PRESTASI MAHASISWA SEBAGAI UPAYA BRANDING DALAM MENINGKATKAN CITRA INSTITUSI PENDIDIKAN (STUDI DESKRIPTIF KUALITATIF PADA HUMAS UIN SUNAN KALIJAGA)

Adillah Zulaika Zerlinda, NIM.: 19107030118 (2023) PRESTASI MAHASISWA SEBAGAI UPAYA BRANDING DALAM MENINGKATKAN CITRA INSTITUSI PENDIDIKAN (STUDI DESKRIPTIF KUALITATIF PADA HUMAS UIN SUNAN KALIJAGA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Student achievement is an important aspect in the context of higher education.This study aims to analyze the role of student achievement in branding efforts to improve the image of UIN Sunan Kalijaga. In this context, UIN Sunan Kalijaga Public Relations has an important role as a research subject. The approach used in this study is a qualitative descriptive approach, which involves an analysis of public relations functions and branding strategies applied in the context of student achievement. The results showed that UIN Sunan Kalijaga Public Relations was successful in collecting, processing, and distributing student achievement information effectively through Instagram @uinsk social media. In this case, branding strategies such as brand positioning, brand identity, and brand personality have been well implemented by Public Relations of UIN Sunan Kalijaga. This effort has distinguished UIN Sunan Kalijaga from other educational institutions and created a strong identity. In addition, this study also found that effective supervision in selecting and communicating student achievements, as well as careful planning from a long time ago, had a positive impact in strengthening the image of UIN Sunan Kalijaga as an excellent and outstanding educational institution. Thus, this research provides a deeper understanding of student achievement in branding efforts, as well as the significant contribution of Public Relations of UIN Sunan Kalijaga in building a strong image for the institution. The results of this study can be used as a reference for other educational institutions in developing effective branding strategies to improve image through student academic and non-academic achievements.

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