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All Journal Buana Komunikasi (Jurnal Penelitian dan Studi Ilmu Komunikasi)
Suhaila Rasya
Universitas Islam Bandung
Religion Humanities Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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Pemanfaatan Media Sosial sebagai Sarana Branding Sekolah: Analisis Isi Konten pada Akun Instagram SMP Islam Cendekia Cianjur Najwa Hafifah; Suhaila Rasya; Ferry Dermawan
Buana Komunikasi (Jurnal Penelitian dan Studi Ilmu Komunikasi) Vol 7 No 2 (2026): August
Publisher : Prodi Ilmu Komunikasi Fakultas Ilmu Sosial dan Ilmu Politik USB YPKP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32897/buanakomunikasi.2026.7.2.5473

Abstract

This study analyzes the use of Instagram as a branding medium for SMP Islam Cendekia Cianjur through the @officialcendekia account. Using qualitative content analysis on 296 posts from June 2025 to May 2026, five content categories were identified: Informative (18.2%), Educative (14.9%), Achievement (30.4%), Religious (25.0%), and Engagement (11.5%). Achievement and Religious content dominated, reflecting a deliberate strategy to build perceived quality and brand association. Thematic analysis revealed four core values: academic excellence, religiosity, leadership, and competitive spirit. The account is strategically utilized to construct institutional identity, building brand equity and positioning the school as a competitive Islamic institution.
Co-Authors Ferry Dermawan Najwa Hafifah