Optimalisasi Pengelolaan Media Sosial Sebagai Strategi Pemasaran Digital Di Perguruan Tinggi (Studi Kasus Stie Jayakusuma)
Abstract
Abstrak. Perkembangan Teknologi Digital Telah Mengubah Pola Pemasaran Di Berbagai Sektor, Termasuk Pendidikan Tinggi. Media Sosial Menjadi Salah Satu Instrumen Strategis Dalam Meningkatkan Brand Awareness Dan Menarik Minat Calon Mahasiswa. Penelitian Ini Bertujuan Untuk Menganalisis Optimalisasi Pengelolaan Media Sosial Sebagai Strategi Pemasaran Digital Di STIE Jayakusuma. Metode Yang Digunakan Adalah Pendekatan Kualitatif Deskriptif Dengan Teknik Pengumpulan Data Melalui Observasi, Wawancara, Dan Dokumentasi. Hasil Penelitian Menunjukkan Bahwa Optimalisasi Pengelolaan Media Sosial Dipengaruhi Oleh Kreativitas Konten, Konsistensi Branding, Pemanfaatan Data Insight, Serta Koordinasi Tim. Pengelolaan Yang Optimal Terbukti Mampu Meningkatkan Engagement Dan Memperkuat Citra Institusi.
Kata Kunci: Media Sosial, Pemasaran Digital, Brand Awareness, Engagement, Perguruan Tinggi
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