Pemanfaatan Digital Marketing Pada Pondok Pesantren Tahfidz Al-Qur’an Ath-Thohiriyah Muhammadiyah
DOI:
https://doi.org/10.23917/psikonomi.v3i1.738Keywords:
pesantren, digital marketing, branding, konten digital, sosial mediaAbstract
Abstrak
Pondok Pesantren Tahfidz Al-Quran Ath-Thohiriyah Muhammadiyah (PPTA Ath-Thohiriyah Muhammadiyah) merupakan Amal Usaha Muhammadiyah (AUM) yang fokus dalam pembelajaran menghafal Al-Qur’an. Permasalahan utama yang dihadapi PPTA Ath-Thohiriyah Muhammadiyah adalah sulitnya mencari santri. Untuk meningkatkan jumlah santri PPTA Ath-Thohiriyah Muhammadiyah merencanakan mengganti model pemasaran konvensional menjadi pemasaran digital. Permasalahan yang dihadapi PPTA Ath-Thohiriyah Muhammadiyah untuk penyelenggaraan pemasaran digital yaitu: (1) Pemasaran dilakukan PPTA Ath-Thohiriyah Muhammadiyah masih konvensional, (2) Media branding dan pemasaran online dimiliki oleh PPTA Ath-Thohiriyah Muhammadiyah belum dikelola dengan baik (3) Lemahnya pengetahuan dan ketrampilan pengurus PPTA Ath-Thohiriyah Muhammadiyah dalam produksi konten digital dalam pemasaran digital. Kegiatan pengabdian kepada masyarakat ini dilakukan dalam bentuk pelatihan dan pendampingan kepada pengurus Pondok Pesantren Tahfidz Al-Quran Ath-Thohiriyah Muhammadiyah. Proses kegiatan yang dilakukan, antara lain: (1) sosialisasi dan persiapan pengabdian (2) pelatihan dan pendapingan digital marketing, branding , konten digital dan sosial media.
Abstract
Tahfidz Al-Quran Islamic Boarding School Ath-Thohiriyah Muhammadiyah (PPTA Ath-Thohiriyah Muhammadiyah) is a Muhammadiyah Business Charity (AUM) focusing on memorizing the Qur'an. The main problem faced by PPTA Ath-Thohiriyah Muhammadiyah was the difficulty of finding students. To increase the number of students, PPTA Ath-Thohiriyah Muhammadiyah planned to on digital marketing, in place of the current conventional marketing model focus. The problems faced by PPTA Ath-Thohiriyah Muhammadiyah for implementating digital marketing were: (1) Marketing carried out by PPTA Ath-Thohiriyah Muhammadiyah was still conventional, (2) Media branding and online marketing owned by PPTA Ath-Thohiriyah Muhammadiyah was not managed properly (3) Lack of knowledge and skills of PPTA Ath-Thohiriyah Muhammadiyah administrators in digital content production and digital marketing. This community service activity was carried out in the form of training and mentoring for the management of the Tahfidz Al-Quran Ath-Thohiriyah Muhammadiyah Islamic Boarding School. The process of activities carried out included: (1) socialization and preparation for service (2) training and assistance for digital marketing, branding, digital content and social media.
Kata Kunci : pesantren, digital marketing, branding, konten, sosial media
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Copyright (c) 2022 Muhammad Halim Maimun, Kussudyarsana, Huda Kurnia Maulana, Ahmada Auliya Rahman, Ihsan Cahyo Utomo
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