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All Journal Meteor STIP Marunda
Ratnasari, Ni Nyoman Sri
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Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Transportation

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Journal : Meteor STIP Marunda

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Integrating Digital Marketing and Maritime Branding for Cadet Recruitment in STIP Indonesia Ratnasari, Ni Nyoman Sri; Fachruddin, Imam; Harahap, Ramadhan Hasri; Mudakir
Meteor STIP Marunda Vol 18 No 2 (2025): December
Publisher : Pusat Penelitian dan Pengabdian kepada Masyarakat (P3M) STIP Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36101/msm.v18i2.439

Abstract

This qualitative study investigates the integration of digital marketing and maritime branding strategies at the Sekolah Tinggi Ilmu Pelayaran (STIP) Indonesia to enhance cadet recruitment. Through in-depth interviews, focus group discussions, and document analysis with key internal and external stakeholders, the research identifies a significant gap between the institution's official "Disciplined Guardian" brand narrative and its modern, competency-rich educational reality. Findings reveal that while the traditional brand builds trust, it under-communicates critical competencies in green shipping, technological proficiency, and seafarer wellbeing. The study concludes that STIP's marketing effectiveness can be significantly enhanced by developing a complementary "Modern Maritime Professional" archetype. This involves strategically aligning digital content with international competency frameworks (STCW, MARPOL, MLC) and formally harnessing the power of authentic, peer-generated advocacy. The research provides a practical, evidence-based framework for maritime education institutions to bridge the internal-external perception gap and more effectively attract the next generation of maritime officers.
Co-Authors Harahap, Ramadhan Hasri Imam Fachruddin Mudakir