Yudharta University Branding Strategy Through Social Media Content

University branding is key to increasing the attractiveness and image of an institution in the eyes of prospective students, especially in the digital era where social media plays an important role. This study analyzes the branding strategy of Yudharta University through social media content and evaluates students' perceptions of the content. Qualitative methods were used with data collection techniques through observation and in-depth interviews, involving the university's social media content manager and five sources from the 2021-2023 student intake. The results show that Yudharta University has implemented a branding strategy that involves various parties, including lecturers, the Student Executive Board (BEM), and influencers such as Inul Daratista, Maulana, and Gus Azmi. Content created and shared through platforms such as Yudharta TV and Ngalah TV with a creative approach that follows the latest trends, such as the use of Artificial Intelligence and 3D Pixar, is considered more effective by students, especially interactive and entertaining content. The Instagram account @ini.yudharta, managed by BEM 2023, shows higher engagement than the university's official account which is less interactive. The Islamic environment factor and the relationship with the Ngalah Islamic Boarding School also increase the university's attractiveness. This study emphasizes the importance of adapting social media content strategies that are in line with audience preferences to strengthen branding and attract more students. Yudharta University needs to continue to evaluate and adjust its approach to the development of social media trends so that branding strategies remain effective and relevant in facing competition in the higher education market.