Merawat Marwah Pesantren di Ruang Digital: Strategi Pengelolaan Instagram @daarelhuda dalam Mempertahankan Citra Lembaga Pendidikan Islam

Abstrak

Islamic boarding schools face increasingly complex reputational challenges in the digital era, as public issues can rapidly shape social perception through social media. This study aims to analyze the management of Instagram @daarelhuda as a digital public relations strategy in maintaining the image and institutional dignity of Pondok Pesantren Daar El Huda. This research employs a qualitative approach with a case study method and constructivist paradigm. Data were collected through in-depth interviews with pesantren public relations officers and media team members, observation of Instagram content, and digital documentation consisting of posts, captions, Reels, stories, comments, and supporting insight data. The analysis is guided by Corporate Image Theory, The Circular Model of Social Media, and Facework Theory to examine institutional image construction, social media management, and reputation protection in digital interactions. The findings show that @daarelhuda is managed through planned content distribution, optimization of Reels and visual storytelling, selective content management aligned with pesantren values, and responsive audience engagement. Instagram functions not only as a publication medium but also as a strategic space for representing religiosity, discipline, creativity, openness, and public trust. The account also performs preventive and restorative facework through consistent positive content, polite clarification, and ethical responses to public comments.