Komunikasi Pemasaran Melalui Tiktok Ngalah Tv Dan Youtube Ngalah TV Dalam Membangun Brand Awareness Pondok Pesantren Ngalah

Abstract

ABSTRACT

This study aims to analyze the implementation of marketing communication stages and the achievement of brand awareness among the general public regarding the Ngalah Islamic Boarding School through its official social media channel, Ngalahtv. This study uses a descriptive qualitative approach to examine how the institution utilizes digital media to publicize its activities, religious study sessions, and Islamic education. The results of the study indicate that the marketing communication strategy implemented by Ngalah TV has been quite successful in building brand awareness and introducing the boarding school to a wider audience. Specifically, the level of brand awareness achieved through Ngalah TV’s TikTok and YouTube platforms is at the Brand Recognition level. In conclusion, although digital media is effective in building initial recognition, the alumni network remains the primary driver of deeper brandawareness. Therefore, it is recommended that Ngalahtv’s management optimize its digital content strategy—such as by presenting narratives that are more interactive and relevant to a young audience—to elevate social media outreach from the awareness stage to Brand Recall and Top of Mind,without neglecting the potential of the alumni network.