Constructing Scout Identity through Digital Branding: A Qualitative Case Study of Instagram Use in MTA Islamic Boarding School
DOI:
https://doi.org/10.18326/inject.v10i2.5009Keywords:
Digital Branding, Social Media, Scout, PesantrenAbstract
This study aims to analyze the implementation of digital branding strategies conducted by the Scout organization of Pondok Pesantren MTA through Instagram. In the era of digital transformation, social media plays a critical role in constructing institutional identity and image, including within Islamic educational institutions such as pesantren. Using a descriptive qualitative approach, data were collected through in-depth interviews, content observation, and documentation of the Instagram account @pramukaponpesmta. The findings indicate that the account is strategically managed to convey institutional messages, Scouting values, and Islamic educational character consistently. The digital branding strategy includes the use of distinctive visual elements (logos, colors, uniforms), educational narratives in captions, and active interaction with the audience. The content uploaded not only documents activities but also emphasizes character values such as discipline, leadership, and teamwork, which are aligned with the Kulliyatul Mu’allimin Al-Islamiyah (KMI) curriculum. This study concludes that social media can serve as a strategic tool in strengthening pesantren's institutional identity by adapting to the digital sphere. The branding implementation through Pramuka MTA’s Instagram illustrates how Scouting can represent character education values within a modern communication framework.
References
Alam, A. R. P., & & et all. (2023). Analysis Social Media, Halal Marketing and Consumer Behavior (Study in Fashion and Cosmetic Product). Ar-Ribh: Jurnal Ekonomi Islam, 06(02), 80–85.
Ambarwati, S. T. (2024). Systematic Literature Review: Implementasi Pramuka Prasiaga di PAUD. Jurnal Penelitian Inovatif, 4(2), 713–720. https://doi.org/10.54082/jupin.392
Annafi, M., Hastjarjo, S., & Satyawan, A. (2023). Message Design Logic on Lecturer @buiramira’s TikTok Account. Formosa Journal of Social Sciences (FJSS, 2(1), 93–110. https://doi.org/10.55927/fjss.v2i1.2924
Batubara, C., & Harahap, I. (2022). HALAL INDUSTRY DEVELOPMENT STRATEGIES Muslims’ Responses and Sharia Compliance In Indonesia. Journal of Indonesian Islam, 16(1), 103–132. https://doi.org/10.15642/JIIS.2022.16.1.103-132
Busetto, L., Wick, W., & Gumbinger, C. (2020). How to use and assess qualitative research methods. Neurological Research and Practice, 2(1). https://doi.org/10.1186/s42466-020-00059-z
DEWI, I. G. A. A. O. (2022). Understanding Data Collection Methods in Qualitative Research: The Perspective Of Interpretive Accounting Research. Journal of Tourism Economics and Policy, 1(1), 23–34. https://doi.org/10.38142/jtep.v1i1.105
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the Future of Digital and Social Media Marketing Research: Perspectives and Research Propositions. International Journal of Information Management, 59(June 2020), 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
Fan, F., Chan, K., Wang, Y., Li, Y., & Prieler, M. (2023). How influencers’ social media posts have an influence on audience engagement among young consumers. Young Consumers, 24(4), 427–444. https://doi.org/10.1108/YC-08-2022-1588
Gebremariam, H. T., Dea, P., & Gonta, M. (2024). Digital socialization: Insights into interpersonal communication motives for socialization in social networks among undergraduate students. Heliyon, 10(20), e39507. https://doi.org/10.1016/j.heliyon.2024.e39507
Khan, N. I. (2022). Case Study as a Method of Qualitative Research. Research Anthology on Innovative Research Methodologies and Utilization Across Multiple Disciplines, November, 452–472. https://doi.org/10.4018/978-1-6684-3881-7.ch023
Khoirurroji’in, Achlami, H., Jasmadi, Yanti, F., Hidayatullah, K., Wijaya, M. R., & Setiawan, A. H. (2021). The Role of Roudlotur Ridwan Islamic Boarding School in Empowerment of Islamic Communities Through Life Skills in the Child Social Welfare Institution (CSWI) Program in East Lampung District. Proceedings of the 1st UMGESHIC International Seminar on Health, Social Science and Humanities (UMGESHIC-ISHSSH 2020), 585. https://doi.org/10.2991/assehr.k.211020.077
Lim, W. M. (2024). What Is Qualitative Research? An Overview and Guidelines. Australasian Marketing Journal, 131. https://doi.org/10.1177/14413582241264619
Metzler, H., & Garcia, D. (2023). Social Drivers and Algorithmic Mechanisms on Digital Media. Perspectives on Psychological Science. https://doi.org/10.1177/17456916231185057
Nasiketha, S., Tham, J., & Khatibi, A. (2024). The Influence of Social Media on Consumer Online Shopping Intention. International Journal of Religion, 5(6), 39–49. https://doi.org/10.61707/nw9qwt19
Ningrum Retnno Wulan, Ismaya Erik Aditia, & Fjrie Nur. (2020). Faktor – Faktor Pembentuk Karakter Disiplin dan TanggungJawab Dalam Ekstrakurikuler Pramuka. Jurnal Prakarsa Paedagogia, 3(1), 105–117.
Nsude, I., Osuagwu, T. R., & Etumnu, E. W. (2023). Perceived Influence of Social Media on Multiculturalism in Southern States, Nigeria. Journal of Sociology: Bulletin of Yerevan University, 14(1 (37)), 29–49. https://doi.org/10.46991/bysu:f/2023.14.1.029
Rustamana, A., Adillah, P. M., Maharani, N. K., & Fayyedh, F. A. (2024). Qualitative Research Methods. Indonesian Journal of Interdisciplinary Research in Science and Technology (MARCOPOLO), 2(6), 919–930. https://doi.org/https://doi.org/10.55927/marcopolo.v2i6.9907
Sah, M. A., & Fuad, A. J. (2024). Islamic Boarding School Education Cultivates Moderate Character in Poso Central Sulawesi. Al-Hayat: Journal of Islamic Education, 8(3). https://doi.org/https://doi.org/10.35723/ajie.v8i3.661
Wu, G., & Pan, C. (2022). Audience engagement with news on Chinese social media: A discourse analysis of the People’s Daily official account on WeChat. Discourse and Communication, 16(1), 129–145. https://doi.org/10.1177/17504813211026567
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 INJECT (Interdisciplinary Journal of Communication)
This work is licensed under a Creative Commons Attribution 4.0 International License.
