eprintid: 78385
rev_number: 10
eprint_status: archive
userid: 12460
dir: disk0/00/07/83/85
datestamp: 2026-09-23 03:45:46
lastmod: 2026-09-23 03:45:46
status_changed: 2026-09-23 03:45:46
type: thesis
metadata_visibility: show
contact_email: muh.khabib@uin-suka.ac.id
creators_name: Haris Mashduqi, NIM.: 22104090077
title: IMPLEMENTASI DIGITAL BRANDING DALAM MANAJEMEN STRATEGI PEMASARAN LEMBAGA PENDIDIKAN ISLAM (STUDI PADA UIN SUNAN KALIJAGA YOGYAKARTA)
ispublished: pub
subjects: 371.2.
divisions: jur_kis2
full_text_status: restricted
keywords: Digital Branding, Manajemen Strategi Pemasaran, Lembaga Pendidikan Islam
note: Muhammad Qowim, S.Ag., M.Ag.
abstract: 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
date_type: published
pages: 176
institution: UIN SUNAN KALIJAGA YOGYAKARTA
department: FAKULTAS ILMU TARBIYAH DAN KEGURUAN
thesis_type: skripsi
thesis_name: other
citation:   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.   
document_url: https://digilib.uin-suka.ac.id/id/eprint/78385/1/22104090077_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf
document_url: https://digilib.uin-suka.ac.id/id/eprint/78385/2/22104090077_BAB-II_sampai_SEBELUM-BAB-TERAKHIR.pdf