Analysis of Social Media Usage Management to Increase the Number of Prospective New Students at State Islamic Junior High Schools in Bekasi City
Article Sidebar
Main Article Content
Abstract
Competition between educational institutions in the digital era requires madrasas to develop more adaptive promotional strategies through the use of social media. State Islamic Junior High Schools (MTsN) in Bekasi City face challenges in attracting prospective new students because social media management has not been carried out optimally and integrated into the institution's management strategy. Data from the Bekasi City Ministry of Religious Affairs in 2024 shows that the number of MTsN applicants has decreased by around 15% compared to public schools. This study aims to analyze the management of social media use in increasing the number of prospective new MTsN students in Bekasi City, including planning, implementation, monitoring, and evaluation of digital strategies. The study used a descriptive qualitative approach with a case study design at three MTsN in Bekasi City. Data collection was carried out through in-depth interviews with madrasah principals and social media management staff, observation of official social media accounts, and analysis of promotional documents. Data analysis used the Miles and Huberman model through data reduction, data presentation, and drawing conclusions. The results showed that social media management was still weak at the content planning and digital performance evaluation stages. Optimizing creative content strategies and strengthening human resource capacity has the potential to increase the attractiveness of madrasas.
Article Details
The Authors submitting a manuscript do so on the understanding that if accepted for publication, copyright of the article shall be assigned to International Journal of Nusantara Islam, Sunan Gunung Djati State Islamic University.
The copyright encompasses exclusive rights to reproduce and disseminate articles in all forms and media, including reprints, photographs, microfilm, and similar reproductions, as well as translations. Some or all of the contents of this journal can be stored in databases and transmitted in any form and media without the need for written permission from the International Journal of Nusantara Islam, Sunan Gunung Djati State Islamic University.
The Editors and the Advisory International Editorial Board make every effort to ensure that no wrong or misleading data, opinions or statements be published in the journal. In any way, the contents of the articles and advertisements published in the International Journal of Nusantara Islam (IJNI) are sole and exclusive responsibility of their respective authors and advertisers.
References
Aisyah, S., Hidayati, D., Santosa, A. B., & Widodo, H. (2024). Manajemen pemanfaatan website dan Instagram sebagai sarana promosi untuk meningkatkan branding sekolah [Management of the use of websites and Instagram as promotional tools to improve school branding]. Manajemen Pendidikan, 16–36. https://doi.org/10.23917/jmp.v19i1.4023 [In Indonesian]
Anggraini, P. N., & Sukaris, S. (2023). Pengelolaan Media Sosial Instagram, Tiktok Dan Facebook Sebagai Sarana Digital Marketing Di Restoran Ayam Geprek Mangsoetta [Managing Social Media Instagram, TikTok, and Facebook as Digital Marketing Tools at Mangsoetta Fried Chicken Restaurant]. Innovative: Journal Of Social Science Research, 3(3), 3029–3040. https://doi.org/10.31004/innovative.v3i3.2226 [In Indonesian]
Azizah, F. W., & Widiyati, E. (2023). Analisis Kreativitas Guru dalam Memanfaatkan Teknologi Digital di MIN 3 Jombang [Analysis of Teacher Creativity in Utilizing Digital Technology at MIN 3 Jombang]. EL Bidayah: Journal of Islamic Elementary Education, 5(2), 183–196. https://doi.org/10.33367/jiee.v5i2.4141 [In Indonesian]
Budiyatmo, B., & Iriani, A. (2022). Membangun citra sekolah berdasarkan marketing mix untuk meningkatkan jumlah peserta didik [Building a school image based on the 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 [In Indonesian]
Fitriyanti, D. N. (2023). Manajemen Media Sosial Sekolah di Madrasah Tsanawiyah Muhammadiyah 2 Karanganyar [School Social Media Management at Muhammadiyah 2 Karanganyar Junior High School]. Al-Idaroh: Jurnal Studi Manajemen Pendidikan Islam, 7(1), 93–108. https://doi.org/10.54437/alidaroh.v7i1.676 [In Indonesian]
Handriyanto, I. H., & Wiyani, N. A. (2023). Manajemen Sosialisasi Kegiatan Pesantren Via Instagram Di Pesantren Modern ZIIS Cilongok [Management of Islamic Boarding School Activity Socialization via Instagram at the ZIIS Modern Islamic Boarding School in Cilongok]. Tadbir: Jurnal Manajemen Pendidikan Islam, 11(2), 176–190. https://doi.org/10.30603/tjmpi.v11i2.3624 [In Indonesian]
Indrioko, E. (2023). Utilization of Social Media as a Digital Publication Strategy at Nurul Ulum Islamic Boarding School. Al-Hayat: Journal of Islamic Education, 7(1), 243. https://doi.org/10.35723/ajie.v7i1.338
Maolana, L., Sobar, A., Mahmudah, M., & Mularsih, E. R. (2024). Penggunaan Instagram sebagai Media Dakwah di Masjid [Using Instagram as a Da’wah Media in Mosques]. Syiar: Jurnal Komunikasi Dan Penyiaran Islam, 4(1), 31–42. https://doi.org/10.54150/syiar.v4i1.400 [In Indonesian]
Miranda, A. C. B. (2019). Pengelolaan Media Sosial Twitter Oleh Kementerian Pendidikan Dan Kebudayaan Dalam Sosialisasi Perpres Penguatan Pendidikan Karakter [Twitter Social Media Management by the Ministry of Education and Culture in the Socialization of the Presidential Decree o. Universitas Mercu Buana Jakarta.
Mutaqin, M. Z., Sanusi, S., Solihin, S., & Arifin, M. (2022). Analisis Kebijakan Pengelolaan Pendidikan di Madrasah Tsanawiyah Darussaadah Kabupaten Lebak [Analysis of Education Management Policy at Darussaadah Middle School, Lebak Regency]. MENDIDIK: Jurnal Kajian Pendidikan Dan Pengajaran, 8(2), 263–276. https://doi.org/10.30653/003.202282.239
Najmy Hanifah, & Istikomah Istikomah. (2022). Branding sekolah swasta dalam menghadapi kebijakan zonasi [Private school branding in the face of zoning policies]. Idaarah: Jurnal Manajemen Pendidikan, 6(2), 274–286. https://doi.org/10.24252/idaarah.v6i2.32759 [In Indonesian]
Purwanti, G., Belinda, U., & Hidayat, H. (2025). Inovasi Manajemen Pemasaran Pendidikan: Strategi Konten Media Sosial di Pesantren Idrisiyyah Putri Tasikmalaya [Educational Marketing Management Innovation: Social Media Content Strategy at the Idrisiyyah Putri Islamic Boarding School in Tasikmalaya]. Educatio, 20, 408–418. https://doi.org/10.29408/edc.v20i2.30624 [in Indonesian]
Qarlina, C. D., Purwanto, & Fitri Wulandari. (2023). Pengaruh media sosial sebagai alat promosi terhadap minat peserta didik di sma batik surakarta [The influence of social media as a promotional tool on student interest at SMA Batik Surakarta]. Technomedia Journal, 8(1SP), 82–91. https://doi.org/10.33050/tmj.v8i1SP.2054 [In Indonesian]
Setiawan, A., Al Fawaz, A. H. S., & Ilmi, R. M. (2024). Instagram Sebagai Sarana Dakwah Kreatif untuk Merangkul Generasi Muda di Madrasah [Instagram as a Creative Preaching Tool to Engage the Younger Generation in Madrasah]. Indonesian Research Journal on Education, 4(3), 403–411. https://doi.org/10.31004/irje.v4i3.799 [In Indonesian]
Sholeh, M., Kholis, N., & Mufidah, N. (2022). Madrasah Principal Leadership in Digital Transformation at Madrasah Ibtidaiyah: A Case Study. Dinamika Ilmu, 22(1), 151–166. https://doi.org/10.21093/di.v22i1.4241
Yaqin, M. A., & Aini, R. N. (2025). How Social Media Drives Brand Awareness in Educational Institutions: Evidence from Madrasah Marketing Strategies. Journal of Educational Management Research, 4(1), 42–54. https://doi.org/10.61987/jemr.v4i1.767
Yin, R. K. (2018). Case study research and applications. Sage Thousand Oaks.