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Journal : Avant Garde

Pembentukan Opini Publik Telkom University sebagai ‘The Best Private University in Indonesia’ Dewi, Sonia; Christin, Maylanny; Imran, Ayub Ilfandy
Avant Garde Vol 12, No 2 (2024): Avant Garde
Publisher : Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36080/ag.v12i2.3255

Abstract

In 2019, the Ministry of Education and Culture (Kemdikbud) announced the clustering of higher education institutions through the Kemdikbud website portal (http://klasterisasi-pt.kemendikbud.go.id). Based on the clustering results, Telkom University ranked 14th nationally and 1st as the best private university in Indonesia. In 2020, Kemdikbud again announced the clustering of higher education institutions with Telkom University ranking 17th nationally and still 1st as the best private university in Indonesia. Telkom University then used this result as the tagline ‘The Best Private University in Indonesia’ for institutional branding. Up to now, Telkom University continues to use the tagline ‘The Best Private University in Indonesia’. To maintain this branding, Telkom University implements a branding strategy through the formation of public opinion. This study employs a descriptive qualitative method and data collection through in-depth interviews. The results of the study show that Telkom University faces challenges in maintaining consistent branding amidst diverse public opinions. This makes it difficult to create a widely accepted brand image. To strengthen its claim as 'The Best Private University in Indonesia,' Telkom University improves transparency and engages in better interactions through social media while responding to constructive criticism. The branding claimed by Telkom University has received various responses, both positive and critical, indicating the need for further evaluation of the claim. Telkom University uses visual communication strategies and promotional activities that emphasize the university’s achievements to support its branding as ‘The Best Private University in Indonesia’.
Co-Authors Acep Rohendi Adywibawa, Rangga Aru Putra Aini, Sheva Nada Aisy, Nafisa Rihadatul Alila Pramiyanti Andi Refandi Febriyansyah Andi Refandi Febriyansyah, Andi Refandi Anshari, Ahmad Atie Rachmiatie Aulia, Muhammad Mirza Rizky Ayub Ayub Ayub Ilfandy Imran Az Zahra, Rida Ratu Azari, Dimas Hazim Azizah Ainun Fitriani Azzahra, Jihan Azzura, Corry Nur Baihaqi, Muhammad Ihsan Baskoro, Lahandi Betty Tresnawaty, Betty Bhagaskara, Dimas Anargya Daffa Alfiant Putra Dasrun Hidayat Dasrun Hidayat Deri Hanafy D Dewi, Sonia Dita Isnata Dwi Putri Loven Endang Rahayu Evira Ayustin Evira Ayustin Fadhilah, Fanny Glenn Petroliunanda Guspita, Salsa Gustini, Leili Kurnia Hikam, Muhammad Naufal Humam, Taqiyudin Muhammad Husnita, Husnita Intan Nur Azis Justicia Chantika D.A Kadek Alda Rahmawati Kadiva Dwilia Rosadiputri Khairunnisa Khairunnisa Lenggawati Rahayu Lusi Susilawati Lutfiyyah, Risya Silky Marshal, Tito Maulida, Hayra Tri Muhammad Rif’at Al-Razi Nabila Cahyani Putri Novyanti, Dewa Ayu Chyntia Nur'aeni, Nur'aeni Nur’Aeni, Nur’Aeni Pangestu, Muhammad Alif Aryo Pratama, M. Rafli Putra Adywibawa, Rangga Aru Putri, Nabila Cahyani Putro, Raka Asmoro Putu Isma Saraswati Rahmamia Anggitasari Rahman, Isya Alif Ramadhana, Dhea Rizka Rangga Putera Perdana Rangga Putera Perdana, Rangga Putera Rania Putri Alifa Reza Rizkina Taufik Rico Kurnia Yudhaswara Rizky Aulia, Muhammad Mirza Ruth Mei Ulina Malau Situmorang , Krisnawati br Syaputra, Ferdiansyah Maulana Syilfa Fakhira Tri Riska Utami Yasyfa Fitri Yohana, Magdalena Yuhanida Ramadanty Zalfa Salsabila Aulia Putri Zenobia, Zhafira