The Effectiveness of Digital Communication in Increasing Customer Satisfaction : A Case Study of Madrasah Tsanawiyah (MTs) State 2 Bandar Lampung

Abstract

In the era of digital transformation, educational institutions are required to adapt quickly to developments in information technology, including in communication management and marketing strategies. Digital communication has become an important pillar in educational institution information management, particularly in marketing strategies. This study aims to analyze the effectiveness of digital communication in increasing educational customer satisfaction, as well as its impact on educational customer satisfaction, in this case madrasahs. This research was conducted at Madrasah Tsanawiyah (MTs) Negeri 2 Bandar Lampung as a superior madrasah located in Bandar Lampung City. The main focus of this study is the effectiveness of digital communication as a process, transaction, and interaction in the context of educational marketing. 

The research used a descriptive qualitative case study approach. Data collection methods included observation, interviews, and documentation. The results showed that the digital communication implemented by Madrasah Tsanawiyah Negeri 2 Bandar Lampung utilized three communication models: communication as a process, transaction, and interaction.

The findings show that 1) Communication as a process is not only used to convey information but is used to build trust and strengthen public relations through communication based on religious ethics, by prioritizing moral and ethical values, and upholding honesty in conveying information through various digital media. 2) Communication as a transaction, the formation of the Information and Documentation Management Officer Team (PPID), is an important strategy in strengthening the information exchange process. However, there are still shortcomings in the implementation of communication as a transaction, especially related to the suboptimal structured two-way communication system. Although one-way communication is still dominant, the implemented digital strategy has succeeded in building a positive image of madrasas and increasing community participation, as shown by increased public trust and the increasing number of new student applicants. 3) Communication as an interaction is carried out through various digital platforms to understand the needs of educational customers, where these results indicate that digital communication plays an important role in creating transparency, efficiency, and supporting increased customer satisfaction in the field of education, especially madrasas.