Social Media Based Marketing Strategy to Build a Positive Image
DOI:
https://doi.org/10.52690/jswse.v6i3.1227Keywords:
Islamic Education Branding, Marketing Strategy, Social Media, Positive ImageAbstract
This research aims to describe and analyze the social media-based marketing strategies implemented by MTS Al-Washliyah Km 6 Medan in building a positive image of the institution amidst the increasingly competitive educational institution rivalry. In the digital era, social media has become a strategic means of conveying information, fostering communication, and strengthening the branding of Islamic education. This research employs a qualitative approach with data collection techniques through observation, in-depth interviews, and documentation involving social media managers, school principals, and related stakeholders. The results indicate that utilizing platforms such as Instagram, Facebook, and WhatsApp with educational content, promotional activities of the school, as well as testimonials from students and alumni. This strategy is effective in increasing the visibility of schools and shaping a positive perception of the quality of education and Islamic values in the community. This study fills a gap in the literature by examining how Islamic values are integrated into social media marketing for madrassas, a topic that has been less explored in existing research. The findings emphasize that social media marketing can be an important instrument in building a positive image of schools if implemented consistently, communicatively, and in accordance with the characteristics of the audience.
References
Agatha, R., & Salsabila, C. (2023). Thrifting Marketing Construction Using Social Media. Jurnal Riset Sosial Humaniora dan Ilmu Pendidikan, 2(4), 198-209. https://doi.org/10.58192/sidu.v2i4.1570
Ambarwati, P., & Gunawan, A. (2025). Implementation of Marketing Mix in Improving Education Quality: A Systematic Literature Review. JIIP (Jurnal Ilmiah Ilmu Pendidikan), 8(3), 6829-6834. https://doi.org/10.54371/jiip.v8i3.7403
Budiyatmo, B., & Iriani, A. (2022). Building the School Image Based on Marketing Mix to Increase the Number of Students. Kelola: Jurnal Manajemen Pendidikan, 9(2), 238–252. https://doi.org/10.24246/j.jk.2022.v9.i2.p238-252
Cingillioglu, I., & Prokhorov, A. (2024). Social media marketing for student recruitment: an algorithmically sequenced literature review. Journal of Marketing for Higher Education, 34(2), 1101-1123. https://doi.org/10.1080/08841241.2023.2177789
Creswell, J. (2020). Research Design: Qualitative, Quantitative, and Mixed Methods Approach (4th edition).Thousand Oaks: Publikasi Sage.
Daroen, S. S., & Nopita, S. H. (2024). Marketing Broiler Chickens Increases Farmers' Profits Through Efficiency And Marketing Strategies: A Literature Review. Jurnal Ilmiah Nusantara (JINU), 1(4), 445-454. https://doi.org/10.61722/jinu.v1i4.1806
Davis, & Litsey. (2024). Brick by Brick: Marketing Strategies for Building an Open Educational Resources Office. Journal of Librarianship and Scholarly Communication, 12(1), 1-13. https://doi.org/10.31274/jlsc.16896
Devi, S. P., & Mahardhika, E. H. (2025). Marketing Mix and Entrepreneurship. Jurnal Ekonomi, Bisnis dan Manajemen, 4(1), 56-76. https://doi.org/10.58192/ebismen.v4i1.3139
Elanda, Y., & Rizki, A. (2025). Influencer Marketing on Social Media: A Literature Review on Effectiveness and Ethics in the Digital Era. Paradoks: Jurnal Ilmu Ekonomi, 8(1), 405-412. https://doi.org/10.57178/paradoks.v8i1.1127
Felik, Y., & Manggu, B. (2024). The Role of Marketing Communication in Increasing Brand Awareness and Sales: A Strategic Approach. Mount Hope Management International Journal (MOMIL), 2(1), 91-99. https://doi.org/10.61696/momil.v2i1.392
Fitriani, W. (2024). Impact Analysis of the Use of Tiktok Application on Teenagers: A Systematic Literature ReviewAuthors. Jurnal Counselia; Bimbingan Konseling Pendidikan Islam, 5(1), 1-14. https://doi.org/10.31943/counselia.v5i1.90
Haque, & Grace, M. (2024). Literature Review: Marketing Strategies To Enhance Competitiveness for Halal Products, Halal Msme Shops, and Halal Tourism. Journal of Syntax Literate, 9(5), 31-56. https://doi.org/10.36418/syntax-literate.v9i5.15402
Hartini, Y., & Noorhafizah. (2024). Literature Review Study on the Role of Leadership and Quality Management Strategies for Better Performance and Educational Quality. Learning: Jurnal Inovasi Pendidikan dan Pembelajaran, 5(1), 303-311. https://doi.org/10.51878/learning.v5i1.4339
Hoxhaj, B., & Xhani, D. (2023). The Role of Social Media on Self-Image and Self-Esteem: A Study on Albanian Teenagers. Journal of Educational and Social Research, 13(4), 128. https://doi.org/10.36941/jesr-2023-0096
Khanna, & Jacob. (2024). Marketing of higher education institutes through the creation of positive learning experiences–analyzing the role of teachers’ caring behaviors. Journal of Marketing for Higher Education, 34(1), 116–135. https://doi.org/10.1080/08841241.2021.1966158
Lailiyah, N. I. (2023). Literature Review: KOL Marketing as a Digital Marketing Strategy in the Social 5.0 Era. Jurnal Informatika Ekonomi Bisnis (INFEB), 5(3), 1055-1058. https://doi.org/10.37034/infeb.v5i4.576
Li, F., Larimo, J., & Leonidou. (2023). Social media in marketing research: Theoretical bases, methodological aspects, and thematic focus. Psychology & Marketing, 40(1), 124-145. https://doi.org/10.1002/mar.21746
Melkisedek, & Neonane, T. (2025). Exploring Entrepreneurial Potential: Strategies, Challenges, and Opportunities in the Digital Era. Student Scientific Creativity Journal, 3(1), 90-103. https://doi.org/10.55606/sscj-amik.v3i1.4662
Moleong, L. J. (2000). Qualitative Research Method. Bandung: Remaja Rosdakarya.
Muthiah, F. (2024). Peran Social Networking Sites dalam meningkatkan Stakeholder Engagement: A Literature Review. Jurnal Lensa Mutiara Komunikasi, 5(2), 86–104. https://doi.org/10.51544/jlmk.v5i2.2161
Noor, T. D., & Nurvenda, S. S. (2023). Review of E-Marketing Strategies at Kinasih Resort & Conference Bogor. Jurnal Ilmiah Pariwisata Kesatuan, 4(2), 71 - 80. https://doi.org/10.37641/jipkes.v4i2.2069
Nurhidayah, A. E. (2022). Optimization of Social Media Usage in Enhancing Brand and Quality of Islamic Education Through an Educational Management Approach. Jurnal Ekonomi dan Bisnis, 2(2), 107–117. https://doi.org/10.56145/jurnalekonomidanbisnis.v2i2.292
Nurrachma, A. Y., & Shaluhiyah, Z. (2024). Factors Affecting Consumer Behavior In The Purchase of Trauma Center Services as Considerations in Hospital Marketing Management: Scoping Review. Healthy Tadulako Journal, 10(4), 620-630. https://doi.org/10.22487/htj.v10i4.1408
Salma Oktavina, M. D. (2025). The Influence of Social Media as a Source of Inspiration for Makeup and Hairdos in the International Wedding Course. Jurnal Multidisiplin Ilmu Akademik (JMIA), 2(2), 266-275. https://doi.org/10.61722/jmia.v2i2.4300
Sari, N. K., & Syaddam. (2025). Literature Review: Websites as a Digital Marketing Tool in Elementary and Secondary Schools in the Era of Cloud Computing. BIOS: Jurnal Teknologi Informasi dan Rekayasa Komputer, 6(1), 39-46. https://doi.org/10.37148/bios.v6i1.161
Setiyati, & Tarman. (2024). Strategic Planning in Building the Quality of Education at Madrasah Syaichona Kholil Teluk Pandan. Jurnal Tarbiyah dan Ilmu Keguruan Borneo, 5(2), 267-281. https://doi.org/10.21093/jtikborneo.v5i2.8749
Sugiyono. (2022). Quantitative, Qualitative, and R&D Research Methods. Bandung: Alfabeta.
Suhaedin, E., & Ganefri. (2023). Systematic Literature Review on the Influence of Entrepreneurship Education in Increasing Students' Interest in Entrepreneurship in Vocational High Schools. Jurnal Informatika Ekonomi Bisnis (INFEB), 5(4), 1-15. https://doi.org/10.37034/infeb.v5i4.757
Suhag, & Rauniyar. (2023). Social Media Effects Regarding Eating Disorders and Body Image in Young Adolescents. Published via DMIHER Center for Advanced Physiotherapy Education & Research, 16(4), 1-10. https://doi.org/10.7759/cureus.58674
Topan Iskandar, U. K. (2023). Philosophy of Islamic Educational Management: A study of educational management from the perspective of Islamic philosophy. Nganjuk: Dewa Publishing.
Udayana, P. S. (2024). The Impact of Marketing Strategy on Purchasing Intention Using Instagram Social Media: A Literature Review. Inspire: Journal of Culinary, Hospitality, Digital & Creative Arts and Event, 2(1), 20-30. https://doi.org/10.46837/inspire.v2i1.46
Umbara, F. W. (2021). User Generated Content on Social Media as a Business Promotion Strategy. Jurnal Manajemen Strategi dan Aplikasi Bisnis, 4(2), 572-581. https://doi.org/10.36407/jmsab.v4i2.366
Umi Kalsum, P. S. (2023). Contemporary Issues. Jambi: Sonpedia Publishing.
Wakhidah, U. S., & Nina, O. (2024). The Role of Public Relations in Enhancing the School's Image. Business and Accounting Education Journal, 5(2), 325-340. https://doi.org/10.15294/baej.v5i2.12967
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Adelia Fitri, Nurika Khalila Daulay
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
