SIBRA (Social Media Islamic Branding Approach) Strategi Branding Digital Pondok Pesantren Al-Hikmah Cirebon

Abstract

This study discusses the branding strategies of Pondok Pesantren Al-Hikmah Putra Cirebon in building a positive image through social media in the digital era. Using a descriptive qualitative method with a case study approach, the data were collected through observation, interviews, and documentation. The findings show that the pesantren consistently utilizes platforms such as Facebook, Instagram, TikTok, and YouTube to showcase students’ activities, tahfidz programs, and inspirational da’wah messages. The branding strategy is implemented through strengthening institutional identity, increasing public awareness, and collaborating with da’wah influencers and other educational institutions. The implementation of this strategy has had a positive impact, reflected in an increase in the number of applicants by approximately 25% over the past two years. The challenges faced include limited digital human resources, internet infrastructure constraints, and consistency in content publication. These challenges are addressed through multimedia training, the formation of a dedicated media team, and regular evaluations. Overall, Pondok Pesantren Al-Hikmah Putra Cirebon has successfully built an image as a modern, adaptive Islamic educational institution that remains firmly grounded in Islamic values.