Analisis Brand Awareness Universitas Islam Negeri Sumatera Utara Terhadap Masyarakat Dan Calon Mahasiswa Tuntungan

Muhammad Yusup, Abdul Karim Batubara

Abstract


Penelitian ini bertujuan untuk menganalisis tingkat brand awareness Universitas Islam Negeri Sumatera Utara (UIN Sumut) di kalangan masyarakat dan calon mahasiswa di wilayah Tuntungan serta pengaruhnya terhadap niat memilih universitas tersebut. Metode penelitian yang digunakan adalah survei dengan pendekatan kuantitatif, melibatkan 150 responden yang terdiri dari masyarakat umum dan calon mahasiswa. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan statistik deskriptif dan regresi linier sederhana untuk menguji hubungan antara brand awareness dan niat memilih UIN Sumut. Hasil penelitian menunjukkan bahwa brand awareness UIN Sumut tergolong sedang dengan pengenalan merek yang meningkat melalui media sosial dan word of mouth. Selain itu, brand awareness memiliki pengaruh positif dan signifikan terhadap niat memilih universitas tersebut. Temuan ini menegaskan pentingnya strategi pemasaran terpadu, terutama digital marketing dan pengelolaan citra yang baik, dalam meningkatkan kesadaran dan reputasi institusi. Penelitian ini memberikan rekomendasi agar UIN Sumut memperkuat kampanye branding melalui media sosial dan memperluas engagement dengan masyarakat Tuntungan guna meningkatkan jumlah pendaftar di masa depan

Keywords


Brand Awareness; UINSU; Calon Mahasiswa; Tuntungan; Digital Marketing

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DOI: https://doi.org/10.31604/jim.v9i3.2025.1587-1594

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This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.