Branding Universitas Islam Bandung Dalam Pemberitaan Surat Kabar

Abstract

Abstract. The mass media contributes can build both social realities of society and branding for institution image in the public perspective. Given that a lot of information about events, or institution agenda arrive to the stakeholders with media brokers. Therefore, the importance of managing good relations with media and measuring institution branding. One measure of institution branding is often based on the amount of news that appears in the mass media.Discussion of this research is existence of Universitas Islam Bandung (Unisba) as academy in the Asean region, then this research entitled “Branding Universitas Islam Bandung in Newspaper Newsâ€. The development of technology pushing competition between university. Branding university is such important now and Unisba keep their track to improve marketing and publicty to more efficient by using mass media. Unisba now is ranked in the top 10 of univerisy by Kemenristekdikti. This research will focus on the agenda of mass media coverage Unisba building branding in the issue relationship with stakeholder and cooperation with academy in the Asean region. This research uses quantitative approach and method of content analysis of news text in Republika newspaper period 2018. This research measure the purpose of branding that is forming perpective, build trus, and build love (to brand). This research uses purposive sampling the result of this study is the news related to the issue existence Unisba about relationship in the Asean region in Republica newspaper in 2018 has a positive value to the branding activities of Univeristas Islam Bandung.

Keyword: Branding University, Newpapers. Forming Perspective, Build Trust, and Build love (to Brand)               

Abstrak. Upaya membangun branding perguruan tinggi sering didasarkan pada kegiatan Humas dan pemberitaan di media massa. Pembahasan dari penelitian ini adalah eksistensi Universitas Islam Bandung (Unisba) sebagai institusi pendidikan di skala Asean. maka penelitian ini berjudul “Branding Universitas Islam Bandung (Unisba) dalam Pemberitaan Surat Kabarâ€. Saat ini Unisba terus meningkatkan efektivitas publisitas dan pemasaran dengan memanfaatkan media massa. Penelitian ini akan fokus pada agenda pemberitaan media massa terhadap branding Universitas Islam Bandung (Unisba) dalam isu kerjasama Unisba di skala Asean. Penelitian ini menggunakan pendekatan kuantitatif dan metode analisis isi teks berita pada surat kabar Republika periode tahun 2018. Penelitian ini mengukur tujuan branding institusi, yaitu membentuk persepsi, membangun kepercayaan dan membangun cinta (terhadap brand). Penelitian ini menggunakan teori agenda setting dan penarikan sampel secara purposif. Hasil dari penelitian ini adalah pemberitaan terkait isu kerjasama Unisba di skala Asean pada surat kabar Republika tahun 2018 memiliki nilai positif terhadap upaya membangun branding Unisba.

Kata Kunci: Branding Perguruan Tinggi, Pemberitaan, Membentuk Perspektif, Membangun Kepercayaan, Membangun Cinta (terhadap brand)