PENGGUNAAN INSTAGRAM DALAM AKTIVITAS KOMUNIKASI PEMASARAN PADA PESANTREN (Studi Kasus pada Thursina International Islamic Boarding School)

Amid the growing competition among Islamic boarding schools, the utilization of digital media has become a key move to attract public attention. This study aims to explain how Instagram is utilized in the marketing communication activities of Thursina International Islamic Boarding School (IIBS). The research employs a qualitative approach with a case study method. Data were collected through interviews with informants and supported by documentation.
The findings show that Thursina IIBS has effectively utilized Instagram to deliver messages to the audience. Content planning is structured based on four content pillars that reflect the school's values, while various Instagram features are strategically used to reach and engage closely with the audience. Regular evaluations are also conducted, although specific performance targets have not been set. Overall, the utilization of Instagram at Thursina IIBS is consistent in supporting the school’s marketing communication activities. However, aspects such as audience segmentation and measurable goals still need improvement to achieve more optimal outcomes.