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Journal : Indonesian Journal of Advanced Research (IJAR)

Exploring Video Content Creation Strategies to Enhance Unipdu Brand Awareness: A Qualitative Approach Maisarah, Maisarah; Herjanti Nursuksmaningtyas Santoso
Indonesian Journal of Advanced Research Vol. 3 No. 5 (2024): May 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijar.v3i5.9167

Abstract

Brand awareness serves as a crucial factor in setting apart educational institutions amidst competition and enticing potential stakeholders. Utilizing video content emerges as an effective avenue for conveying a university's ethos and values, thereby enriching brand recognition. This study endeavors to explore impactful strategies in video content creation aimed at fortifying the brand awareness of Universitas Pesantren Tinggi Darul Ulum (Unipdu). Employing a qualitative methodology, the research employs in-depth interviews, focus group discussions, and content analysis to glean insights from Unipdu stakeholders. Through thematic analysis, recurring patterns and themes concerning effective video content strategies for brand awareness are delineated. The findings unveil Unipdu's alignment with branding theory, accentuating the emphasis on brand identity development, strategic positioning, and the cultivation of brand equity. Concurrently, content marketing strategies, tailored to each stage of the buyer's journey, are implemented to effectively engage prospective students. In conclusion, Unipdu's concerted efforts in strategic branding and content marketing, underpinned by theoretical frameworks, have propelled the university to the forefront of the education sector. By harmonizing content strategies with audience requisites and assessing effectiveness, Unipdu not only bolsters its brand perception but also beckons stakeholders, thereby fortifying its competitive edge.
Co-Authors A, Fauziah. Abd. Gafur Absor, Nur Fajar Achmad Fanani Agustina, Melisa Agustina, Nada Ahadin Ahadin Ainun Mardhiyah, Ainun Al-Dhahli, Faiza Amin, Rahmat Ananda, Bunga Riza Annisa Anata, Ananda Apri Andang, Andang Andani, Tika Ayu Andriani, Dita Maulia Arief, Muhammad Ihsanul Ashari, Reza Asmu’i, Asmu’i Azkia, Shofia Bambang Setyobudi Budianti, Yusnaili Busrizal Faisal Cahyadi, Rizqa Nabiilah Candra Wijaya, Candra Cut Kumala Sari Cyndi Prasetya Daulai, Afrahul Fadhila Dewi Anggraini Dewi Fithria Dewi Sri Susanti Dewi, Kurnia Diki Tri Apriansyah Putra Diki Tri Apriansyah Putra Dinaroe Dinaroe Djuwari Djuwari Eka Bobby Febrianto, Eka Bobby Eni Purwanti, Eni Esti Raihana Fadhillah, Resty Fahriani, Fahriani Fardilla, Wita Fathanah, Sri Fayrozi, Muhammad Fauzan Fikri Akbar, M. Fitri , Alhusna Fitri, Aida Fitria, Ninda Fitria, Poppy Friska Anggraini Barus Fuad Muhajirin Farid Geubrina, Gadis Guntoro, Guntoro Hafizni, Muhammad Halawa, Albertus Handayani, Luci Handoko, Habib Harliyana, Iba Hasibuan, Ahmad Andrehadi Herjanti Nursuksmaningtyas Santoso Hermawati, Dewi Husin, Gt. Muhammad Irhamna Husna, Lobelia Asmaul Husna, Nur Husniatul Husna Ikhwan, Ferdy Ilham Ilham Ilyas Ilyas imadduddin, Imadduddin Inge Ayudia Iqbal Bukhori Irawan, Hendi Islami, Deri Khadijah Khadijah Khairul Anwar Kherunnisa, Musdalifah Kustiawan, Winda LAILIYANA, LAILIYANA Linda Linda Lobelia Asmaul Husna Lubis, Fadhillah Martua Lubis, Nurhidayah Madini, Melfi Mailita, Mailita Maisarah Makhrani Sari Ginting Mariana, Frani Maulida, Maisya Medina, Gita Meilina, Herlina Mendrofa, Moreno Fransaro Meriza Faradilla Meysari, Ika Muhammad Akbar Syahbana Pane Muhammad Iqbal Muhammad Reza Faisal, Muhammad Reza Muhammad Yasar Muhammad Yusuf Dibisono mukhamad masrur Mulyani Mulyani Mulyani, Itza Mulyara, Budi Muzaffar, Muzaffar Najih, Aizun Nisa, Julia Ifatun Nisa, Nurun Noor Ainah Noordyanti, Erna Nor Anisa Nugi Fitriafi, Tiara Nuning Yudhi Prasetyani Nur Aisyah Humairah Nur Anisa Nur Salam Nurcahyani, Dwi Nurhaliza, Alya Nurliana NURLIANA NURLIANA Nurlina Nurlina Nurlita, Marisa Nurmasyitah Nurmasyitah Ovie, Ingrid Pratiwi, Denia Purjianto Putra, Diova Yuswidia Putri Lestari, Putri Putri, Noviantika Putri, Trikaloka H. Rachman, Latifah Radhiah, Radhiah Rahmad Dian Rahmad Dian Rahman, Muhammad Arif Rahmi, Chusnur Raida Agustina Ramadhan, Hisyam Rambe, Surya Achmad Ramdiana, Ramdiana Ratna Sari Dewi Ratu Mutiara Siregar Reginasari, Putri Rida Safuan Selian Riza, Yusi Rusdiansyah Rusdiansyah Rusnedy, Rahmayati Sabarni Sabarni Saipullah, Saipullah Sajaratud Dur, Sajaratud Salamah Ramadhani Salsabilla, Putri Sari, Makhrani Saripudin, Akhmad Sarni Sarni Serli Agustia Putri Sijabat, Ruth Hidayani Sinambela, Talenta Parasian Sinuraya, Robi Alisyahbana Situmorang, Amsal Halomoan Sri Wahyuna Saragih Sri Wahyuni Srianti, Sonia Gaya Sukmawaty, Yuana Suroyo Suroyo Tanjung, Rinta Arianti Tifany Zia Aznur Tohir, Kurnainy Umar, Nyak Ummu Kalsum Urhidayatunnisak, Urhidayatunnisak Uthami, Mariza virgianti, risa Widia, Widia Widyasari, Rina Yanti Yanti Yeni Rahkmawati Yulia Hairina Yuliantie, Putri Yusuf, Muchamad Zaki, Muhamad Zaskia, Novia Ramadhani Putri Zulkifli Zulkifli