Institutional Repository UIN Sunan Kalijaga YogyakartaIMPLEMENTASI DIGITAL BRANDING DALAM MANAJEMEN STRATEGI PEMASARAN LEMBAGA PENDIDIKAN ISLAM (STUDI PADA UIN SUNAN KALIJAGA YOGYAKARTA)NIM.: 22104090077Haris MashduqiauthorThe 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.371.2 Pendidikan - Manajemen2026-08-14UIN SUNAN KALIJAGA YOGYAKARTA;FAKULTAS ILMU TARBIYAH DAN KEGURUANThesis

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