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All Journal International Journal of Evaluation and Research in Education (IJERE) Jurnal Penelitian dan Evaluasi Pendidikan ISLAMICA: Jurnal Studi Keislaman Ta´dib Jurnal Al-Tadzkiyyah Conciencia Wardah Al Ilmi EL-IDARE: JURNAL MANAJEMEN PENDIDIKAN ISLAM Al Ishlah Jurnal Pendidikan MODELING: Jurnal Program Studi PGMI Syntax Literate: Jurnal Ilmiah Indonesia Al-Hayat: Journal of Islamic Education Edukasi Islami: Jurnal Pendidikan Islam JURNAL PENDIDIKAN TAMBUSAI Islamic Guidance and Counseling Journal Jurnal Ilmiah Mandala Education (JIME) Jurnal PAI Raden Fatah Studia Manageria: Jurnal Manajemen Pendidikan Islam Jurnal Teknodik JIIP (Jurnal Ilmiah Ilmu Pendidikan) PUBLIKASI PENELITIAN TERAPAN DAN KEBIJAKAN Muaddib: Islamic Education Journal Ulumuna Nusantara: Jurnal Pendidikan Indonesia Jurnal Perspektif Journal Of Sustainability Perspectives Cendekia: Jurnal Kependidikan dan Kemasyarakatan Studies in English Language and Education Innovative: Journal Of Social Science Research Al-Bustan: Jurnal Pendidikan Islam Eduprof Sustainable
Nyayu Khodijah
Universitas Islam Negeri Raden Fatah Palembang
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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Journal : wardah

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PMB PTKIN: Analisis Strategi Branding di Media Sosial Periode 2021-2024 Khodijah, Nyayu; Apriko, M. Syendi; Trisiah, Anita
Wardah Vol 25 No 2 (2024): Wardah
Publisher : Fakultas Dakwah dan Komunikasi Universitas Islam Negeri Raden Fatah Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19109/cyba7357

Abstract

The competition among universities to attract prospective students requires each institution to develop a competitive strategy, i.e., branding strategies, such as those implemented by State Islamic Higher Education Institutions (PTKIN). Each year, the branding strategy for new student admissions at PTKIN differs. This study implements a descriptive qualitative approach to analyze the branding strategies employed by the national committee for PMB PTKIN from 2021 to 2024. The focus of this study encompasses branding elements within the scope of brand design, the effectiveness of communication strategies in terms of supporting facilities and resources, and perceptions involving key stakeholders related to branding. The researchers analyzed the branding strategies utilized during 2021-2024 through observation, document analysis, and unstructured interviews as data complement. The findings indicate that effective branding elements include using relevant narratives, particularly those rooted in religious values, using digital media to target prospective students, and collaborating with Islamic higher education institutions under the Ministry of Religious Affairs. However, the study also identified several challenges, such as the suboptimal use of digital platforms and the gap between the projected brand image and public perception. Based on these findings, this study recommends strengthening the branding strategy by developing a consistent visual identity, increasing digital-based promotional activities, and aligning branding messages with the needs and preferences of the target audience. These findings are expected to assist PTKIN in building a stronger brand to attract prospective students to enroll in state Islamic higher education.
PMB PTKIN: Analisis Strategi Branding di Media Sosial Periode 2021-2024 Khodijah, Nyayu; Apriko, M. Syendi; Trisiah, Anita
Wardah Vol 25 No 2 (2024): Wardah
Publisher : Fakultas Dakwah dan Komunikasi Universitas Islam Negeri Raden Fatah Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19109/cyba7357

Abstract

The competition among universities to attract prospective students requires each institution to develop a competitive strategy, i.e., branding strategies, such as those implemented by State Islamic Higher Education Institutions (PTKIN). Each year, the branding strategy for new student admissions at PTKIN differs. This study implements a descriptive qualitative approach to analyze the branding strategies employed by the national committee for PMB PTKIN from 2021 to 2024. The focus of this study encompasses branding elements within the scope of brand design, the effectiveness of communication strategies in terms of supporting facilities and resources, and perceptions involving key stakeholders related to branding. The researchers analyzed the branding strategies utilized during 2021-2024 through observation, document analysis, and unstructured interviews as data complement. The findings indicate that effective branding elements include using relevant narratives, particularly those rooted in religious values, using digital media to target prospective students, and collaborating with Islamic higher education institutions under the Ministry of Religious Affairs. However, the study also identified several challenges, such as the suboptimal use of digital platforms and the gap between the projected brand image and public perception. Based on these findings, this study recommends strengthening the branding strategy by developing a consistent visual identity, increasing digital-based promotional activities, and aligning branding messages with the needs and preferences of the target audience. These findings are expected to assist PTKIN in building a stronger brand to attract prospective students to enroll in state Islamic higher education.
Co-Authors Abda Abda Abdul Hadi Abdurahmansyah Abdurahmansyah Abdurahmansyah, Abdurahmansyah Abdurrahmansyah Abdurrahmansyah Abu Mansur Ade Raini Ahmad Zainuri Ai Yeni Yuliyanti Aida Imtihana Akmal Hawi Aljabar, Jauharuddin Luthfi Amilda Amilda Anica Anica Anita Trisiah Annisa Astrid Apriko, M. Syendi Aquami Asri Karolina, Asri Ayu Ariska Pratiwi BAITI, MASNUN Chairul Ichsan Desti Nurholis Destrianjasari, Sherin Dian Andesta Bujuri Divy, Ellen Okta Ellen Okta Divy Endang Ekowati Enok Rohayati Erie Agusta Erlina Anggraini Ermis Suryana Farhan Alfikri Febriyanti Febriyanti febriyanti febriyanti Feni Yunita Hartan, Win Helmiyah, Helmiyah Herman Zaini Ibrahim Ibrahim Indah Wigati Indat Nashihin Ira Yuniarti Irham Abdul Haris Jamaluddin, Aini Syahira Khairunnisa, Aisyah Kusumasari Kartika Hima Darmayanti Lestari, Rizky Nurfitri Lisa Hepriyanti Lusitania, Nikita Lutfi Lutfi Mardeli Mardeli Mardiah Astuti Marjon C. Malacapay Martina Martina Maudy Talia Mgs Nazarudin Miftahul Husni Muhamad Fauzi Muhammad Abduh Muhammad Abduh Mujiyatun Mujiyatun Munir Munir Muthmainnah Muthmainnah Nawawi, Muhammad Latif Nur Azizah Nur Widiastuti Nurlaila Nurlaila Putro, Ledis Heru Saryono Rahma Rahma Resti Utami RESTI UTAMI Rina Setyaningsih Romadhon Assagaf Romli Romli Rr. Mini Sariwulan Sariwulan, Rr. Mini Sinta Irawati Siti Rahmah Sriwati Sriwati Sukirman Sukirman Sukirman Sukirman Syafira Masnuah Syarnubi, Syarnubi Yarmeli Yarmeli Zahra Zahra Zainal Berlian Zuhdiyah Zuhdiyah Zuhdiyah Zuhdiyah, Zuhdiyah Zulmi Ramdani