Evaluation of Multimedia Branding Strategies for Postgraduate Management Enrollment and Institutional Image: Evaluasi Strategi Pencitraan Berbasis Multimedia untuk Pendaftaran Program Manajemen Pascasarjana dan Citra Institusi

Faris Dwi Prasetya (Universitas Muhammadiyah Sidoarjo)
Suhendro Busono (Universitas Muhammadiyah Sidoarjo)

PELS (Procedia of Engineering and Life Science)
Vol. 10 No. 1 (2026): Proceedings of the 9th Seminar Nasional Sains 2026

This research aims to analyze the effectiveness of branding strategies in increasing the number of enthusiasts in the Master of Management Study Program at Muhammadiyah University of Sidoarjo (UMSIDA). Using qualitative methods, this research explores the perceptions and experiences of various stakeholders regarding the branding efforts that have been carried out. Data was collected through in-depth interviews with study program leaders, marketing staff, students and alumni, as well as analysis of documents related to branding strategies that have been implemented. The research results show that effective branding strategies include strengthening the image of study programs through social media, collaborating with industry, and improving the quality of academic services. However, several challenges were also found, such as limited resources and intense competition in the higher education market. This research provides recommendations for improving branding strategies to increase the attractiveness of the UMSIDA Master of Management Study Program in the future.