Strategi Komunikasi Dalam Menarik Minat Calon Siswa Di Sekolah Budi Bakti (Studi Pada Media Sosial Instagram @sekolahbudibakti)

This study examines Sekolah Budi Bakti’s digital communication strategy through Instagram @sekolahbudibakti to communicate the school’s profile, values, and educational activities to prospective students and parents. It employed a descriptive qualitative approach and case study design. Data were collected through in-depth interviews, observation, and documentation. Eight purposively selected informants participated: three key informants involved in communication management and school leadership, and five supporting informants comprising a student, administrative staff member, parent, research and development staff member, and teacher. Data were analyzed using Miles and Huberman’s model: collection, reduction, display, and conclusion drawing. Source and method triangulation assessed data validity. The analysis applied Cangara’s (2021) five-stage communication strategy model and Argenti’s (2010) Corporate Communication framework. Findings show that the school manages digital communication through media selection, audience identification, content planning, inter-unit coordination, publication, interactive communication, performance measurement, and periodic reporting. Instagram serves as the main public communication platform, while Facebook supports it. However, platform selection was initially shaped by internal policies and communication practices during the COVID-19 pandemic, rather than systematic audience research. Limited human resources and time affect publication consistency and evaluation. Although audience engagement and internal feedback provide insights into communication performance, available evidence does not establish a direct link between Instagram activities and increased prospective student interest or enrollment. The study emphasizes audience-based planning, organizational coordination, and measurable evaluation in educational institutions’ digital communication management at this school.