INTEGRATED MARKETING COMMUNICATION STRATEGY OF MUHAMMADIYAH UNIVERSITY JAKARTA IN REPUTATION BUILDING MODERN ISLAMIC HIGHER EDUCATION
DOI:
https://doi.org/10.58432/b1hmx278Keywords:
Integrated Marketing Communication, Islamic Higher Education, Brand Image, Digital Strategy, Muhammadiyah University JakartaAbstract
This study explores the strategic application of Integrated Marketing Communication (IMC) in Islamic higher education by observing Muhammadiyah University Jakarta (UMJ), the first Muhammadiyah university that has been established for 70 years in maintaining its reputation as a modern Islamic campus. Using a qualitative approach through an integrative literature review and observations at Muhammadiyah University of Jakarta regarding IMC, university branding, and digital communication, the analysis shows that UMJ has implemented some IMC principles through coordinated activities from the Public Relations, Multimedia, and Protocol units under the University Secretariat Office. Although these practices demonstrate message synergy, their implementation is not yet structured within the IMC framework because they are still separate from the PMB promotion section. This article proposes the Value Digital Coordination (VDC) Model as a strategic guideline for Islamic universities to integrate value-based persuasion, digital synergy, and institutional coordination in building a modern Islamic campus image. The results of the study confirm that IMC is not merely a promotional tool, but rather a communication ideology that integrates Islamic values of trustworthiness, professionalism, and social responsibility into institutional communication.
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Copyright (c) 2026 Budiman, Hadi Hidayat, Adhitya Perdana, Tria Patrianti, Liza Nora (Author)
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