Optimalisasi Digital Marketing dalam Membangun Brand Awareness Pondok Pesantren Mahasiswa An-Nur Surabaya

Abstract

This study examines the optimization of digital marketing in building brand awareness 
of the An-Nur Student Islamic Boarding School in Surabaya. The development of digital 
marketing in this day and age is getting more rapid, and the use of digital marketing has spread 
to all aspects. This expansion supports educational institutions to optimize digital marketing as 
a means of building brand awareness. This study uses a qualitative approach with interview, 
observation, documentation, and literature review methods for evaluating digital marketing 
optimization to build brand awareness in the use of social media. The purpose of this study is to 
review how far the impact of digital marketing is in implementing digital marketing, and what 
implementation strategies are effective to achieve educational goals. The results of this study 
show that the use of social media and expanding the reach of digital marketing, can build better 
brand awareness for the An-Nur Student Islamic Boarding School in Surabaya. This achievement 
is expected to attract the interest of the younger generation while strengthening the identity of 
the An-Nur Student Islamic Boarding School Surabaya.