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All Journal Sosfilkom : Jurnal Sosial, Filsafat dan Komunikasi Algebra : Jurnal Pendidikan Sosial dan Sains
Budiman
Universitas Muhammadiyah Jakarta
Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Neuroscience Physics Social Sciences Other

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INTEGRATED MARKETING COMMUNICATION STRATEGY OF MUHAMMADIYAH UNIVERSITY JAKARTA IN REPUTATION BUILDING MODERN ISLAMIC HIGHER EDUCATION Budiman; Hadi Hidayat; Adhitya Perdana; Tria Patrianti; Liza Nora
Algebra : Jurnal Pendidikan, Sosial dan Sains Vol. 6 No. 1 (2026): Algebra : Jurnal Pendidikan Sosial dan Sains
Publisher : Yayasan Amanah Nur Aman

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58432/b1hmx278

Abstract

This study explores the strategic application of Integrated Marketing Communication (IMC) in Islamic higher education by observing Muhammadiyah University Jakarta (UMJ), the first Muhammadiyah university that has been established for 70 years in maintaining its reputation as a modern Islamic campus. Using a qualitative approach through an integrative literature review and observations at Muhammadiyah University of Jakarta regarding IMC, university branding, and digital communication, the analysis shows that UMJ has implemented some IMC principles through coordinated activities from the Public Relations, Multimedia, and Protocol units under the University Secretariat Office. Although these practices demonstrate message synergy, their implementation is not yet structured within the IMC framework because they are still separate from the PMB promotion section. This article proposes the Value Digital Coordination (VDC) Model as a strategic guideline for Islamic universities to integrate value-based persuasion, digital synergy, and institutional coordination in building a modern Islamic campus image. The results of the study confirm that IMC is not merely a promotional tool, but rather a communication ideology that integrates Islamic values of trustworthiness, professionalism, and social responsibility into institutional communication.
STRATEGI KOMUNIKASI UNIVERSITAS MUHAMMADIYAH JAKARTA DALAM MEMBANGUN BRAND IMAGE MELALUI PEMERINGKATAN UNIRANK Budiman; Nani Nurani Muksin
SOSFILKOM : Jurnal Sosial, Filsafat dan Komunikasi Vol. 19 No. 01 (2025): Volume 19 No 01 Januari-Juni 2025
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat (LPPM) - Universitas Muhammadiyah Cirebon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32534/jsfk.v19i01.7790

Abstract

This study aims to describe the communication strategy of Universitas Muhammadiyah Jakarta (UMJ) in building its brand image through the UniRank 4ICU ranking indicators. As the oldest Muhammadiyah higher education institution, established in 1955, UMJ holds a strategic position in Indonesia’s higher education landscape. Therefore, UMJ bears the responsibility to project an image of excellence, uniqueness, and strong institutional reputation, particularly in the digital era. This research employs a descriptive qualitative approach, guided by Cangara’s theory of communication strategy and Keller’s Customer-Based Brand Equity (CBBE) model. Data collection was conducted through in-depth interviews, and thematic analysis was carried out based on the CBBE framework and UniRank indicators, including referring domains, global rank, domain authority, and trust flow. The findings indicate that UMJ strategically implements these ranking indicators through the management of its official website, social media platforms, and the application of search engine optimization (SEO) techniques. These efforts form part of the university’s broader communication strategy to build a strong institutional brand image. The achievement of a global ranking not only reflects digital communication performance but also serves as a strategic communication tool that reinforces UMJ’s image as a modern, reputable, and Islamic-oriented higher education institution. This study underscores the importance of integrating digital communication strategies with brand image development to enhance institutional competitiveness at the global level.
Co-Authors Adhitya Perdana Hadi Hidayat Nani Nurani Muksin Nora, Liza Tria Patrianti