DOI of the published article https://doi.org/10.31947/aiccon2025.v1i1.47687
Brand Communication Strategy Of Communication Science Study Program Muhammadiyah University Of Sidoarjo In Social Media
Brand Communication Strategy Program Studi Ilmu Komunikasi Universitas Muhammadiyah Sidoarjo di Sosial Media
DOI:
https://doi.org/10.21070/ups.9751Keywords:
Brand communication strategy, New media, InstagramAbstract
Social media is an important part of Indonesian society, with high daily usage making Instagram a strategic platform for brand communication. This study analyzes the brand communication strategy of the Communication Science Study Program at Muhammadiyah University of Sidoarjo through its official Instagram account, @ikomumsida.official. The study focuses on target audience identification, media selection, message creation, time and budget management, as well as brand visualization and activation. Using a qualitative approach with the Miles and Huberman analysis method, data were collected through structured interviews with three internal informants and supported by secondary data from literature and online sources. The findings show that the brand communication strategy consists of four main elements: identifying the target audience, selecting media, creating relevant messages, and managing time and budget, strengthened by consistent brand visualization and activation.
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