AN ANALYSIS OF MARKETING COMMUNICATION STRATEGIES IN CATHOLIC EDUCATIONAL INSTITUTIONS IN RESPONSE TO DIGITAL DISRUPTIONS

Agatha Dwi Kartika Sari Istyanto; Ibnu Hamad; Natalina Nilamsari

doi:10.32509/mirshus.v5i1.110

Agatha Dwi Kartika Sari Istyanto University of Prof. Dr. Moestopo (Beragama), Jakarta
Ibnu Hamad Universitas Prof. Dr. Moestopo (Beragama), Jakarta
Natalina Nilamsari Universitas Prof. Dr. Moestopo (Beragama), Jakarta

DOI: https://doi.org/10.32509/mirshus.v5i1.110

Keywords: Digital Media, New Media, Digital Disruption

Abstract

The rapid growth of technology and digital media has changed how Catholic schools interact and communicate. This study analyzes two schools—Santa Familia Elementary in Bangka Belitung and Santo Nikolaus High School in Manado—to explore their digital marketing strategies. It examines key aspects such as sales promotions, advertising, public relations, direct marketing, school activities, and the experiences of school community members. The study also identifies challenges these schools face in adapting to digital disruption. Using a constructivist paradigm and a qualitative phenomenological approach, the research incorporates document analysis, online interviews, and a literature review. Findings reveal that both schools acknowledge digital disruption and understand the importance of leveraging digital media to stay competitive. They are actively embracing digital transformation by focusing on social media engagement. Their communication strategies emphasize content creation, including visual, textual, and multimedia formats, aligned with six key aspects of integrated marketing communication. This approach helps them connect with their audiences and maintain adaptability in the evolving digital landscape.

References

Amir, P. Y. (2018). Medan Kreativitas: Memahami Dunia Gagasan. Cantrik Pustaka .

Armstrong, G., Kotler, P., & Balasubramanian, S. (2023). Principles of Marketing, Global Edition (19th ed.). Pearson Education Limited.

Baiyere, A., & Hukal, P. (2020). Digital Disruption: A Conceptual Clarification. Copenhagen Business School.

Harian Jogja. (2020, January 10). Sekolah Katolik Harus Berani Melawan Arus.

Hermawan, A. (2012). Komunikasi Pemasaran. Erlangga .

Herna. (2022). Tiktok Social Media Usage Motives: Uses And Gratification Theory Analysis. Moestopo International Review on Societies, Humanities, and Sciences (MIRSHuS), 2, 160–168.

Ja’afar, & Walisyah, T. (2024). Utilization Of Instagram As Information Media In Supporting The Activities Of Ibnu Aqil Islamic Boarding School Medan. Moestopo International Review on Societies, Humanities, and Sciences (MIRSHuS), 4, 251–259.

Jothi, P. S. J. R. S. P., Neelamalar, M., & Prasad, R. S. (2011). Analysis Of Social Networking Sites: A Study On Effective Communication Strategy In Developing Brand Communication. Journal of Media and Communication Studies, Department of Media Sciences, College of Engineering, Anna University, 3, 234–242.

McQuail, D., & Deuze, M. (2020). McQuail’s Media and Mass Communication Theory (7th ed.). SAGE Publication.

Miles, M. B. M., & Huberman, A. M. (2018). Qualitative Data Analysis: A Methods Sourcebook (4th ed.). SAGE Publication .

Mojaye, E. M. A. E. M., & Msughter, A. E. (2022). Theoretical Perspectives In World Information Systems: A Propositional Appraisal Of New Media-Communication Imperatives. Journal of Communication and Media Research, 14.

Romadlon, A., Marlien, R. A., & Widyasari, S. (2020). Pengaruh Digital Marketing, Kepercayaan Dan Kualitas Produk Terhadap Niat Beli (Studi Pada Akun Instagram Kawaii Coklat) . Proceeding SENDIU.

Sonora.Id. (2022, July 19). Kondisi Sekolah-Sekolah Katolik Sekarang dan Kedepan.

Tjiptono, F. (2015). Strategi Pemasaran: Edisi 4 (4th ed.). Penerbit Andi .

Wati, A. P., Martha, J. A., & Indawati, A. (2020). Digital Marketing. PT Literindo Berkah Karya .