Strategi Promosi Digital dan Penguatan Citra Kelembagaan Perguruan Tinggi Menuju Kampus Unggul Berdaya Saing Global - Satria, Chandra; Choirunniswah, Choirunniswah; Yuli, Yuli; Zaki, Zaki (Lembaga Penelitian dan Pemberdayaan Masyarakat (LITPAM), 2025)
Kegiatan pengabdian kepada masyarakat ini dilatarbelakangi oleh masih terbatasnya kapasitas promosi digital dan lemahnya citra kelembagaan pada Perguruan Tinggi Keagamaan Islam Swasta (PTKIS), khususnya di wilayah VII Sumatera Selatan, berdampak menurunnya minat calon mahasiswa. Kondisi ini menjadi isu strategis yang memerlukan solusi inovatif melalui penguatan strategi komunikasi, digital branding, dan kolaborasi kelembagaan. Tujuan kegiatan ini adalah meningkatkan kompetensi pimpinan PTKIS dalam merancang dan mengimplementasikan strategi promosi digital yang efektif, membangun citra kelembagaan yang profesional dan bernuansa Islami, serta memperkuat jejaring kerja sama antarpengelola perguruan tinggi sebagai fondasi peningkatan daya saing jangka panjang. Kegiatan dilaksanakan dalam bentuk workshop interaktif dan pendampingan strategis yang diselenggarakan di Ballroom UIN Raden Fatah Palembang pada 8 Oktober 2025, dengan pendekatan participatory action learning. Data dikumpulkan melalui wawancara semi-terstruktur dengan pimpinan PTKIS dan Koordinator Perguruan Tinggi Keagmaan Islam Wilayah (Kopertais) VII Sumatera Selatan, kemudian dianalisis secara kualitatif dan deskriptif kuantitatif menggunakan teknik triangulasi. Hasil evaluasi menunjukkan adanya peningkatan literasi digital pimpinan PTKIS sebesar 32%, khususnya pada pemahaman strategi digital branding, pengelolaan media sosial institusi, dan keinginan untuk pemanfaatan platform digital untuk promosi penerimaan mahasiswa baru. Selain itu, 85% peserta menyatakan kesiapan institusinya untuk mengimplementasikan strategi promosi digital terintegrasi, dan 78% peserta berkomitmen menyusun langkah strategis promosi digital kelembagaan secara berkelanjutan. Secara jangka panjang, program ini diproyeksikan berkontribusi pada peningkatan visibilitas PTKIS di tingkat regional dan nasional, serta berpotensi mendorong pertumbuhan jumlah pendaftar mahasiswa baru melalui penguatan reputasi dan eksistensi digital masing masing perguruan tinggi. Implikasi kegiatan ini menegaskan bahwa transformasi promosi digital berbasis nilai-nilai Islam, didukung kolaborasi kelembagaan yang berkelanjutan menjadi strategi penting dalam meningkatkan daya saing, reputasi, dan keberlanjutan PTKIS menuju kampus unggul yang berdaya saing global. Digital Promotion Strategy and Strengthening University Image Towards a Competitive Global Campus Abstract This community service activity is motivated by the limited digital promotion capacity and weak institutional image of Private Islamic Religious Higher Education Institutions (PTKIS), particularly in Region VII of South Sumatra, which has resulted in declining interest from prospective students. This condition has become a strategic issue that requires innovative solutions through strengthening communication strategies, digital branding, and institutional collaboration. The objective of this activity is to improve the competence of PTKIS leaders in designing and implementing effective digital promotion strategies, building a professional and Islamic-nuanced institutional image, and strengthening collaborative networks among higher education administrators as a foundation for increasing long-term competitiveness. The activity was carried out in the form of an interactive workshop and strategic mentoring held at the Ballroom of UIN Raden Fatah Palembang on October 8, 2025, using a participatory action learning approach. Data were collected through semi-structured interviews with PTKIS leaders and the Coordinator of Islamic Religious Higher Education Institutions (Kopertais) VII in South Sumatra. These were then analyzed qualitatively and descriptively using triangulation techniques. The evaluation results showed a 32% increase in digital literacy among PTKIS leaders, particularly in their understanding of digital branding strategies, institutional social media management, and their desire to utilize digital platforms for new student admissions promotions. Furthermore, 85% of participants stated their institutions' readiness to implement an integrated digital promotion strategy, and 78% committed to developing strategic steps for sustainable institutional digital promotion. In the long term, this program is projected to contribute to increasing the visibility of PTKIS at the regional and national levels, and has the potential to drive growth in the number of new student applicants by strengthening the reputation and digital presence of each university. The implications of this activity emphasize that digital promotion transformation based on Islamic values, supported by ongoing institutional collaboration, is a crucial strategy for enhancing the competitiveness, reputation, and sustainability of PTKIS towards becoming superior, globally competitive campuses