Analisis Strategi Digital Marketing Kampus di Jakarta dalam Meningkatkan Brand Awareness melalui Instagram dan Tiktok (Studi Kasus Komparatif UTA’45 Jakarta dan Unika Atma Jaya)

Monika Sindi; Muhammad Fikri Gissani

Authors

Monika Sindi Fakultas Ekonomi Bisnis dan Ilmu Sosial, Universitas 17 Agustus 1945 Jakarta, Indonesia
Muhammad Fikri Gissani Fakultas Ekonomi Bisnis dan Ilmu Sosial, Universitas 17 Agustus 1945 Jakarta, Indonesia

Keywords:

Brand Awareness, Digital Marketing, Media Sosial, Model AIDA, Studi Kasus Komparatif, Perguruan Tinggi

Abstract

Penelitian ini bertujuan untuk menganalisis dan membandingkan strategi marketing digital yang diterapkan oleh perguruan tinggi di kawasan Jakarta Utara dalam meningkatkan brand awareness melalui berbagai platform media sosial. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus komparatif. Data dikumpulkan melalui wawancara mendalam, observasi aktivitas media sosial, serta dokumentasi, kemudian dianalisis berdasarkan kerangka model AIDA dan konsep perkembangan Marketing 2.0 hingga Marketing 5.0. Hasil pra penelitian menunjukkan adanya perbedaan kekuatan dan konsistensi strategi digital antar perguruan tinggi pada masing-masing platform media sosial. Variasi jumlah pengikut dan tingkat engagement mengindikasikan bahwa setiap institusi memiliki pendekatan dan efektivitas strategi yang berbeda dalam membangun brand awareness. Penelitian ini menghadirkan kebaruan melalui pendekatan studi kasus komparatif antar beberapa perguruan tinggi dalam satu kawasan geografis yang sama, sehingga memberikan pemahaman yang lebih kontekstual mengenai dinamika persaingan digital serta kontribusi strategi marketing digital terhadap pembentukan brand awareness.

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