Strategi Digital Branding Pesantren Modern dalam Meningkatkan Trust Masyarakat di Era Disrupsi Informasi

Abstract

This research explores the strategic role of digital branding in modern Islamic boarding schools (Pesantren) to enhance public trust amidst the challenges of information disruption. Utilizing a qualitative descriptive case study approach , data were collected through in-depth interviews, digital ethnography (netnography), and documentation. Findings indicate that successful digital branding is integrated across three levels: digital infrastructure, value-based content curation, and public interaction management. The results demonstrate that trust-building relies on the pillars of Ability, Benevolence, and Integrity. Digital Ability is signaled through professional web management , while Benevolence is cultivated via human-centric storytelling. Integrity is maintained through the authentic alignment of digital narratives with on-the-ground realities. Furthermore, this study identifies the "Digital Syiar" concept, where Pesantren act as authoritative sources of moderate Islamic information, reinforcing brand authority. Ultimately, communication agility and creative human resources are identified as decisive factors in maintaining institutional reputation. This study provides a strategic framework for value-based educational institutions to navigate the post-truth era while preserving traditional spiritual integrity.