Optimalisasi Media Publikasi dan Peran Kehumasan dalam Meningkatkan Perceived Quality serta Brand Association di Pondok Pesantren Nurul Jadid

Abstract

This study aims to analyze the optimization of publication media and public relations strategies in enhancing perceived quality and brand associations at the Nurul Jadid Islamic Boarding School. In the digital era, the role of publication media ranging from advertising to cyber public relations has become crucial in shaping the image of educational institutions. Employing a qualitative approach and a case study method, this research involved in-depth interviews with public relations staff, document analysis, and direct observation of public relations activities. The findings indicate that the effective use of publication media such as electronic Word of Mouth (e-WOM), sales promotions, and symbolic interaction via social media contributes significantly to enhancing perceived quality. Furthermore, public relations strategies focused on managing brand associations such as cultivating a positive corporate image and fostering brand loyalty among students and the community strengthen public trust in the institution. The study highlights the importance of integrating technology-based public relations strategies with ethical practices to foster harmonious relationships between the boarding school and the community. It recommends developing a symmetrical, two-way communication model to maximize the effectiveness of publication media in sustaining the positive image of the Nurul Jadid Islamic Boarding School.