Pengaruh manajemen pemasaran melalui pemanfaatan media sosial terhadap minat santri baru di Pondok Pesantren Al-Basyariyah Kabupaten Bandung

Nursafitri, Puput (2025) Pengaruh manajemen pemasaran melalui pemanfaatan media sosial terhadap minat santri baru di Pondok Pesantren Al-Basyariyah Kabupaten Bandung. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

INDONESIA: Manajemen pemasaran memiliki peran penting dalam meningkatkan minat santri baru di pondok pesantren. Strategi pemasaran yang diterapkan secara efektif melalui media sosial dapat memperluas jangkauan informasi dan memperkuat citra positif lembaga. Penyajian konten yang menarik dan relevan mampu membangun kepercayaan calon santri dan orang tua, sehingga meningkatkan motivasi mereka untuk memilih pesantren sebagai tempat pendidikan. Penelitian ini bertujuan untuk mengetahui: (1) Untuk mendeskripsikan manajemen pemasaran melalui pemanfaaatan media sosial di Pondok Pesantrean Al-Basyariyah, (2) Untuk mendeskripsikan minat santri baru terhadap pemasaran di Pondok Pesantren Al-Basyariyah (3) Untuk menganalisis pengaruh manajemen pemasaran melalui pemanfaatan media sosial terhadap minat santri baru di Pondok Pesantren Al-Basyariyah Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan jenis korelasional. Teknik pengumpulan data dilakukan melalui angket yang disebarkan kepada 103 responden dari santri kelas 1 TMI dan 1 Intensif di Pondok Pesantren Al-Basyariyah. Analisis data dilakukan melalui beberapa tahapan, yaitu uji validitas, reliabilitas, normalitas, linearitas, dan uji korelasi menggunakan bantuan software SPSS. Hasil penelitian menunjukkan adanya hubungan yang signifikan antara manajemen pemasaran melalui media sosial terhadap minat santri baru. Hal ini dibuktikan dengan nilai koefisien korelasi sebesar r = 0,756, yang termasuk dalam kategori hubungan kuat, serta nilai signifikansi sebesar 0,000 < 0,05, yang berarti hubungan tersebut signifikan secara statistik. Nilai R Square sebesar 0,571 menunjukkan bahwa manajemen pemasaran melalui media sosial memberikan kontribusi sebesar 45,1% terhadap minat santri baru, sedangkan sisanya 54,9% dipengaruhi oleh faktor lain. Hasil analisis deskriptif menunjukkan bahwa rata-rata skor manajemen pemasaran berada pada angka 4,27 dan rata-rata skor kinerja pegawai sebesar 4,39 yang keduanya termasuk dalam kategori “sangat tinggi” berdasarkan skala Likert. Manajemen Pemasaran terbukti sangat memengaruhi Minat Santri Baru, namun saat ini belum optimal. Hasil ini menyatakan bahwa strategi pemasaran digital, khususnya melalui media sosial, berperan penting dalam menarik minat calon santri untuk memilih pesantren sebagai tempat menuntut ilmu. ENGLISH: Marketing management plays a crucial role in increasing the interest of new students in Islamic boarding schools. Effectively implemented marketing strategies through social media can expand the reach of information and strengthen the institution's positive image. Presenting engaging and relevant content can build trust among prospective students and their parents, thereby increasing their motivation to choose the Islamic boarding school as their educational destination. This study aims to: (1) describe marketing management through the use of social media at Al-Basyariyah Islamic Boarding School, (2) describe new students' interest in marketing at Al-Basyariyah Islamic Boarding School, and (3) analyze the influence of marketing management through the use of social media on new students' interest at Al-Basyariyah Islamic Boarding School. The research method used was a quantitative approach with a correlational approach. Data collection was conducted through a questionnaire distributed to 103 respondents from grade 1 TMI and 1 Intensive students at Al-Basyariyah Islamic Boarding School. Data analysis was conducted through several stages, namely validity, reliability, normality, linearity, and correlation tests using SPSS software. The results of the study indicate a significant relationship between marketing management through social media and the interest of new students. This is evidenced by a correlation coefficient of r = 0.756, which is categorized as a strong relationship, and a significance value of 0.000 < 0.05, indicating statistical significance. The R-square value of 0.571 indicates that marketing management through social media contributed 57.1% to the interest of new students, while the remaining 42.9% was influenced by other factors. The descriptive analysis showed that the average marketing management score was 4.27 and the average employee performance score was 4.39, both of which fall into the "very high" category on the Likert scale. Marketing management has been shown to significantly influence the interest of new students, but is currently not optimal. These results suggest that digital marketing strategies, particularly through social media, play a crucial role in attracting prospective students to choose Islamic boarding schools as a place to study.

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