Dimensions
DimensionsRahmawati, 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
Preview |
Text
126000549.pdf - Published Version Download (400kB) | Preview |
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.
| Item Type: | Article |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial & Politik > Ilmu Komunikasi |
| Depositing User: | Yulia Rahmawati |
| Date Deposited: | 03 Feb 2025 02:46 |
| Last Modified: | 03 Feb 2025 02:46 |
| URI: | http://repository.uhamka.ac.id/id/eprint/42052 |
Actions (login required)
 |
View Item |
