relation: https://digilib.uin-suka.ac.id/id/eprint/78385/
title: IMPLEMENTASI DIGITAL BRANDING DALAM MANAJEMEN STRATEGI PEMASARAN LEMBAGA PENDIDIKAN ISLAM (STUDI PADA UIN SUNAN KALIJAGA YOGYAKARTA)
creator: Haris Mashduqi, NIM.: 22104090077
subject: 371.2 Pendidikan - Manajemen
description: The implementation of digital branding has become a key strategy for  educational institutions in building their image, communicating information and  enhancing competitiveness amidst the development of digital technology. As a State  Islamic University, UIN Sunan Kalijaga Yogyakarta needs to utilise digital media  to strengthen its institutional identity, particularly the values of integration and  interconnection. However, the implementation of digital branding requires not only  the use of various digital platforms but also the management of a well-planned,  targeted and sustainable marketing strategy. This study aims to examine the  implementation of digital branding in the formulation, implementation and  evaluation of marketing strategies at UIN Sunan Kalijaga Yogyakarta, as well as  to identify the supporting factors and obstacles in its implementation.  This study employs a qualitative approach in the form of a case study. The  research was conducted at UIN Sunan Kalijaga, Yogyakarta, in 2026 (157 days),  with the research subjects comprising the Head of Public Relations, the Public  Relations Team, the Information Technology and Data Centre (PTIPD) Team, and  students. Data collection techniques included observation, interviews and  documentation. Data analysis utilised the Miles, Huberman and Saldaña model,  which encompasses data condensation, data presentation, and the drawing and  verification of conclusions. Data validity was ensured through triangulation of  sources and techniques.  The research findings indicate that the implementation of digital branding  within the marketing strategy management at UIN Sunan Kalijaga was carried out  in three stages: strategy formulation, implementation and evaluation. Formulation  involved a SWOT analysis, the setting of objectives, the identification of the target  audience, the selection of digital media, and the development of concepts and a  content schedule. Implementation was carried out through the production and  publication of content on the website, Instagram, TikTok, YouTube and Facebook,  with tasks divided between the Public Relations Office and PTIPD, and the  involvement of student interns. Evaluation was carried out periodically through  operational monitoring and strategic evaluation. Thus, the implementation of  digital branding at UIN Sunan Kalijaga has become an integral part of marketing  strategy management, playing a role in strengthening the institution’s image,  information dissemination, engagement and reputation in the digital sphere.
date: 2026-08-14
type: Thesis
type: NonPeerReviewed
format: text
language: id
identifier: https://digilib.uin-suka.ac.id/id/eprint/78385/1/22104090077_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf
format: text
language: id
identifier: https://digilib.uin-suka.ac.id/id/eprint/78385/2/22104090077_BAB-II_sampai_SEBELUM-BAB-TERAKHIR.pdf
identifier:   Haris Mashduqi, NIM.: 22104090077  (2026) IMPLEMENTASI DIGITAL BRANDING DALAM MANAJEMEN STRATEGI PEMASARAN LEMBAGA PENDIDIKAN ISLAM (STUDI PADA UIN SUNAN KALIJAGA YOGYAKARTA).  Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.