Abstrak
Facing the era of globalization and the industrial revolution 4.0, Islamic boarding schools in Payakumbuh City are faced with the challenge of utilizing digital technology to increase the attractiveness and number of students. Based on initial observations, there are 12 Islamic boarding schools in this city under the auspices of the Ministry of Religion, but only some have started implementing digital marketing, such as Al-Fath Islamic Boarding School and Insan Cendekia Boarding School (ICBS). Some others have not optimally utilized digital marketing due to limited human resources (HR) who understand digital marketing strategies, while some Islamic boarding schools do not have special HR capable of managing digital marketing activities. This research was conducted at Al-Fath Islamic Boarding School and ICBS, which have actively used social media and digital platforms to promote their programs. Using descriptive qualitative methods, data were collected through interviews, observations, and documentation with a focus on three main stages of digital marketing strategy: planning, implementation, and evaluation. The results of the study showed that structured planning, choosing the right social media platforms such as Facebook, Instagram, YouTube, and TikTok, and using a consistent content calendar play a major role in increasing the effectiveness of marketing strategies. Proper implementation through content that is tailored to the characteristics of each platform can attract the attention of prospective students. Evaluations carried out routinely by utilizing social media analytics data allow Islamic boarding schools to understand audience preferences and adjust their marketing strategies. The conclusion of this study shows that a planned and consistent digital marketing strategy can contribute positively to increasing the number of students in Islamic boarding schools. These findings are expected to be a guide for other Islamic boarding schools to maximize the potential of digital marketing as an effective promotional strategy in building attraction and increasing competitiveness amidst the competition in the world of education.