PELATIHAN SOSIAL MEDIA MARKETING PESANTREN UNTUK MEMPERLUAS JANGKAUAN PEMASARAN

Abstract

Abstrak: Pondok Pesantren Tahfidz Al-Quran Ath-Thohiriyah Muhammadiyah (PPTAAM) mengalami kesulitan dalam mencari santri baru. Sehingga, pihak pondok mengatasi masalah tersebut melalui pemasaran media sosial. Pengabdian kepada masyarakat di Pondok Pesantren Tahfidz Al-Quran Ath-Thohiriyah Muhammadiyah bertujuan untuk meningkatkan pengetahuan pengurus Pondok Pesantren Tahfidz Al-Quran Ath-Thohiriyah Muhammadiyah tentang penggunaan sosial media marketing untuk meningkatkan jangkauan pemasaran. Kegiatan berupa pelatihan dan pendampingan kepada pengurus pesantren yang berjumlah 10 orang. Proses kegiatan yang dilakukan: (1) sosialisasi dan persiapan pengabdian; (2) pelatihan dan pendapingan digital marketing, branding, konten digital dan sosial media; dan (3) evaluasi pemahaman peserta. Hasil pengabdian didapati bahwa pelatihan telah terlaksana dengan baik, adanya peningkatan pemahaman pengurus terhadap materi sosial media marketing, hasil pretest peserta rata-rata 75% dan setelah pelatihan hasil posttest peserta rata-rata 99%, ada peningkatan 24%. Respon peserta terhadap pelaksanaan kegiatan sangat bagus. Setelah diadakan pelatihan ada kenaikan jumlah follower media sosial pesantren dan jumlah percakapan melalui direct message (DM) Instagram. The Tahfidz Al-Quran Islamic Boarding School Ath-Thohiriyah Muhammadiyah (PPTAAM) is having difficulties in finding new students. To overcome this problem, social media marketing will be implemented. Community service at the Tahfidz Al-Quran Ath-Thohiriyah Muhammadiyah Islamic Boarding School aims to increase the knowledge of the administrators of the Tahfidz Al-Quran Ath-Thohiriyah Muhammadiyah Islamic Boarding School regarding the use of social media marketing to increase marketing reach. Activities in the form of training and mentoring for boarding school administrators totaling 10 people. The community service process carried out: (1) socialization and preparation for community service; (2) training and assistance in digital marketing, branding, digital content and social media; dan (3) evaluating participants' understanding. The results of the service found that the training had been carried out well, there was an increase in the management's understanding of social media marketing materials, the results of the pre-test participants were on average 75% and after the training the post-test results for participants were an average of 99%, there was an increase of 24%.The response of the participants to the implementation of the activity was very good. After the training, there was an increase in the number of pesantren's social media followers and the number of conversations via Instagram direct messages (DM).