This research departs from the phenomenon of increasing need for Islamic boarding schools to build a positive image in the digital era. The Yaspida Sukabumi Islamic Boarding School faces challenges in the form of negative stigma from the community, especially related to the issue of violence and low competitiveness of graduates. However, on the other hand, social media offers a great opportunity as a communication space to introduce a more open, adaptive, and up-to-date face of Islamic boarding schools. The purpose of this study is to analyze the communication model used by the Yaspida Sukabumi Islamic Boarding School in building a positive image through social media and identifying effective communication strategies in forming public trust. The method used is a qualitative approach with a case study design. Data was collected through in-depth interviews, participatory observations, and documentation. Interactive analysis techniques are used to process data so that a deep understanding of communication practices is obtained. The results of the study show that pesantren applies a two-way and interactive communication model by utilizing storytelling strategies, visual content, live streaming, and the involvement of students in digital content production. Professional, responsive, and transparent communication has been proven to be able to form positive public perceptions. In addition, the stimulus-response communication model plays an important role because every content uploaded triggers audience interaction in the form of comments, likes, and shares. In conclusion, social media functions not only as a communication tool, but also as a strategic instrument to strengthen the existence of Islamic boarding schools in the midst of competition from educational institutions. The implication is that value-based communication management is the key to building a credible and sustainable positive image. The next research is expected to expand the study on comparisons between Islamic boarding schools or explore the use of other digital technologies in the management of pesantren communication.
Sulton et al. (Wed,) studied this question.