STRATEGI MANAGEMEN KONTEN TIKTOK DALAM MEMBANGUN EKSISTENSI DAN REPUTASI LEMBAGA PENDIDIKAN (Studi Kasus di Pondok Pesantren Al Ikhlas Jambar Kuningan)

Abstrak

In the era of digital transformation, the reputation and existence of religious educational institutions depend not only on the quality of formal education but also on the effectiveness of public communication through social media. This study aims to examine the TikTok content management strategy implemented by the Al-Ikhlas Jambar Islamic Boarding School in Kuningan in building its institutional reputation and existence. This research utilizes a qualitative approach with a case study method. Data collection was conducted through in-depth interviews with media managers, observations of the @mediaalikhlasjambar TikTok account activities, and documentation. Data analysis employed an interactive model encompassing data collection, display, reduction, and verification, examined using the POAC (Planning, Organizing, Actuating, Controlling) Theory framework. The results indicate that the TikTok content management strategy at the Al-Ikhlas Islamic Boarding School is executed through an adaptive approach; content planning integrates FYP trend research with the values of Ahlus Sunnah wal Jama'ah; organizing is done flexibly through a cross-functional team; actuating emphasizes the authenticity of student activities; and controlling focuses on evaluating social impact and applicant conversion. The primary supporting factor is the creativity of the student managers, while the obstacles include a lack of professional human resources and technical equipment. TikTok content management has proven effective in expanding promotional reach beyond geographic boundaries, increasing the trust of parents, and directly impacting the recruitment of new students, thereby substantially strengthening the reputation and digital existence of the boarding school.