Strategi Komunikasi Pemasaran Digital Melalui Instagram dalam Promosi Penerimaan Murid Baru: Analisis Model AIDA pada SMP Islam Al Azhar 55 Jatimakmur
DOI:
https://doi.org/10.62710/x5xw7r57Keywords:
Digital Marketing Communication, Instagram, Educational Promotion, AIDA Model, Social MediaAbstract
The development of digital technology has significantly transformed marketing communication strategies in various sectors, including education. Educational institutions increasingly utilize social media platforms to promote their programs and attract prospective students. Instagram is one of the most widely used social media platforms due to its visual communication features and high user engagement, making it an effective medium for digital marketing communication. This study aims to analyze the digital marketing communication strategy through Instagram in promoting new student admissions at SMP Islam Al Azhar 55 Jatimakmur using the Attention, Interest, Desire, and Action (AIDA) model. This research employs a qualitative approach with a case study method. Data were collected through in-depth interviews, observation of promotional content on the school's Instagram account, and documentation. Data were analyzed using data reduction, data presentation, and conclusion drawing techniques. The results show that Instagram plays a significant role in supporting the school's promotional activities. Visual content attracts audience attention, information about school programs increases interest, school achievements and facilities build desire, and registration information encourages prospective students to take action. This study concludes that Instagram-based digital marketing communication is an effective strategy for promoting new student admissions in educational institutions.
Downloads
References
Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), 1177–1190.
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology and Marketing, 32(1), 15–27.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing strategy, implementation and practice. Pearson Education.
De Vries, L., Gensler, S., & Leeflang, P. S. H. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83–91.
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A., Kumar, V., Rahman, M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G., & Wang, Y. (2021). Setting the future of digital and social media marketing research. International Journal of Information Management, 59(1), 1–15.
Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70(1), 118–126.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68.
Kotler, P., & Keller, K. L. (2016). Marketing management. Pearson Education.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365.
Pasaribu, C. R., Siregar, R. T., Manurung, S., & Simanjuntak, M. (2023). The influence of social media marketing on consumer decision making in digital platforms. International Journal of Humanities, Education, and Social Sciences. https://ijhess.com/index.php/ijhess/article/view/772
Rahman, F., Pratama, A., Hidayat, T., & Lestari, S. (2024). Utilization of Instagram as a digital marketing communication media to increase audience engagement. Jurnal Ekonomi Manajemen Sistem Informasi. https://lembagakita.org/journal/jemsi/article/view/4233
Ryan, D. (2017). Understanding digital marketing: Marketing strategies for engaging the digital generation. Kogan Page.
Saksono, L., Sugiono, E., Lestari, R., Hasanudin, & Nurwulandari, A. (2025). From likes to enrolment: How social media shapes decision-making among
prospective students. Jurnal Ilmiah Manajemen Kesatuan, 13(5), 4151–4160. https://doi.org/10.37641/jimkes.v13i5.4138
Sentosa, B., Ardiansyah, R., Putri, D. A., & Kurniawan, M. (2024). Social media marketing and its influence on brand image and students’ decision in choosing universities. Jurnal Ilmiah Manajemen dan Bisnis. https://ejournal.papanda.org/index.php/jimab/article/view/1726
Sriyanto, A., Purwanto, & Muttaqin, Z. (2024). From Instagram to campus: The impact of social media marketing on students’ interest through trust and brand recognition. Kalijaga Journal of Communication, 6(2), 139–170. https://doi.org/10.14421/kjc.62.02.2024
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why bother? Business Horizons, 57(6), 703–708.
Tuten, T. L., & Solomon, M. R. (2018). Social media marketing. Sage Publications.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Ropik, Feri Johansah, Arrum Dara Efda (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
