eprintid: 42052
rev_number: 10
eprint_status: archive
userid: 2148
dir: disk0/00/04/20/52
datestamp: 2025-02-03 02:46:48
lastmod: 2025-02-03 02:46:48
status_changed: 2025-02-03 02:46:48
type: article
metadata_visibility: show
creators_name: Rahmawati, Yulia
creators_id: yulia.rahmawati@uhamka.ac.id
creators_orcid: 0000-0003-4655-2284
corp_creators: Universitas Muhammadiyah Prof. Dr. Hamka
title: Enhancing University Brand Awareness via Instagram
Strategies
ispublished: pub
subjects: H1
divisions: 70201
abstract: . In the context of the fiercely competitive higher education landscape, marked
by the advent of the Independent Campus era, the Communication Science Study Program
at the Faculty of Social Sciences and Political Sciences, UHAMKA, has strategically
leveraged Instagram to enhance its brand awareness. This study employs a descriptive
qualitative research method to investigate the communication strategies implemented by
the program to bolster its presence on Instagram, a platform chosen for its high penetration
and user engagement rates in Indonesia. The research, conducted over six months, entailed
literature reviews, observations, and interviews to gather data, further analyzed through a
rigorous process as outlined by Miles and Huberman. The findings reveal that UHAMKA's
Communication Science Study Program has adeptly integrated its communication efforts
with the broader university strategy, emphasizing core values and leveraging Instagram's
features to effectively engage with its target audience. This approach has not only
facilitated a stronger brand identity but also resulted in increased brand awareness among
potential students and stakeholders. The study underscores the pivotal role of strategic
social media use in higher education marketing, offering valuable insights into effective
brand communication in the digital age. Through this exploration, the research highlights
the necessity for educational institutions to adopt cohesive and innovative communication
strategies to navigate the competitive academic sector successfully.
date: 2024-06-06
date_type: published
publisher: https://www.atlantis-press.com/
official_url: https://www.atlantis-press.com/proceedings/icnsse-23/126000549
id_number: 10.2991/978-2-38476-242-2_51
full_text_status: public
publication: Prosiding Konferensi Tahunan ke-3 Internasional tentang Pendidikan Ilmu Pengetahuan Alam dan Sosial (ICNSSE 2023)
volume: 3
number: 3
pagerange: 513-520
refereed: TRUE
issn: 2352-5398
citation:   Rahmawati, Yulia  (2024) Enhancing University Brand Awareness via Instagram Strategies.  Prosiding Konferensi Tahunan ke-3 Internasional tentang Pendidikan Ilmu Pengetahuan Alam dan Sosial (ICNSSE 2023), 3 (3).  pp. 513-520.  ISSN 2352-5398     
document_url: http://repository.uhamka.ac.id/id/eprint/42052/1/126000549.pdf