PENGARUH KONTEN PROMOSI DAN KUALITAS VISUAL TERHADAP ENGAGEMENT DAN BRAND AWARENESS POLITEKNIK TEMPO

Abstrak

The development of social media has encouraged educational institutions to utilize digital platforms as a medium for communication and institutional branding. This study aims to analyze the social media content management of Politeknik Tempo in increasing engagement and brand awareness through a comparison between trend-based content and conceptual content. This study employed a qualitative approach using a case study method. Data were collected through interviews, Instagram account observations, and engagement analysis consisting of views, likes, comments, and shares from 20 social media posts. The data were analyzed using descriptive qualitative analysis techniques through data reduction, data presentation, and conclusion drawing. The results indicate that Politeknik Tempo’s social media content is still dominated by repetitive promotional content, which has not been able to build emotional closeness with the audience optimally. Meanwhile, conceptual content and student experience-based content showed higher engagement compared to trend-based content, particularly when supported by good visual quality. This study concludes that visual quality, content concepts, and student involvement are important factors in increasing engagement and strengthening institutional brand awareness sustainably.

Kata kunci

• Brand Awareness
• Engagement
• Konten Promosi Dan Kualitas Visual
• Social Media
• visual quality