STRATEGI KOMUNIKASI PEMASARAN PADA INSTAGRAM AR-ROHMAH PUTRI IIBS (Studi Kasus pada Akun Instagram @arrohmahputri_iibs)

In today’s era of globalization, the role of social media particularly Instagram as a modern promotional tool has become increasingly important, including in the field of education. Ar-Rohmah Putri IIBS Malang, an international-standard boarding school, faces challenges in managing its social media presence amid growing competition from other educational institutions that also actively engage in digital marketing. This study aims to explore the social media marketing communication strategies implemented to promote Ar-Rohmah Putri IIBS Malang. It reviews relevant literature on marketing communication programs and strategies in social media management. A descriptive qualitative approach is employed to analyze the marketing strategies used on the Instagram account @arrohmahputri_iibs. The research is grounded in the Push and Pull Strategy framework. The findings reveal that Ar-Rohmah Putri IIBS Malang has utilized various Instagram features such as reels, feeds, stories, captions, collaborations, mentions, and hashtags as part of its marketing communication strategy. Furthermore, the study confirms that both Push and Pull strategies have been effectively implemented. The results of this research provide practical recommendations for Ar-Rohmah Putri IIBS Malang and contribute to the broader discourse on social media use in educational marketing in the digital era.