UTILIZING SOCIAL MEDIA TO BUILD PRIVATE UNIVERSITY'S BRAND IMAGE (A STUDY AT UNIVERSITAS TARUMANAGARA PUBLIC RELATIONS)

Abstract

Several factors become the preferences of prospective students in choosing a university, one of which is the university's brand image. It is also necessary to use social media to build a brand image nowadays because it currently has many users. Various social media platforms can also be used today, including Instagram, Facebook, Twitter, Youtube, and TikTok. This study mainly aims to figure out to find out how and why Untar, as a private university, builds brand image through social media while trying to answer did they succeeded in conveying their brand images through social media? This qualitative descriptive research discusses both theory and practice from Untar regarding digital communication, public relations, social media, and brand image. The data obtained is from researchers' observations since 2020 equipped with interviews with sources directly involved in managing Untar's social media. Since the Covid-19 pandemic hits Indonesia, Untar has utilized social media platforms to convey its brand images. Research shows that in order to build its brand images to the audience, Untar did careful planning, execution, checking, and thorough implementation. They carried out this strategy consistently for almost 2 years so that every detail displayed on their social media post can provide added value for the university. Research also shows that Untar has succeeded in utilizing social media to convey the brand image of Untar well to a broad audience.