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bibo:abstract "The implementation of digital branding has become a key strategy for\r\neducational institutions in building their image, communicating information and\r\nenhancing competitiveness amidst the development of digital technology. As a State\r\nIslamic University, UIN Sunan Kalijaga Yogyakarta needs to utilise digital media\r\nto strengthen its institutional identity, particularly the values of integration and\r\ninterconnection. However, the implementation of digital branding requires not only\r\nthe use of various digital platforms but also the management of a well-planned,\r\ntargeted and sustainable marketing strategy. This study aims to examine the\r\nimplementation of digital branding in the formulation, implementation and\r\nevaluation of marketing strategies at UIN Sunan Kalijaga Yogyakarta, as well as\r\nto identify the supporting factors and obstacles in its implementation.\r\nThis study employs a qualitative approach in the form of a case study. The\r\nresearch was conducted at UIN Sunan Kalijaga, Yogyakarta, in 2026 (157 days),\r\nwith the research subjects comprising the Head of Public Relations, the Public\r\nRelations Team, the Information Technology and Data Centre (PTIPD) Team, and\r\nstudents. Data collection techniques included observation, interviews and\r\ndocumentation. Data analysis utilised the Miles, Huberman and Saldaña model,\r\nwhich encompasses data condensation, data presentation, and the drawing and\r\nverification of conclusions. Data validity was ensured through triangulation of\r\nsources and techniques.\r\nThe research findings indicate that the implementation of digital branding\r\nwithin the marketing strategy management at UIN Sunan Kalijaga was carried out\r\nin three stages: strategy formulation, implementation and evaluation. Formulation\r\ninvolved a SWOT analysis, the setting of objectives, the identification of the target\r\naudience, the selection of digital media, and the development of concepts and a\r\ncontent schedule. Implementation was carried out through the production and\r\npublication of content on the website, Instagram, TikTok, YouTube and Facebook,\r\nwith tasks divided between the Public Relations Office and PTIPD, and the\r\ninvolvement of student interns. Evaluation was carried out periodically through\r\noperational monitoring and strategic evaluation. Thus, the implementation of\r\ndigital branding at UIN Sunan Kalijaga has become an integral part of marketing\r\nstrategy management, playing a role in strengthening the institution’s image,\r\ninformation dissemination, engagement and reputation in the digital sphere."^^xsd:string;
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dc:title "HTML Summary of #78385 \n\nIMPLEMENTASI DIGITAL BRANDING DALAM MANAJEMEN STRATEGI PEMASARAN LEMBAGA PENDIDIKAN ISLAM (STUDI PADA UIN SUNAN KALIJAGA YOGYAKARTA)\n\n";
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