Enhancing Public Trust in Islamic Boarding Schools through Electronic Word of Mouth (E-WOM): A Symbolic Interactionism Analysis

Hasan Baharun; Sofiyatul Hasanah

doi:10.14421/manageria.2023.82-01

Authors

Hasan Baharun University Nurul Jadid, Probolinggo, Indonesia
Sofiyatul Hasanah University Nurul Jadid, Probolinggo, Indonesia

DOI:

https://doi.org/10.14421/manageria.2023.82-01

Keywords:

Electronic Word of Mouth (E-WOM), Public Trust, Symbolic Interactionism, Islamic Boarding Schools, Digital Communication

Abstract

This study explores the impact of Electronic Word of Mouth (E-WOM) on public trust in Islamic boarding schools, using Nurul Jadid Islamic Boarding School as a case study. Applying symbolic interactionism, the research aims to understand how E-WOM shapes public perceptions in this educational context. A qualitative approach employing naturalistic phenomenology and descriptive analysis involving observations, interviews, and documentation was used. The findings indicate that E-WOM, utilized since 2018 at Nurul Jadid, has significantly enhanced the school's public image and trust, notably increasing student enrollment and international attention. Key strategies include effective digital content creation and audience engagement. However, the study’s focus on a single institution suggests the need for broader research to generalize these findings. Implications for educational administrators and policymakers include strategic insights for digital communication and public engagement. This research contributes to the academic discourse in communication and educational studies, offering a novel application of symbolic interactionism in digital communication. Future research should examine E-WOM’s long-term effects on institutional reputation and explore its application in diverse educational settings.

Downloads

Download data is not yet available.

References

Al-Adwan, A. S., Kokash, H., Al Adwan, A., Alhorani, A., & Yaseen, H. (2020). Building customer loyalty in online shopping: The role of online trust, online satisfaction and electronic word of mouth. International Journal of Electronic Marketing and Retailing, 11(3), 278–306. Scopus. https://doi.org/10.1504/IJEMR.2020.108132

Aminatun, Ahyar. (2021). Kontribusi Manajemen Humas dalam Meningkatkan Kepercayaan Wali Siswa. AL-FÂHIM Jurnal Manajemen Pendidikan Islam, 1(1), 24–47.

Andrew, J., & Erdiansyah, R. (2021). Analisis Pengaruh E-WOM , Online Review , dan Kualitas Informasi Terhadap Minat Beli di Market Place Tokopedia. Prologia, 5(1), 127. https://doi.org/10.24912/pr.v5i1.8177

Carter, M. J., & Montes Alvarado, A. (2019). Symbolic Interactionism as a Methodological Framework. In P. Liamputtong (Ed.), Handbook of Research Methods in Health Social Sciences (pp. 169–187). Springer. https://doi.org/10.1007/978-981-10-5251-4_62

Dewi, N. K. A., & Sukaatmadja, I. P. G. (2022). Peran Brand Image Memediasi Pengaruh E -Wom Terhadap Revisit Intention Di Era New Normal. E-Jurnal Manajemen, 11(4), 702–721. https://doi.org/10.24843/ejmunud.2022.v11.i04.p04

Elyus, D. S. (2021). Strategi Humas dalam Meningkatkan Citra Sekolah Di Era Pandemi Covid 19. Jurnal Inspirasi Manajemen Pendidikan, 09(02), 281–289.

fahrul, nurhadi. (2021). Strategi Humas Online dalam Memenuhi Kebutuhan Informasi Pelayanan Administrasi Kependudukan (Studi Deskriptif Kualitatif Pada Disdukcapil Kabupaten Garut). PRecious: Public Relations Journal, 1(1), 27–47.

Ferdianto, M., Hamid, R. S., & Maszudi, E. (2023). Peran E-WOM, Life Style, Kepercayaan, dan Content Marketing dalam Keputusan Pembelian Generasi Milenial Di Facebook. Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi, 10(1), 198–210. https://doi.org/10.35794/jmbi.v10i1.46629

Flanagin, A. J. (2020). The Conduct and Consequence of Research on Digital Communication. Journal of Computer-Mediated Communication, 25(1), 23–31. https://doi.org/10.1093/jcmc/zmz019

Gumilang, R. R. (2019). Implementasi Digital Marketing Terhadap Peningkatan Penjualan Hasil Home Industri. Jurnal Ilmiah Manajemen, 10(1), 9–14.

Hakim, M. A. R., Serasi, R., Revola, Y., Adnan, N. I., & Astari, A. R. N. (2023). The Reconstruction of Blended Learning Teaching Model for Full Online Learning System: A Study on English Education Department in Islamic Universities in Indonesia. International Journal of Learning, Teaching and Educational Research, 22(4), 1–20. Scopus. https://doi.org/10.26803/IJLTER.22.4.1

Hidayanto, A. N., Sablan, B., Budiardjo, E. K., & Putram, N. M. (2020). The impact of parasocial interaction toward prospective students’ intention to enrol in a university and share information through electronic word-of-mouth. International Journal of Business Innovation and Research, 21(2), 176–197. Scopus. https://doi.org/10.1504/IJBIR.2020.104813

Made, I Wijaya Kusuma, Gusti, I Ayu Wimba, P. Y. W. (2022). A New Decade for Social Changes. Technicum Sosial Sciences Journal, 35, 477–489.

Mansour, O., & Farmanesh, P. (2020). Does gender matter? Acceptance and forwarding of electronic word of mouth: A moderated mediation analysis. Management Science Letters, 10(7), 1481–1486. Scopus. https://doi.org/10.5267/j.msl.2019.12.019

Munandar, A., Wijaya, S., Kusdianto, K. D., Wirdiansyah, D., Slamet, F., Nur, R., Lestari, I., & Arrozi, M. F. (2023). Strategi Meningkatkan Kepercayaan Publik Di Indonesia: Peran Good Governance dan E- Aplikasi Digital Kawal Desa: Upaya Peningkatan Kesejahteraan Masyarakat. URNAL Akuntansi Dan Keuangan, 14(1), 1–141.

Nilashi, M., Fallahpour, A., Wong, K. Y., & Ghabban, F. (2022). Customer satisfaction analysis and preference prediction in historic sites through electronic word of mouth. Neural Computing and Applications, 34(16), 13867–13881. Scopus. https://doi.org/10.1007/s00521-022-07186-5

Nugraha, A. R., Sjoraida, D. F., & Novianti, E. (2022). Analisis Strategi Humas Pemerintahan Era Milenial dalam Menghadapi Tata Kelola Informasi Publik. PRofesi Humas, 6(2), 286–310.

Nursakti, Z. (2023). Strategi Public Relations dalam Membangun Brand Image Pada Hotel Aruss Semarang. Jurnal Ilmu Komunikasi, 6(2), 250–263.

Padmawati, G. (2020). Peran Kepercayaan Merek dalam Memediasi Pengaruh E-WOM terhadap Keputusan Pembelian Produk Chatime Di Bali. E-Jurnal Manajemen, 9(7), 2621–2641.

Patras, Y. E., Hidayat, R., Lian, B., Fitria, H., & Apriana, D. (2019). Jurnal Manajemen, Kepemimpinan, dan Supervisi Pendidikan. Jurnal Manajemen, Kepemimpinan, Dan Supervisi Pendidikan, 4(1).

Rahmadika, Hary, Muhd Ar, and I. Riauan. (2022). Manajemen Corporate Social Responsibility GraPari Kota Pekanbaru dalam Meningkatkan Kepercayaan Masyarakat. Journal Of Communication Management and Organization, 1(1), 1–13.

Rastini, I. K. P. M. P. N. M. (2022). Peran Brand Image dalam Memediasi Pengaruh E-WOM Terhadap Niat Menggunakan Gojek di Kota Denpasar. E-Jurnal Manajemen, 11(3), 464–484.

Reola, P. (2020). Peran Humas Pembentuk Opini Publik dalam Upaya Pencitraan Lembaga Pendidikan. Journal of Islamic Education Management, 5(1), 1–14.

Riama, C. O. (2021). Peran Influencer dalam Proses Electronic Word of Mouth Untuk Meningkatkan Persepsi Merek. Jurnal Manajemen Komunikasi, 5(2), 156–175.

Rifaid, R., Rachman, M. T., Baharuddin, T., & Gohwong, S. (2023). Public Trust: Indonesian Policy in Developing a New Capital City (IKN). Journal of Governance and Public Policy, 10(3), Article 3. https://doi.org/10.18196/jgpp.v10i3.17681

Ruhamak, M. D., & Rahmadi, A. N. (2022). Pengaruh E - Wom , Reputasi dan Webqual Terhadap Keputusan Konsumen Pada Pengguna Lembaga Kursus Bahasa Inggris. Warmadewa Economic Development Journal (WEDJ), 5(2), 54–66. https://doi.org/10.22225/wedj.5.2.2022.54-66

Sapitri, L. (2022). Studi literatur terhadap kurikulum yang berlaku di Indonesia saat pandemi COVID-19. Inovasi Kurikulum, 19(2), Article 2. https://doi.org/10.17509/jik.v19i2.44229

Susanti, N. F., & Wulandari, R. (2021). How Does the Electronic Word Of Mouth (Ewom) Build Brand Trust In Increasing Buying Interest During The Covid-19 Pandemic. International Journal of Economics, Business and Management Research, 5(03), 70–83.

Syahdiany, G., & Trinanda, O. (2019). Pengaruh Electronic Word of Mouth dan Customer Experience Terhadap Brand Trust Transmart Carrefour Kota Padang. Jurnal Kajian Manajemen Dan Wirausaha, 01(01), 226–231.

Todri, V., Adamopoulos, P., & Andrews, M. (2022). Is Distance Really Dead in the Online World? The Moderating Role of Geographical Distance on the Effectiveness of Electronic Word of Mouth. Journal of Marketing, 86(4), 118–140. Scopus. https://doi.org/10.1177/00222429211034414

Turmidzi, I. (2022). Implementasi Perencanaan Strategis dalam Meningkatkan Mutu Pendidikan Madrasah. Tarbawi, 5(2), 90–100.

Tuyu, V., Moniharapon, S., & Poluan, J. G. (2022). Pengaruh Iklan Online dan E-WOM Terhadap Keputusan Pembelian Produk Online ( Studi Pada Konsumen Bag Store Manado ). Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 10(3), 526–537. https://doi.org/10.35794/emba.v10i3.42743

Wulandari, Jeni, and D. A. (2020). Analisis E-Trust , E-WOM , dan E-Service Quality dalam Keputusan Pembelian Online. Jurnal Perspektif Bisnis, 3(2), 63–75. https://doi.org/10.23960/jpb.v3i2.19

Yudi Prayoga, M. Y. A. P. (2022). Electronic Word of Mouth (eWOM): Menguji Pengaruh Pengalaman Positif, Persepsi Kualitas dan Kepercayaan. Studi Kasus: Restoran Di Labuhanbatu. Jurnal Manajemen Dan Sains, 7(1), 283–289. https://doi.org/10.33087/jmas.v7i1.393

Zaib Amir, R. H. dkk. (2023). Investigating the Impact of Social Media Images’ Value, Consumer Engagement, and Involvement on Ewom of a Tourism Destination: A Transmittal Mediation Approach. Journal of Retailing and Consumer Services, 149–200.