DOI of the published article https://doi.org/10.54259/mukasi.v4i4.5483
Student Perceptions of the Brand Image of Muhammadiyah University Sidoarjo Through Instagram @umsida1912
Persepsi Mahasiswa Terhadap Brand Image Universitas Muhammadiyah Sidoarjo Melalui Instagram @umsida1912
DOI:
https://doi.org/10.21070/ups.9805Keywords:
Social Media, Brand Image, Student Perception, Muhamammadiyah University Of Sidoarjo, QualitativeAbstract
Information technology has transformed communication in higher education. This study examines students' perceptions of the brand image of Muhammadiyah University of Sidoarjo (UMSIDA) through Instagram @umsida1912. Employing a descriptive qualitative method, researchers interviewed seven active student followers. Findings reveal that students perceive the account as a reflection of an institution committed to academic and social development of its students. They assessed the content presented as having professional visual quality, consistency in content creation, and the values of Muhammadiyah, which are characteristic of the university, reflected in various posts. However, there was criticism regarding the lack of content variety that reflects the diversity of student activities and campus life as a whole. This study provides important insights for higher education institutions in designing more effective communication and branding strategies through social media. By understanding students' expectations, UMSIDA can optimize Instagram to strengthen a positive and relevant brand image.
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