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All Journal Algebra : Jurnal Pendidikan Sosial dan Sains
Hadi Hidayat
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.
LEGAL, ETHICS, PRIVACY, AND SECURITY IN DIGITAL MARKETING FOR UMRAH TRAVEL Hadi Hidayat; Makroen Sanjaya
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/ayx3sc08

Abstract

Digital marketing has transformed the way travel service providers communicate value, attract customers, and build long-term relationships. However, the rapid expansion of digital channels has increased the urgency to address legal compliance, ethical conduct, privacy protection, and data security. This study analyzes the conceptual framework presented by Raj Sachdev in Digital Marketing (2024), particularly the chapter on legal, ethical, privacy, and security considerations, and applies these concepts to the context of Umrah travel marketing. Using qualitative methods through document analysis, literature review, and case analysis of Maghfirah Travel, this research identifies key challenges related to misleading advertising, ethical persuasion, excessive data collection, and the vulnerability of consumer information. The study reveals that Umrah travel companies operate in a highly sensitive sector that requires strict adherence to legal advertising principles, transparency, and compliance with data protection laws, such as Indonesia’s Personal Data Protection Law. Findings suggest that integrating Sachdev’s framework strengthens digital trust, enhances consumer protection, and builds a sustainable marketing strategy grounded in legal and ethical accountability. This research contributes to communication and digital marketing studies by providing a contextualized model of responsible digital marketing for religious travel services.
Co-Authors Adhitya Perdana Budiman Makroen Sanjaya Nora, Liza Tria Patrianti