STRATEGI PUBLIKASI KEGIATAN MADRASAH MELALUI MEDIA SOSIAL TIKTOK DALAM PENINGKATAN BRAND IMAGE MTSN 5 KARAWANG
DOI:
https://doi.org/10.34125/jmp.v11i3.2842Keywords:
Publication Strategy, TikTok, Brand Image, Madrasah TsanawiyahAbstract
This study aims to analyze the strengths, weaknesses, opportunities, and threats of publicizing madrasah activities through TikTok, describe the publicizing strategies implemented, and identify the brand image that has been established at MTsN 5 Karawang. The study employs a descriptive qualitative approach with data collection techniques including observation, in-depth interviews with the madrasah principal, the vice principal for public relations, teachers, and students, as well as documentation. The results indicate that the madrasah’s primary strengths lie in its structured public relations team, authentic and diverse content, a professional account profile, and adequate production equipment support. Its weaknesses include time constraints for administrators due to dual roles and the suboptimal utilization of paid promotions. Publication strategies are implemented through three stages: content planning, activation and monitoring, and optimization. An evaluation of brand image based on eleven indicators showed that ten indicators were fully achieved and one was partially achieved, with a 95.5% achievement rate in the dimensions of creator image, user image, and product image. This study integrates social marketing theory, Schiffman and Kanuk’s brand image theory, and SWOT analysis.
References
Anggita, N. R. (2025). Pemanfaatan Media Sosial Untuk Meningkatkan Branding Lembaga Pendidikan: Tinjauan Sistematis 2021-2024. Didaktika: Jurnal Kependidikan, 14, 6769–6786.
Fadhlurrohman, M. F., Supartono, & BR, K. S. (2023). Pengaruh Harga, Brand Image, Dan Inovasi Pada Media Sosial Instagram Terhadap Keputusan Pembelian Di Matahari Department Store Grand Mall Bekasi. J. Manaj, 1.
Indriyani, L. (2024). Strategi Pemasaran Pendidikan Melalui Media Sosial Dalam Meningkatkan Jumlah Peserta Didik Di Mts Negeri 2 Cirebon. (Doctoral Dissertation, S1-Manajemen Pendidikan Islam IAIN Syekh Nurjati).
Karina, N. D., Darmansyah, Awaluddin, D., & Bakhri, A. S. (2023). Pengaruh Affiliate Marketing Dalam Peningkatan Penjualan Pada Belanja Online Terhadap Perilaku Konsumen. Prosiding Seminar Nasional Inovasi Dan Adopsi Teknologi (INOTEK), 3, 80–89.
Khofi, M. B., Syarifah, Z. L., & Syafriani. (2024). Strategi Humas Dalam Meningkatkan Citra Positif Di Sekolah Dasar Negeri Kalitapen 1 Bondowoso. Indonesian Journal On Education (Ijoed), 1(1), 33–41.
Kotler, P., & Zaltman, G. (1971). Social Marketing: An Approach To Planned Social Change. Journal Of Marketing, 35(3), 3–12.
Maharani, A., Suryana, A., & Wirakusumah, T. K. (2024). Strategi Pengelolaan Akun Tiktok Edukatif: Studi Kasus Pada Akun Tiktok@ Buiramira. TUTURAN: Jurnal Ilmu Komunikasi, Sosial Dan Humaniora, 2(2), 107–124. Https://Doi.Org/10.47861/Tuturan.V2i2.924
Moleong, Lexy. J. (2021). Metodologi Penelitian Kualitatif (Edisi Revisi). PT Remaja Rosdakarya.
Pratiwi, D. E., & Wihardi, D. (2018). Publikasi Kegiatan Pemerintah Kabupaten Karawang Melalui Instagram. PANTAREI, 2(3).
Romansah, S., & Dian, A. (2025). PEMANFAATAN MEDIA SOSIAL INSTAGRAM DAN TIKTOK SEBAGAI SARANA PROMOSI SEKOLAH DI ERA DIGITAL STUDI DI MTS YPK CIJULANG. Pendas: Jurnal Ilmiah Pendidikan Dasar, 301–311.
Sangadji, F. A. P., Fitri, A. C. S., Sitanggang, D. A., Hidayat, R., & Ikaningtyas, M. (2024). Peran Media Sosial Tiktok Sebagai Platform Untuk Pengembangan Bisnis Di Era Digital. KARYA: Jurnal Pengabdian Kepada Masyarakat, 4(1), 143–149.
Sidiq, U. (2018). Manajemen Madrasah.
Sukandar, R. N., & Kurniadi, W. (2025). PENGARUH CUSTOMER REVIEW DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN DI TIKTOK (STUDI KASUS: PEMBERDAYAAN PEREMPUAN GEN Z DI KECAMATAN PASEH KABUPATEN BANDUNG). Indonesian Journal Of Social Science And Education (IJOSSE), 1(3), 452–460. Https://Doi.Org/10.62567/Ijosse.V1i3.1326
Suluri. (2019). Benchmarking Dalam Lembaga Pendidikan. JDMP (Jurnal Dinamika Manajemen Pendidikan), 3(2), 82–88.
Wahyudi, I., Yusuf, S., Rustam, R., & Syafaruddin, S. (2025). Peran Hubungan Masyarakat Dalam Membangun Citra Sekolah. El-Idare: Journal Of Islamic Education Management, 11(2), 28–36.
