Optimizing Alumnus Contributions in Public Relations Management: A Study on P4NJ’s Role
DOI:
https://doi.org/10.52627/managere.v6i3.698Keywords:
Alumnus, Social Media, Pesantren Branding, Islamic EducationAbstract
This research focuses on the role of Alumnus and social media strategies in building reputation and branding. With a qualitative approach based on case studies, this study aims to explore how Alumnus contribute to the reputation of the institution and how social media, particularly Instagram and Facebook managed by P4NJ, support pesantren branding. Data was collected through in-depth interviews, observations, and documentation. Respondents consisted of Alumnus, P4NJ administrators, and people who were directly related to pesantren activities. The data were analyzed using reduction, presentation, and verification techniques to obtain structured and valid findings. The results of the study show that Alumnus have a strategic role in supporting the reputation of the pesantren through their active involvement in promotion, fundraising, and community empowerment programs. Social media has proven to be an effective tool to support pesantren branding, with engaging visual content and active interaction creating a strong emotional connection with the audience. The combination of Alumnus involvement and the use of social media has a significant impact on increasing the positive image of pesantren at the local, national, and international levels. This research enriches the literature on Islamic education by providing new insights into the synergy between tradition and technology in building religious-based educational institutions. The implication of this research is that pesantren can utilize Alumnus as a strategic asset to support their reputation and integrate digital technology to reach a wider audience. This research also opens up space for more in-depth follow-up research related to the role of social media in Islamic education.
References
Aladsani, H. K. (2022). A Narrative Approach to University Instructors’ Stories About Promoting Student Engagement During COVID-19 Emergency Remote Teaching in Saudi Arabia. Journal of Research on Technology in Education, 54(S1), S165–S181. https://doi.org/10.1080/15391523.2021.1922958
Antonopoulou, H., Halkiopoulos, C., Barlou, O., & Beligiannis, G. N. (2021). Transformational Leadership and Digital Skills in Higher Education Institutes: During the COVID-19 Pandemic. Emerging Science Journal, 5(1), 1–15. https://doi.org/10.28991/esj-2021-01252
Basir, A., Ridhahani, R., Yahya, M. D., & Makmur, A. (2023). The Role of Schools in Promoting Religious Tolerance in Multicultural Communities in Basarang Sub-District, Central Kalimantan, Indonesia. International Journal of Multicultural Education, 25(2).
Briganti, G., Scutari, M., Epskamp, S., Borsboom, D., Hoekstra, R. H. A., Fernandes Golino, H., Christensen, A. P., Yannick, ;, Omid, M.; Ebrahimi, V., Giulio Costantini, ;, Heeren, ;, Riet Van Bork, A.;, De Ron, J., Bringmann, L. F., Huth, K., Haslbeck, J. M. B., Isvoranu, A.-M., Marsman, M., … Hoekstra, R. H. A. Al. (2024). Network Analysis: An Overview for Mental Health Research. International Journal of Methods in Psychiatric Research, 33(4), 2034. http://hdl.handle.net/2078.1/290888
Chatzipanagiotou, P., & Katsarou, E. (2023). Crisis Management, School Leadership in Disruptive Times and the Recovery of Schools in the Post COVID-19 Era: A Systematic Literature Review. Education Sciences, 13(2), 118. https://doi.org/10.3390/educsci13020118
Cheng, M., Adekola, O., Albia, J., & Cai, S. (2022). Employability in Higher Education: A Review of Key Stakeholders’ Perspectives. Higher Education Evaluation and Development, 16(1), 16–31. https://doi.org/10.1108/heed-03-2021-0025
Cole, R. (2024). Inter-Rater Reliability Methods in Qualitative Case Study Research. Sociological Methods & Research, 53(4), 1944–1975.
Dakir, D., & Umiarso, U. (2022). Kiai Leadership in the Transformation of Pesantren’s Educational Systems: Perspective Analysis of Transcendental Structuralism in East Java. Educational Sciences: Theory & …, 22, 185–198.
Dendi Yuda, S., Solihin, M., Murtado, D., Rudiana, Subqi, A., & Suhayati, I. (2023). Navigating Awareness: Factors Influencing Students’ Perception of Maritime Environmental Issues in Islamic Education. In IOP Conference Series: Earth and Environmental Science, 1265(1). https://doi.org/10.1088/1755-1315/1265/1/012005
Farcas, A., Ko, J., Chan, J., Malik, S., Nono, L., & Chiampas, G. (2021). Use of Incident Command System for Disaster Preparedness: A Model for an Emergency Department COVID-19 Response. Disaster Medicine and Public Health Preparedness, 15(3), e31–e36. https://doi.org/10.1017/dmp.2020.210
Fries, A., Kammerlander, N., & Leitterstorf, M. (2021). Leadership Styles and Leadership Behaviors in Family Firms: A Systematic Literature Review. Journal of Family Business Strategy, 12(1), 100374. https://doi.org/10.1016/j.jfbs.2020.100374
Garg, N. (2020). Promoting Organizational Performance in Indian Insurance Industry: The Roles of Workplace Spirituality and Organizational Citizenship Behaviour. Global Business Review, 21(3), 834–849. https://doi.org/10.1177/0972150918778983
Gemeda, H. K., & Lee, J. (2020). Leadership Styles, Work Engagement and Outcomes Among Information and Communications Technology Professionals: A Cross-National Study. Heliyon, 6(4). https://doi.org/10.1016/j.heliyon.2020.e03699
Hart, P. F., & Rodgers, W. (2023). Competition, Competitiveness, and Competitive Advantage in Higher Education Institutions: A Systematic Literature Review. Studies in Higher Education, 49(11), 2153–2177. https://doi.org/10.1080/03075079.2023.2293926
Idris, M., Bin Tahir, S. Z., Wilya, E., Yusriadi, Y., & Sarabani, L. (2022). Availability and Accessibility of Islamic Religious Education Elementary School Students in Non-Muslim Base Areas, North Minahasa, Indonesia. Education Research International, 2022(1), 6014952. https://doi.org/10.1155/2022/6014952
Islam, M. N., Furuoka, F., & Idris, A. (2021). Mapping the Relationship Between Transformational Leadership, Trust in Leadership and Employee Championing Behavior During Organizational Change. Asia Pacific Management Review, 26(2), 95–102. https://doi.org/10.1016/j.apmrv.2020.09.002
Li, F., Larimo, J., & Leonidou, L. C. (2023). Social Media in Marketing Research: Theoretical Bases, Methodological Aspects, and Thematic Focus. Psychology and Marketing, 40(1), 124–145. https://doi.org/10.1002/mar.21746
Malik, A. (2022). Increasing Public Interest Through School Image Branding Through a Trending Approach. Educatione: Journal of Education and Learning, xx(xx), 1–10.
Maljugić, B., Ćoćkalo, D., Bakator, M., & Stanisavljev, S. (2024). The Role of the Quality Management Process Within Society 5.0. Proceedings on Engineering Sciences, 14(7), 111. https://doi.org/10.3390/soc14070111
Mishra, A., & Otaiwi, Z. (2020). DevOps and Software Quality: A Systematic Mapping. Computer Science Review, 38, 100308. https://doi.org/10.1016/j.cosrev.2020.100308
Ogunfowora, B., Maerz, A., & Varty, C. T. (2021). How Do Leaders Foster Morally Courageous Behavior in Employees? Leader Role Modeling, Moral Ownership, and Felt Obligation. Journal of Organizational Behavior, 42(4), 483–503. https://doi.org/10.1002/job.2508
Ogutu, H., Adol, G. F. C., Bujdosó, Z., Andrea, B., Fekete-Farkas, M., & Dávid, L. D. (2023). Theoretical Nexus of Knowledge Management and Tourism Business Enterprise Competitiveness: An Integrated Overview. Sustainability (Switzerland), 15(3), 1948. https://doi.org/10.3390/su15031948
Riazi, A. M., Ghanbar, H., & Rezvani, R. (2023). Qualitative Data Coding and Analysis: A Systematic Review of the Papers Published in the Journal of Second Language Writing. Iranian Journal of Language Teaching Research, 11(1), 25–47. https://doi.org/10.30466/ijltr.2023.121271
Santoso, T., & Yulianto, A. (2023). Endorsement Selebgram dalam Pemasaran Produk Khas Probolinggo. Jurnal Pemasaran Digital Indonesia, 7(2), 33–47. https://www.academia.edu/108383610/Strategi_Personal_Branding_Selebgram_Melalui_Media_Sosial_Tiktok_Dalam_Endorsement_Studi_Kasus_Pada_Akun_Tiktok_at_Clarayaaa_
Setyaningsih, S., & Sunaryo, W. (2021). Optimizing Transformational Leadership Strengthening, Self-Efficacy, and Job Satisfaction to Increase Teacher Commitment. International Journal of Instruction, 14(4), 427–438. https://doi.org/10.29333/iji.2021.14425a
Shah Bukhari, S. K. U., Said, H., Gul, R., & Ibna Seraj, P. M. (2022). Barriers to Sustainability at Pakistan Public Universities and the Way Forward. International Journal of Sustainability in Higher Education, 23(4), 865–886. https://doi.org/10.1108/IJSHE-09-2020-0352
Skrefsrud, T. A. (2022). A Proposal to Incorporate Experiential Education in Non-Confessional, Intercultural Religious Education: Reflections from and on the Norwegian Context. Religions, 13(8), 727. https://doi.org/10.3390/rel13080727
Spencer, L., Radcliffe, L., Spence, R., & King, N. (2021). Thematic Trajectory Analysis: A Temporal Method for Analysing Dynamic Qualitative Data. Journal of Occupational and Organizational Psychology, 94(3), 531–567. https://doi.org/10.1111/joop.12359
Tan, P. L., Rasoolimanesh, S. M., & Manickam, G. (2022). How Corporate Social Responsibility Affects Brand Equity and Loyalty? A Comparison Between Private and Public Universities. Heliyon, 8(4). https://doi.org/10.1016/j.heliyon.2022.e09266
Wilms, R., Mäthner, E., Winnen, L., & Lanwehr, R. (2021). Omitted Variable Bias: A Threat to Estimating Causal Relationships. Methods in Psychology, 5, 100075. https://doi.org/10.1016/j.metip.2021.100075
Wongkitrungrueng, A., & Suprawan, L. (2024). Metaverse Meets Branding: Examining Consumer Responses to Immersive Brand Experiences. International Journal of Human–Computer Interaction, 40(11), 2905–2924.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Yasid Albustomi, Hefniy, Abdul Wahid Zaini
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
