STRATEGI DIGITAL BRANDING PADA AKUN INSTAGRAM @XAVEGAPLG DALAM MEMBANGUN BRAND IMAGE SMA XAVERIUS 3 PALEMBANG

VIEREND, VIEREND and Murti, Krisna and Rahmawati, Annisa (2025) STRATEGI DIGITAL BRANDING PADA AKUN INSTAGRAM @XAVEGAPLG DALAM MEMBANGUN BRAND IMAGE SMA XAVERIUS 3 PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

Di era digital, media sosial banyak digunakan oleh lembaga pendidikan untuk membangun citra. Tujuan penelitian ini adalah untuk mengetahui bagaimana strategi digital branding Instagram @xavegaplg dalam membangun brand image SMA Xaverius 3 Palembang. Penelitian ini menggunakan metode deskriptif kualitatif dengan teknik pengumpulan data melalui wawancara mendalam, observasi, dan dokumentasi. Teori yang digunakan adalah 4C Chris Heuer (context, communication, collaboration, connection) sebagai kerangka analisis. Hasil penelitian menunjukkan bahwa pengelolaan Instagram @xavegaplg dilakukan dengan menekankan konten humanis dan visual, komunikasi yang konsisten dan interaktif, kolaborasi strategis dengan pihak internal maupun eksternal, serta koneksi yang terjalin erat dengan audiens. Strategi ini berhasil membangun citra SMA Xaverius 3 Palembang sebagai sekolah yang modern, kreatif, interaktif, dan humanis. Kata kunci: digital branding, brand image, Instagram, SMA Xaverius 3 Palembang

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	digital branding, brand image, Instagram, SMA Xaverius 3 Palembang
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Vierend Vierend
Date Deposited:	24 Sep 2025 08:09
Last Modified:	24 Sep 2025 08:09
URI:	http://repository.unsri.ac.id/id/eprint/184737

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