STRATEGI KOMUNIKASI DIGITAL PONDOK PESANTREN DARUL ULUM JOMBANG DALAM MENYAMPAIKAN INFORMASI KEGIATAN KEPADA MASYARAKAT

ABSTRACT

Achmad Muzayyin Efendi, 202010040311524, Digital Communication Strategy of the Darul Ulum Jombang Islamic Boarding School in Conveying Information on Activities to the Community
Digital communication strategies are very important in the era of information technology development because it allows the delivery of information quickly, widely, and effectively to the public.

This study aims to analyze the digital communication strategy carried out by the Darul Ulum Jombang Islamic Boarding School in conveying information on activities to the community. This research was conducted with a qualitative approach and using data collection techniques through interviews, observations, and documentation. This study uses the theory of communication strategy proposed by Onong Uchjana Effendy which includes six elements. The digital communication strategy of the pesantren used includes its main purpose, which is to convey information and education. The media used include YouTube, Instagram, and TikTok with informative and documentary messages. The audience consists of guardians of students, prospective students, alumni, and the general public who show active interaction through social media. The effect of communication can be seen from the increased reach of information and audience engagement, although the measurement is still simple.

The results of this study show a clear picture of the digital communication strategy of the Darul Ulum Jombang Islamic Boarding School which has successfully utilized social media as a means of delivering information, especially on Instagram, although it still needs to be strengthened in terms of publication consistency, structured strategic planning, and human resource capacity development for more effective and measurable digital communication optimization.