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All Journal Wardah Journal of Malay Islamic Studies Jurnal Ilmu Komunikasi Dan Media Jurnal Komunikasi Islam dan Kehumasan Pubmedia Social Sciences and Humanities Jurnal Pendidikan Islam Jurnal Bisnis dan Komunikasi Digital Physical Sciences, Life Science and Engineering Indonesian Journal of Applied Technology Journal of Innovative and Creativity Jurnal Lingkungan Kebumian Indonesia Journal of Internet and Software Engineering Buletin Antropologi Indonesia CONVERSE Journal Communication Science Journal of Micro, Small and Medium Enterprises Journal of Geosciences and Environmental Studies
Anita Trisiah
Universitas Islam Negeri Raden Fatah Palembang
Religion Agriculture, Biological Sciences & Forestry Humanities Astronomy Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Energy Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Mechanical Engineering Physics Social Sciences Other

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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.
ANALISIS BRANDING DIGITAL HABIB JA’FAR DALAM KONTEN DAKWAH DI CHANNEL YOUTUBE PODCAST WARUNG KOPI (PWK) Prahasta, M. Rafli; Hasmawati, Fifi; Trisiah, Anita
Journal of Innovative and Creativity Vol. 6 No. 2 (2026)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

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Abstract

Penelitian ini berjudul Analisis Strategi Branding Digital Habib Ja’far dalam Konten Dakwah di Channel YouTube Podcast Warung Kopi (PWK). Penelitian ini dilatarbelakangi oleh pentingnya pembangunan identitas digital bagi otoritas keagamaan agar tetap relevan bagi generasi digital native. Fenomena unik direpresentasikan oleh Habib Ja'far yang sukses mengadaptasi dakwah inklusif di ekosistem komedi sekuler PWK. Objek penelitian ini adalah empat konten video dari kanal YouTube HAS Creative yang menunjukkan dominasi narasi dakwah subjek di ruang populer. Penelitian ini bertujuan untuk menganalisis strategi personal branding Habib Ja'far menggunakan metode kualitatif deskriptif dengan pendekatan studi kasus. Landasan teori yang digunakan adalah The Eight Laws of Personal Branding dari Peter Montoya yang dikerucutkan pada tiga dimensi utama: manajemen identitas digital, gaya komunikasi interpersonal, dan strategi dakwah edutainment. Data dikumpulkan melalui teknik observasi non-partisipan dan dokumentasi. Hasil penelitian menunjukkan penerapan delapan hukum Montoya secara integratif. Pada manajemen identitas digital, subjek menerapkan The Law of Visibility, Persistence, dan Unity melalui konsistensi visual serta repetisi nama. Pada gaya komunikasi interpersonal, The Law of Personality dan The Law of Goodwill terwujud lewat karakter otentik dan egaliter yang efektif meruntuhkan resistensi audiens serta membangun kepercayaan (trust). Terakhir, strategi edutainment mengonfirmasi The Law of Distinctiveness, Specialization, dan The Law of Leadership melalui pemanfaatan humor sebagai kendaraan pesan dakwah, sehingga subjek diakui sebagai pemimpin opini (opinion leader) yang unik. Kesimpulannya, strategi ini sukses menjembatani nilai sakral agama dengan budaya populer secara inklusif.
Co-Authors Achmad Syarifudin, Achmad Al Fariz, Muhamad Bintang Alzani, Muhamad Rizki Anggraini, Melsi Anggreini, Mutia Erda Apriko, M. Syendi Ariansyah, Muhammad Armansah, Muhammad Azima, Kgs Deska Hariyanti Eni Murdiati Hamidah . Hasmawati, Fifi Intan Juwita, Intan Lena Marianti Lianasari Nuraida Nyayu Khodijah Octafina, Anisa Prahasta, M. Rafli Puspita, Weni Rahmadina, Nurul Reni Septiyanti Sri Devhi Suryati Syahir Badrudin Syarifuddin, Achmad Wanda Pratama