Brand Communication Strategy of Communication Science Study Program Muhammadiyah University of Sidoarjo in Social Media

Social media has become an integral part of Indonesian society, as the majority of Indonesians are now active users of social media. With an average daily usage time of 3 hours and 11 minutes, platforms such as Instagram have become a strategic tool for brand communication. This study aims to analyze the Brand Communication Strategy implemented by the Communication Study Program at Muhammadiyah University of Sidoarjo through its official Instagram account @ikomumsida.official, with a focus on aspects such as target audience identification, media selection, creation of relevant messages, time and budget management, as well as brand visualization and brand activation to ensure that brand communication achieves its desired objectives. This study employs a qualitative approach using the Miles and Huberman analysis method. Data was collected through structured interviews with three internal sources, namely the Head of the Communication Science Study Program and two social media administrators and graphic designers @ikomumsida.official, as well as supported by secondary data from literature studies and internet reviews, particularly on the Instagram activities of the Communication Science Study Program at Muhammadiyah University Sidoarjo. The research findings, based on analysis through Instagram, indicate that the Communication Science Study Program at Muhammadiyah University of Sidoarjo involves four main elements: identifying the target audience, selecting the media, creating relevant messages, and managing time and budget, as well as aspects of brand visualization and brand activation.