BRAND COMMUNICATION STRATEGY OF COMMUNICATION SCIENCE STUDY PROGRAM MUHAMMADIYAH UNIVERSITY OF SIDOARJO IN SOCIAL MEDIA
DOI:
https://doi.org/10.31947/aiccon2025.v1i1.47687Keywords:
Brand communication strategy, New media, InstagramAbstract
Social media has become an integral part of Indonesian society, as the majority of Indonesians are now active users of social media. With an average daily usage time of 3 hours and 11 minutes, platforms such as Instagram have become a strategic tool for brand communication. This study aims to analyze the Brand Communication Strategy implemented by the Communication Study Program at Muhammadiyah University of Sidoarjo through its official Instagram account @ikomumsida.official, with a focus on aspects such as target audience identification, media selection, creation of relevant messages, time and budget management, as well as brand visualization and brand activation to ensure that brand communication achieves its desired objectives. This study employs a qualitative approach using the Miles and Huberman analysis method. Data was collected through structured interviews with three internal sources, namely the Head of the Communication Science Study Program and two social media administrators and graphic designers @ikomumsida.official, as well as supported by secondary data from literature studies and internet reviews, particularly on the Instagram activities of the Communication Science Study Program at Muhammadiyah University Sidoarjo. The research findings, based on analysis through Instagram, indicate that the Communication Science Study Program at Muhammadiyah University of Sidoarjo involves four main elements: identifying the target audience, selecting the media, creating relevant messages, and managing time and budget, as well as aspects of brand visualization and brand activation.
References
Alhabash, Saleem, Juan Mundel, and S. A. H. (2017). “Social Media Advertising: Unraveling the Mystery Box,” in Digital Advertising: Theory and Research, Shelly Rodgers and Esther Thorson. New York: Routledge.
Ardial. (2022). Paradigma dan model penelitian komunikasi. Bumi Aksara.
Erik Surya Rama, Y. M. S. (n.d.). Komunikasi Merek Online Dan Konten Digital Pada Sosial Media Dalam Peningkatan Brand Loyalty. JURNAL LOCUS: Penelitian & Pengabdian, 2(4). https://doi.org/10.58344/locus.v2i4.938
Faradisa, N. A. (2019). Pengaruh Komunikasi Merek, Citra Merek dan Kepercayaan Merek Melalui Media Online Terhadap Loyalitas Merek Pada E-Commerce (Studi Kasus Pada Pengguna e-Commerce di FE UII). Universitas Islam Indonesia.
Gelder, S. . (2005). Global Brand Strategy. Kogan Page.
Harahap, N. (2020). Penelitian kualitatif.
Kertajaya, H. (2009). MarkPlus on Strategy: New Wave Marketing. PT. Gramedia Pustaka Utama.
Lazauardi, L. (n.d.). Pengaruh Komunikasi Merek dan Citra Merek terhadap Kepercayaan Merek dan Loyalitas Merek pada Pengguna Transportasi Online di Yogyakarta (Grab-Gojek). UNIVERSITAS ISLAM INDONESIA.
Lister, M., Dovey, J., Giddings, S., Grant, I., dan Kelly, K. (2009). New Media A Critical Introduction. Second Edition. New York: Routledge.
Nur Halimah Binti Abdul Aziz, Susanto, N. K. N. (n.d.). Pengaruh Keterlibatan Merek, Komunikasi Merek, Dan Interaktivitas Merek Pada Keterikatan Merek Media Sosial. Jurnal Ilmiah Manajemen Kesatuan (JIMKES), 9(2), 455–466. https://doi.org/10.37641/jimkes.v9i3.472
Panda, T. (2004). Consumer response to brand placements in films role of brand congruity and modality of presentation in bringing attitudinal change among consumers with special reference to brand placements in Hindi films. South Asian Journal of Management, 11(4), 7–19.
Prihatiningsih, W. (2017). Motif Penggunaan Media Sosial Instagram di Kalangan Remaja. Communication, 8(1), 51–65.
Rashid, S. (2015). Brand activation: A Theoretical Perspective.
Renni Setyoningrum, N. M. A. (n.d.). Instagram As A Promotional Media for the “Indah Bordir” Store. Indonesian Journal of Law and Economic Review, 12, 6–11. https://doi.org/https://doi.org/10.21070/ijler.2021.V12.705
Sääksjärvi, M. and Samiee, S. (2011). Relationships among brand identity, brand image and brand preference: differences between cyber and extension retail brands over time. Journal of Interactive Marketing, 25(3), 169–177.
Salim, H. (2019). Penelitian Pendidikan: Metode, Pendekatan, dan Jenis. Kencana.
Schultz, D.C., and Barnes, B. E. (1999). Strategic Brand Communication Campaigns. NTC Business Books.
Shehzad, A. (2011). Brand Activation Model. Macro Management System.
Social, W. are. (2024). Hootsuite (We are Social): Data Digital Indonesia 2024. Hootsuite.
Su, M. and Rao, V. (2010). New product preannouncement as a signaling strategy: an audience-specific review and analysis. Journal of Product Innovation Management, 27(55), 658–672.
