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All Journal Jurnal Ilmu Komunikasi, Administrasi Publik dan Kebijakan Negara
Jamal Ismail
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Social Sciences

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Pemanfaatan Digital Marketing dalam Membangun Brand Awareness Institusi Pendidikan Tinggi Isti Budhi Setiawati; Jamal Ismail
Jurnal Ilmu Komunikasi, Administrasi Publik dan Kebijakan Negara Vol. 2 No. 1 (2025): Januari : Jurnal Ilmu Komunikasi, Administrasi Publik dan Kebijakan Negara
Publisher : Asosiasi Peneliti Dan Pengajar Ilmu Sosial Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/komunikasi.v2i1.199

Abstract

The increasing competition among higher education institutions necessitates effective marketing strategies to build brand awareness. Digital marketing has become a crucial tool in achieving this goal. This study aims to analyze the role of digital marketing in enhancing brand awareness in higher education institutions. The research method employed is a literature review, gathering and analyzing various relevant sources, including scientific journals, books, and previous research reports. The results indicate that implementing digital marketing strategies, such as the use of social media, content marketing, and search engine optimization (SEO), significantly contributes to the enhancement of brand awareness in higher education institutions. Moreover, active interaction and relevant content on digital platforms can increase audience engagement and loyalty. The implications of this study highlight the importance for higher education institutions to integrate digital marketing into their communication strategies to expand reach and strengthen brand image in the public eye.
Pemanfaatan Analitik Digital dalam Strategi Komunikasi Pemasaran Berbasis Data untuk Meningkatkan Brand Awareness Universitas di Era Digital LM Novrianto; Jamal Ismail
Jurnal Ilmu Komunikasi, Administrasi Publik dan Kebijakan Negara Vol. 2 No. 1 (2025): Januari : Jurnal Ilmu Komunikasi, Administrasi Publik dan Kebijakan Negara
Publisher : Asosiasi Peneliti Dan Pengajar Ilmu Sosial Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/komunikasi.v2i1.200

Abstract

In the digital era, universities face challenges in enhancing brand awareness amidst increasing competition. Utilizing digital analytics in data-driven marketing communication strategies becomes crucial to achieve this goal. This study aims to analyze the role of digital analytics in designing effective marketing communication strategies to boost university brand awareness. The research method employed is a literature review, gathering and analyzing various sources related to this topic. The findings indicate that integrating digital analytics enables universities to gain deep insights into audience behavior and preferences, allowing for the crafting of more targeted marketing messages. Additionally, the use of digital analytics assists in measuring the effectiveness of marketing campaigns in real-time, facilitating more responsive strategy adjustments to market dynamics. The implications of this study highlight the importance for universities to adopt digital analytics technology in their marketing communication efforts to enhance brand awareness and competitiveness in the digital age.
Optimalisasi Personal Branding Dosen dan Alumni dalam Pembentukan Brand Awareness Universitas Melalui Platform Digital Yusran Efendi; Jamal Ismail
Jurnal Ilmu Komunikasi, Administrasi Publik dan Kebijakan Negara Vol. 2 No. 1 (2025): Januari : Jurnal Ilmu Komunikasi, Administrasi Publik dan Kebijakan Negara
Publisher : Asosiasi Peneliti Dan Pengajar Ilmu Sosial Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/komunikasi.v2i1.201

Abstract

In the digital era, the personal branding of lecturers and alumni plays a strategic role in enhancing university brand awareness. A strong academic identity and a positive image presented through digital platforms can strengthen the reputation of higher education institutions. This study aims to analyze how optimizing the personal branding of lecturers and alumni contributes to shaping university brand awareness. The research method used is a literature review by analyzing various scientific sources related to personal branding, brand awareness, and digital marketing strategies in the context of higher education. Data were collected from academic journals, books, and relevant publications discussing the role of digital media in building the image of academic institutions.The findings indicate that consistent and authentic personal branding of lecturers and alumni on digital platforms such as social media, university websites, and professional networks can enhance university exposure and appeal to prospective students and other stakeholders. Active interaction, expertise-based content, and participation in online academic discussions are key factors in building credibility and public trust. The implications of this study provide insights for universities in designing effective digital branding strategies by leveraging the active role of lecturers and alumni. Universities should encourage the strengthening of personal branding through training programs and structured digital communication policies to enhance institutional competitiveness at both national and global levels.
Co-Authors Isti Budhi Setiawati LM Novrianto Yusran Efendi