SKRIPSI Nimatus Zahra

Nimatus Zahra (2026) SKRIPSI Nimatus Zahra. Undergraduate thesis, Universitas Muhammadiyah Palangkaraya.

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Abstract

The development of social media as part of digital communication has encouraged Islamic educational institutions to adapt their marketing and recruitment strategies. One of the most effective platforms today is Instagram, characterized by its visual, informative, and interactive nature. Ma’had Asy-Syafii, as an Arabic language educational institution, utilizes Instagram as a primary tool in the recruitment process for the general Muslim public. This study aims to determine the role of Instagram social media in supporting the recruitment process for new students among the general Muslim community at Ma’had Asy-Syafii. This strategy is implemented through an integrated marketing communication policy to ensure that the information conveyed through 1,087 pieces of content on the @mahad.asysyafii account is consistent, credible, and capable of reaching a wide target market digitally. This research uses a qualitative approach with a case study design. Data were obtained through in-depth interviews with 6 informants consisting of the Director (Mudir), Instagram Admin, Public Relations (Humas), New Students, and Parents (Wali). In addition, observations were conducted on the thousands of uploaded posts along with an analysis of registration documents. Data analysis was carried out systematically through the stages of data collection, coding, and drawing conclusions. The research results show that Instagram plays a role as a primary instrument in building Digital Trust through the provision of massive and transparent Digital Archives. The integrated marketing strategy that synergizes the roles of leadership, public relations, and admins has proven effective in guiding prospective students from the awareness stage to the final registration action. The institution's motivation to maintain visual consistency and comprehensive information in its content is a decisive factor for the general public in choosing this institution. The constraints found include challenges in maintaining rapid interaction with a very broad audience and dependence on dynamic platform algorithms. Overall, the use of Instagram has proven to be a strategic driving force that strengthens the efficiency and effectiveness of the new student recruitment process at Ma’had Asy-Syafii.

Item Type:	Thesis (Undergraduate)
Subjek:	A General Works > AC Collections. Series. Collected works
Program Studi:	Fakultas Ilmu Sosial Dan Ilmu Politik > Ilmu Komunikasi (S1)
Dosen Pembimbing 1:	Junaidi
Dosen Pembimbing 2:	Nafa Aqla Islami
Dosen Pembimbing 3:	Annisa Rizki Ananda
Date Deposited:	18 Jun 2026 09:53
Last Modified:	25 Aug 2026 11:47
URI:	https://etd.umpr.ac.id/id/eprint/78

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