PENGARUH DIGITAL MARKETING DALAM MENINGKATKAN MINAT SANTRI DI PONDOK PESANTREN HIDAYATUL MUBTADI-IEN NGUNUT TULUNGAGUNG

MUNIROTUN NI'MATUL MAULA, 126304202111 (2022) PENGARUH DIGITAL MARKETING DALAM MENINGKATKAN MINAT SANTRI DI PONDOK PESANTREN HIDAYATUL MUBTADI-IEN NGUNUT TULUNGAGUNG. [ Skripsi ]

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Abstract

Munirotun Ni'matul Maula (2024). The Influence of Digital Marketing in Increasing Santri Interest in Hidayatul Mubtadi-ien Ngunut Tulungagung Islamic Boarding School. Study Program: Islamic Communication and Broadcasting, Faculty of Ushuluddin, Adab and Da'wah, Sayyid Ali Rahmatullah Tulungagung State Islamic University. Supervisor: Dr. Mutrofin, M.Fil.I. Keywords: Digital Marketing, Instagram, Interests, Pesantren. This study analyzes the influence of digital marketing by using Instagram social media in increasing student interest, with the aim of determining the influence and impact of digital marketing through instagram @pondokngunut as partof promotional information media in increasing the interest of students who continue their education in Hidayatul Mubtadi-ien Ngunut Tulungagung Islamic Boarding School. In this study, a quantitative method with an associative approach is used. The data collection technique in this study is a survey method in the form of questionnaires and documentation with a measurement scale using the Likert scale. The population in this study is new students registered at the Hidayatul Mubtadi-ien Ngunut Islamic Boarding School as many as 300 students, and a sample of 75 students was taken. This research is in PPHM Sunan Pandanaran Ngunut Tulungagung Dormitory. The subject in this study is the digital marketing of @pondokngunut Instagram accounts and the object of the research is the interest of students at the Hidayatul Mubtadi-ien Ngunut Tulungagung Islamic Boarding School Foundation. Meanwhile, the theory used is a persuasive theory where messages can affect a person's attitude and behavior. The results of this study show that digital marketing using Instagram social media with @pondokngunut accounts has a considerable influence on the increase in student interest at the Hidayatul Mubtadi-ien Ngunut Tulungagung Islamic Boarding School in 2023, with the results of the @pondokngunut significant Instagram account determination coefficient for student interest of 63.7% or as many as 191 students.. Through the posts that are uploaded, both in the form of pictures and videos, activities that are good, interesting and have cultural values or traditions that are different from the world of education outside to arouse the interest and attention of the audience. That way it can be concluded that H_o rejected and H_a Accepted.

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