Hybrid Promotion Strategies in Madrasah Student Recruitment: Integrating Conventional Outreach, Digital Media, and Community Social Capital

Muh Hamsah BR; Fitriani Nur; Lisa Nursita

doi:10.21580/jawda.v7i2.2026.30608

Authors

Muh Hamsah BR UIN Alauddin Makassar, Indonesia
Fitriani Nur UIN Alauddin Makassar, Indonesia
Lisa Nursita UIN Alauddin Makassar, Indonesia

DOI:

https://doi.org/10.21580/jawda.v7i2.2026.30608

Keywords:

promotional strategy; educational marketing; madrasah management; student enrollment; social capital.

Abstract

This study examines the planning, implementation, and evaluation of promotional strategies at Madrasah Aliyah (MA) DDI Galla Raya, Pangkajene Regency, amid increasing competition among educational institutions. Using a qualitative case study design, data were collected through observation, interviews, and documentation, then analyzed through data reduction, data presentation, and conclusion drawing. The findings reveal three interconnected stages of promotional management: planning, implementation, and evaluation. Planning involves collaborative meetings, target-area mapping, target setting, and the integration of conventional and digital approaches. Implementation encompasses school outreach, brochures, billboards, social media, and the involvement of teachers, alumni, and community figures. Evaluation assesses media effectiveness, target achievement, team performance, and community feedback to inform subsequent improvements. Supporting factors include team commitment, institutional reputation, community networks, and technology utilization. Conversely, budget constraints, geographical conditions, institutional competition, and limited digital promotion skills hinder implementation. The study highlights that promotional effectiveness relies on integrating direct communication, digital media, and community social capital through planned, adaptive, and sustainable management.

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