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All Journal JSEH (Jurnal Sosial Ekonomi dan Humaniora) Jurnal Ranah Komunikasi (JRK)
Syafiola, M.Fedro
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Arts Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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ANDALAS UNIVERSITY BRANDING STRATEGY: INSTITUTIONAL HISTORY IDENTIFICATION IN BUILDING IDENTITY AS AN ENTREPRENEURIAL CAMPUS puspita, yesi; Putra, Robi Jaya; Syafiola, M.Fedro
Jurnal Ranah Komunikasi Vol 9 No 1 (2025): Jurnal Ranah Komunikasi (JRK)
Publisher : Jurusan Ilmu Komunikasi Universitas Andalas

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Abstract

Universitas Andalas (Unand) as one of the oldest universities in Indonesia has a long history in shaping institutional identity rooted in local values and national spirit. In the context of the changing landscape of higher education that is increasingly competitive and innovation oriented, Unand has renewed its identity as a form of adjustment to the demands of the times. This research aims to examine the dynamics of Unand's institutional identity renewal by tracing its relationship to institutional history, managerial strategies, and the entrepreneurial spirit carried in its new narrative. A descriptive qualitative approach was used to identity of Andalas University from the history and local wisdom of Minangkabau so as to obtain strong branding. The results of the study show that this process not only reflects efforts to strengthen institutional branding, but also becomes part of strategic management in building a responsive, innovative, and globally competitive university. This image refresh underlines Unand's new orientation that is not separated from its history, but based on the entrepreneurial spirit as the foundation of future institutional development
Strategi Pemanfaatan Pantun Dalam Menghasilkan Motif Baju Kaus Zora, Nofri Duino; Ferdinal, Ferdinal; Syafiola, M.Fedro
JURNAL SOSIAL EKONOMI DAN HUMANIORA Vol. 11 No. 1 (2025): JURNAL SOSIAL EKONOMI DAN HUMANIORA
Publisher : Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/jseh.v11i1.758

Abstract

This research examines the strategy of utilizing Minangkabau pantun in creating T-shirt motifs as an effort to increase the creativity of MSMEs (Micro, Small and Medium Enterprises) in the Gandoriah Beach area, Pariaman City. Using a descriptive qualitative approach, this study analyzes the potential integration of local cultural elements into modern fashion products. The main focus is the creation of rhymes themed on the beauty of Gandoriah Beach that are applied as motifs on T-shirts and tote bags. The proposed strategy includes the creation of short rhymes, selection of attractive color gradations, and aesthetic layout. The main target market is young tourists who visit Gandoriah Beach. The results show that this collaboration between cultural heritage and creative industry has the potential to not only promote local cultural values, but also open up economic opportunities for MSME players. The study concludes that this strategy can be a positive model of local cultural development that contributes to industry growth and community welfare.
Co-Authors Ferdinal, Ferdinal PUTRA, ROBI JAYA Yesi Puspita, Yesi Zora, Nofri Duino