Proceedings of the 1st Annual Internatioal Conference on Social Sciences and Humanities (AICOSH 2019)

Identity Branding for Islamic University in IR 4.0 Era

Authors
Lelita Azaria Rahmadiva, Bono Setyo, Niken Puspitasari
Corresponding Author
Lelita Azaria Rahmadiva
Available Online August 2019.
DOI
https://doi.org/10.2991/aicosh-19.2019.43How to use a DOI?
Keywords
Brand Identity; Islamic University; New Media
Abstract

Today the world has entered an era where everything can be easily accessed through the internet, called the industrial revolution 4.0 era. In this era, educational institutions, particularly Islamic Universities, are encouraged to perform branding activities because Islamic values in curriculum and learning methods in Islamic universities received positive impression from their users. In this case, academics in Islamic universities are considered as religious people. However, the word ‘Islam’ in Islamic universities has hindered people from other religions to join, enrol, or participate in these educational institutions. As such, Islamic universities are considered as an exclusive institution. Such considerations are perilous for these institutions because the fact that Indonesia has diverse cultures with many religions is indisputable. Therefore brand identity activity should be carried out by Islamic universities in order to build credibility, image and a positive reputation in the community. New media has become one of the tools that can be used to carry out branding activities of Islamic college identity optimally and effectively. This study describes how States Islamic University of Sunan Kalijaga carries out brand identity activities and significances of brand identity made through new media. This research used descriptive qualitative as its method, by conducting observations and in-depth interviews with authorized officials and public relations teams as key informants.

Copyright
© 2019, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 1st Annual Internatioal Conference on Social Sciences and Humanities (AICOSH 2019)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
August 2019
ISBN
978-94-6252-776-8
ISSN
2352-5398
DOI
https://doi.org/10.2991/aicosh-19.2019.43How to use a DOI?
Copyright
© 2019, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Lelita Azaria Rahmadiva
AU  - Bono Setyo
AU  - Niken Puspitasari
PY  - 2019/08
DA  - 2019/08
TI  - Identity Branding for Islamic University in IR 4.0 Era
BT  - Proceedings of the 1st Annual Internatioal Conference on Social Sciences and Humanities (AICOSH 2019)
PB  - Atlantis Press
SP  - 204
EP  - 209
SN  - 2352-5398
UR  - https://doi.org/10.2991/aicosh-19.2019.43
DO  - https://doi.org/10.2991/aicosh-19.2019.43
ID  - Rahmadiva2019/08
ER  -