Pengaruh Strategi Pemasaran Pondok Pesantren Berbasis Digital Terhadap Minat Peserta Didik

Riska Fikri Yanti; Wahyu Hidayat; Heny Mulyani

Authors

Riska Fikri Yanti UIN Sunan Gunung Djati Bandung
Wahyu Hidayat UIN Sunan Gunung Djati Bandung
Heny Mulyani UIN Sunan Gunung Djati Bandung

Keywords:

digital based marketing strategy, islamic boarding schools, student interest

Abstract

The development of information technology has encouraged Islamic boarding schools to utilize digital media, such as websites, Instagram, YouTube, TikTok, Facebook, WhatsApp, and other online communication platforms, as a means of promotion and information dissemination. This digital marketing strategy is expected to attract attention, foster interest, arouse desire, and encourage prospective students to register and become part of the Islamic boarding school. This study aims to: (1) Determine the digital-based Islamic boarding school marketing strategy at the Al-Aqsha Modern Islamic Boarding School in Jatinangor, Sumedang. (2) Determine student interest at the Al-Aqsha Modern Islamic Boarding School in Jatinangor, Sumedang. (3) Analyze the influence of digital-based Islamic boarding school marketing strategies on student interest at the Al-Aqsha Modern Islamic Boarding School in Jatinangor, Sumedang. This study uses a quantitative approach with descriptive methods. Data collection in this study was obtained through a questionnaire with a Likert scale data measurement. The respondents of this study were 61 10th grade high school students at the Al-Aqsha Modern Islamic Boarding School in Jatinangor, Sumedang. The results of the study indicate that (1) the digital-based Islamic boarding school marketing strategy at the Al-Aqsha Modern Islamic Boarding School in Jatinangor, Sumedang, obtained an average score of 3.83. This score is classified as "High" because it is in the interval range of 3.6 - 4.5. (2) Student interest at the Al-Aqsha Modern Islamic Boarding School in Jatinangor, Sumedang, obtained an average score of 3.97. This score is classified as "High" because it is in the interval range of 3.6 - 4.5. (3) The results of statistical testing (T-test) showed that the calculated T value > T table, namely 3.498 > 1.671 with a significance of 0.001. Therefore, there is a significant influence between the digital-based Islamic boarding school marketing strategy on student interest. The results of this study also showed an influence of 1.65%. The remaining 40.6% was influenced by other factor.

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