Analysis of Higher Education Marketing Communication Strategies in the City of Kediri in 2023 Through the Official Instagram Account

Abstract

This research was conducted to identify and analyze branding strategies carried out by several related higher education institutions in Kediri in 2023. This research was carried out by analyzing posts made by related higher education institutions through their official Instagram accounts. This research is also to find out the differences, similarities, and advantages of the strategies that have been carried out on each official Instagram account. This study uses qualitative methods and uses branding strategy theory which is analyzed through posts on the official Instagram accounts of each related tertiary institution. The results of this study found differences and similarities in the strategies carried out, it was also explained about the advantages of the strategies carried out by related tertiary institutions through related official Instagram accounts. Which in the analysis carried out on related posts found differences in goals or intended targets. Sometimes posts that are uploaded are used to attract the attention of prospective new students to register and become part of the students at their college, but sometimes posts that are uploaded are addressed to the community where this aims to increase public trust in related tertiary institutions.