PUBLIC PERCEPTION OF THE @ILMUKOMUNIKASI_UNPAM INSTAGRAM ACCOUNT IN BUILDING BRAND AWARENESS OF UNPAM'S COMMUNICATION SCIENCE PROGRAM

Ela Hulasoh; Cucu Sulastri; Fandi Elvan

doi:10.31604/jim.v9i2.2025.969-982

PUBLIC PERCEPTION OF THE @ILMUKOMUNIKASI_UNPAM INSTAGRAM ACCOUNT IN BUILDING BRAND AWARENESS OF UNPAM'S COMMUNICATION SCIENCE PROGRAM

Ela Hulasoh, Cucu Sulastri, Fandi Elvan

Abstract

This study aims to explore public perception of the Instagram account @ilmukomunikasi_unpam as a strategic digital platform for enhancing brand awareness of the Communication Science Program at Pamulang University (UNPAM). Employing a descriptive qualitative research design, this study seeks to provide an in-depth understanding of social phenomena without manipulating the research context. Data were collected through a combination of in-depth interviews, direct observation, and content analysis. The primary data were obtained from interviews with selected informants who possess specific characteristics relevant to the research objectives, as well as from direct observation of the @ilmukomunikasi_unpam Instagram account. Secondary data were gathered from social media analytics reports and relevant literature studies. The researcher served as the primary instrument in collecting and interpreting the data. The findings reveal that the @ilmukomunikasi_unpam Instagram account plays a significant role in strengthening brand awareness for the Communication Science Program at UNPAM. This is achieved through consistent visual identity, the delivery of relevant and informative content, and the strategic promotion of student achievements. These elements collectively contribute to a positive public perception of the program’s brand, reinforcing its visibility and appeal among prospective students and the broader community.

Keywords

Brand Awareness, Digital Communication; Digital Platform, Public Perception, Social Media Marketing

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DOI: http://dx.doi.org/10.31604/jim.v9i2.2025.969-982