Social Media Marketing Dynamics: Optimizing Consumer Choices in Enhancing Islamic Educational Institutional Competitiveness


Authors

(1) * Ittaqillah Haitsuma Kunta   (Universitas Nurul Jadid, Indonesia)  
        Indonesia
(2)  Hafidatun Nabila   (Universitas Nurul Jadid, Indonesia)  
        Indonesia
(3)  Ida Kusumawati   (Universitas Nurul Jadid, Indonesia)  
        Indonesia
(4)  Moh. Mohlas   (Universitas Nurul Jadid, Indonesia)  
        Indonesia
(5)  Muhammad Durrin Ni'am   (Universitas Nurul Jadid, Indonesia)  
        Indonesia
(6)  Zackyl Musthofa   (Universitas Nurul Jadid, Indonesia)  
        Indonesia
(*) Corresponding Author

Abstract


Social media has transformed educational services into increasingly competitive markets requiring effective digital marketing strategies. This study aims to analyze social media marketing dynamics to optimize consumer choices and enhance the competitiveness of Islamic educational institutions. A qualitative case study was conducted at an Islamic educational institution, involving 12 purposively selected informants, including institutional leaders, social media administrators, parents, and students. Data were collected through semi-structured interviews, observations, and document analysis, and analyzed using data condensation, reduction, display, and verification techniques. The findings revealed that interactive content stimulated enrollment intentions; social media accounts maintained communication with 4–5 weekly uploads and responses within 24 hours; and documentary evidence indicated an increase in followers, positive testimonials, and rising student admissions. This study contributes by integrating digital marketing, consumer behavior, and institutional competitiveness within Islamic education. Institutions are recommended to strengthen interactive content, communication consistency, and transparent information dissemination to sustain competitive advantages.



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