Enhancing Public Trust Through E-WOM In Islamic Boarding Schools: a Cyber Public Relations Perspective
Keywords:
Public Trust, E-WOM, Cyber Public Relations.
Abstract
This study aims to analyze the role of Electronic Word of Mouth (E-WOM) in enhancing public trust in Islamic boarding schools from the perspective of Cyber Public Relations (CPR) at Darussalam Islamic Boarding School Banyuwangi. This research employed a qualitative approach using a case study design. Data were collected through in-depth interviews, participant observation, and documentation involving pesantren administrators, students, alumni, and members of the community. The data were analyzed using thematic analysis and validated through data triangulation. The findings reveal that public trust is strengthened through integrated digital communication strategies, including the optimization of websites and social media, dissemination of value-based educational content, and interactive communication characterized by responsiveness and transparency. Educational content such as religious advice, santri memorization activities, and Shahih Bukhari study sessions contributed to strengthening the pesantren’s reputation and encouraging positive E-WOM. This study implies that Cyber Public Relations serves as an effective strategy for maintaining institutional reputation and strengthening public trust in the digital era.
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Wanigapura, T. M., Guruge, T., Kuruppu, I. V, & Abeysiriwardana, P. C. (2025). Diversified impact of electronic word-of-mouth (eWOM) on consumer communities: a developing country perspective. Decision, 52(1), 37–53. https://doi.org/https://doi.org/10.1007/s40622-025-00420-8
Arifianto, A., Prabowo, G., Setiawan, A., Sain, Z. H., Robbani, H. R. S., & Duerapho, Z. (2025). Management Strategies for Developing the PAI Learning Program at SMP NU Islamic Center Pesanggaran. MUMTAZ: Jurnal Pendidikan Agama Islam, 5(1), 65–82. https://doi.org/https://doi.org/10.69552/mumtaz.v5i1.3039
Atnan, N., & Hidayat, A. (2026). Conventional Word of Mouth (WOM) versus WOM through Instagram: a case study of religious tourism at the Mataram Kings’ Cemetery, Imogiri, Bantul, Yogyakarta, Indonesia. Media Asia, 53(1), 41–61. https://doi.org/https://doi.org/10.1080/01296612.2025.2579751
Azhari, A. K., Khaudli, M. I., & Setiawan, A. (2025). Tantangan Kurikulum Inovatif di Sekolah Antara Tuntutan Modernisasi dan Otoritas Tradisional. MUDABBIR Journal Research and Education Studies, 5(2), 596–603. https://doi.org/https://doi.org/10.56832/mudabbir.v5i2.1210
Azzahra, A., Ramadhan, N. D., & Dirgantara, I. M. B. (2025). The Integration of Digital Transformation and e-WOM on Consumers in the Religious Tourism Industry. Economic and Business Horizon, 4(2), 79–94. https://doi.org/https://doi.org/10.54518/ebh.4.2.2025.616
Chand, S. P. (2025). Methods of data collection in qualitative research: Interviews, focus groups, observations, and document analysis. Advances in Educational Research and Evaluation, 6(1), 303–317. https://doi.org/10.25082/AERE.2025.01.001
Cheng, Y., Wang, Y., & Lee, J. (2024). Using a Chatbot to Combat Misinformation: Exploring Gratifications, Chatbot Satisfaction and Engagement, and Relationship Quality. International Journal of Human–Computer Interaction, 1–13. https://doi.org/10.1080/10447318.2024.2344149
Dandis, A., Eid, M. A. H., & Shehadeh, R. (2026). From e-service quality to repurchase intention: the mediating roles of e-customer satisfaction and e-WOM. The TQM Journal, 1–26. https://doi.org/https://doi.org/10.1108/TQM-08-2025-0465
Huang, M., & Ki, E.-J. (2023). Examining the Effect of Anthropomorphic Design Cues on Healthcare Chatbots Acceptance and Organization-Public Relationships: Trust in a Warm Human Vs. a Competent Machine. International Journal of Human–Computer Interaction, 1–13. https://doi.org/10.1080/10447318.2023.2290378
Huzali, I., Setiawan, A., Purnomo, M. S., & Ishak, N. S. (2025). Implementation of Competitive Strategy, Competitive Area, Competitive Result in Increasing the Competitiveness of Islamic Education Marketing. Electronic Journal of Education, Social Economics and Technology, 6(1). https://doi.org/https://doi.org/10.33122/ejeset.v6i1.168
Khan, N., Khalique, F., & Saini, K. (2025). Qualitative research methods: harnessing interviews, focus groups, observations, and document analysis. In Qualitative research methods in air transport management (pp. 27–56). IGI Global Scientific Publishing.
Lamsal, P., Adhikari, A., Aryal, V., & Aryal, B. (2025). A review of an in-depth interview on urban planning and development. Molung Educational Frontier, 15, 278–307. https://doi.org/https://orcid.org/0000-0003-1333-1039
Mulyani, E. D. (2025). The Influence of Madrasah Quality and Brand Image Through Electronic Word of Mouth (E-WoM) on the Decision to Enroll at MI PKP DKI Jakarta. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 8(3), 12342–12352. https://doi.org/https://doi.org/10.31538/iijse.v8i3.7733
Ologunebi, J., & Taiwo, E. O. (2025). The impact of digital communication on governance, political dynamics, and leadership; A case study of the Nigerian people and process. Political Dynamics, and Leadership. https://doi.org/https://doi.org/10.1007/s40622-025-00420-8
Pandey, S., & Dash, M. K. (2026). Electronic word-of-mouth and the dynamics of training program selection: a mixed-method study. European Journal of Training and Development, 1–21. https://doi.org/https://doi.org/10.1108/EJTD-12-2025-0292
Rindova, V. P., & Petkova, A. P. (2023). For the Love of Change: How Strategic Leaders Design Organizational Processes to Shape Dynamic Capabilities. In G. Di Stefano & F. C. Wezel (Eds.), Organization Theory Meets Strategy (Vol. 43, pp. 235–274). Emerald Publishing Limited. https://doi.org/10.1108/S0742-332220230000043010
Roy, K., Paul, U. K., Tiwari, S., & Mookherjee, A. (2025). Impact of electronic word of mouth (e-WOM) on purchasing decisions: An empirical study. Benchmarking: An International Journal, 32(10), 3901–3936. https://doi.org/https://doi.org/10.1108/BIJ-08-2024-0642
Setiawan, A., Azhar, A. K., & Rofiq, i A. (2025). TADBIR : Jurnal Manajemen Pendidikan Islam TADBIR : Jurnal Manajemen Pendidikan Islam. 13(01), 99–114. https://journal.iaingorontalo.ac.id/index.php/tjmpi/article/download/5772/2694
Setiawan, A., & Ekaningsih, L. A. F. (2025). Education financing management in the digital era: An analysis of the role of virtual accounts tuition payments in Islamic boarding school. Proceeding: Islamic Education Management International Conference, 1(1), 1–15.
Suradji, M., & Faridi, F. (2025). Transformation Of Islamic Boarding School Education In The Digital Era: A Critical Analysis Of The Internalization Of Qur’anic Values. Benchmarking, 9(2), 429–435. https://doi.org/ttp://dx.doi.org/10.30821/benchmarking.v9i2.25967
Tam, N. D., Hiep, P. M., & Lan, L. T. M. (2025). A Bibliometric Analysis of Electronic Word-of-Mouth in Tourism: A Review and Identification of Future Research Themes. Asian Journal of Business and Accounting, 271–304.
Wanigapura, T. M., Guruge, T., Kuruppu, I. V, & Abeysiriwardana, P. C. (2025). Diversified impact of electronic word-of-mouth (eWOM) on consumer communities: a developing country perspective. Decision, 52(1), 37–53. https://doi.org/https://doi.org/10.1007/s40622-025-00420-8
Published
2026-02-18
How to Cite
Ahmad Khotib, M. Imam Khaudli, Andi Setiawan, Budi Santoso, & Denis Bahari. (2026). Enhancing Public Trust Through E-WOM In Islamic Boarding Schools: a Cyber Public Relations Perspective. GHAITSA : Islamic Education Journal , 7(1), 143-154. https://doi.org/10.62159/ghaitsa.v7i1.2266
Section
Articles
Copyright (c) 2026 Ahmad Khotib, M. Imam Khaudli, Andi Setiawan, Budi Santoso, Denis Bahari
This work is licensed under a Creative Commons Attribution 4.0 International License.
