sadīdan (honesty), qaulan ma'rūfan (kindness/propriety), and qaulan balīghan (effectiveness) transforms crisis communication, digital content management, and stakeholder interactions. Informants were selected using purposive sampling and consisted of public relations managers, the head of the public relations division, and division members. Data were collected through structured interviews and documentation, analyzed using the interactive model developed by Miles et al., and validated through source and method triangulation. Research findings indicate that the effectiveness of Digital PR at Pesantren Al Hidayah Samir (Ngunut, Tulungagung) achieved through the use of information technology is measured not merely by digital engagement metrics (such as engagement rates and traffic), but by the integration of spiritual authenticity (muru'ah) and technological capability. This strategic approach has proven effective in strengthening the pesantren's top-of-mind brand awareness as a modern educational institution grounded in spiritual character

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