Pemanfaatan Media Sosial sebagai Sarana Branding Sekolah: Analisis Isi Konten pada Akun Instagram SMP Islam Cendekia Cianjur

Najwa Hafifah (Universitas Islam Bandung)
Suhaila Rasya (Universitas Islam Bandung)
Ferry Dermawan (Universitas Islam Bandung)

Buana Komunikasi (Jurnal Penelitian dan Studi Ilmu Komunikasi)
Vol 7 No 2 (2026): August

This study analyzes the use of Instagram as a branding medium for SMP Islam Cendekia Cianjur through the @officialcendekia account. Using qualitative content analysis on 296 posts from June 2025 to May 2026, five content categories were identified: Informative (18.2%), Educative (14.9%), Achievement (30.4%), Religious (25.0%), and Engagement (11.5%). Achievement and Religious content dominated, reflecting a deliberate strategy to build perceived quality and brand association. Thematic analysis revealed four core values: academic excellence, religiosity, leadership, and competitive spirit. The account is strategically utilized to construct institutional identity, building brand equity and positioning the school as a competitive Islamic institution.