INFLUENCE OF SPAN-UM PTKIN PUBLICATION STRATEGY ON BRAND AWARENESS - CASE STUDY ON NEW STUDENTS OF UIN SUNAN GUNUNG DJATI BANDUNG

Sep 10, 2026

Uploaded by Tawan

The study investigates how SPAN-UM PTKIN’s publication strategy influences brand awareness of State Islamic Religious Universities (PTKIN) through a case study of new students at UIN Sunan Gunung Djati Bandung. A quantitative design is used with questionnaire data collected via Google Form using a five-point Likert scale. The population comprises all new students of the Class of 2025, with a non-probabilistic sample of 318 respondents. Hypotheses are tested using Partial Least Squares Structural Equation Modeling, and results confirm a significant effect of the publication strategy on brand awareness.

LanguageEnglish

CategoryResearch & Report

FormatPDF

Pages15

Reading Time38 min

AccessFree to download

Introduction

Background and importance of publication strategy

SPAN-UM PTKIN as a national admission mechanism

Research gap and rationale

Method (implied from abstract)

Quantitative approach and questionnaire via Google Form

Sample and population

Hypothesis testing using PLS-SEM

Results and implications (implied from abstract)

Effect of publication strategy on brand awareness

Institutional implications for Islamic higher education

Jurnal Islamic Education Manajemen 10 (2) (2025) , 163-177 10.15575/isema.v10i2.51386 [http://journal.uinsgd.ac.id/index.php/isema](http://journal.uinsgd.ac.id/index.php/isema) p-ISSN: 2541-383X e-ISSN: 2541-7088 INFLUENCE OF SPAN-UM PTKIN PUBLICATION STRATEGY ON BRAND AWARENESS: CASE STUDY ON NEW STUDENTS OF UIN SUNAN GUNUNG DJATI BANDUNG Tedi Priatna Universitas Islam Negeri Sunan Gunung Djati Bandung, Indonesia [tedipriatna@uinsgd.ac.id](tedipriatna@uinsgd.ac.id) Muhammad Amar Khana Universitas Islam Negeri Sunan Gunung Djati Bandung, Indonesia [amar_khana@uinsgd.ac.id](amar_khana@uinsgd.ac.id) ABSTRACT This study aims to examine the influence of the publication strategy of SPAN-UM PTKIN on the brand awareness of State Islamic Religious Universities (PTKIN)(Case Study on New Students of UIN Sunan Gunung Djati Bandung) . This study uses a quantitative approach. The data collection technique involves preparing a pre-designed statement arrangement in the form of a questionnaire survey through Google Form using a five-point Likert scale. The population surveyed in this study consisted of all new students in the Class of 2025 at UIN Sunan Gunung Djati Bandung. Meanwhile, the sample in this study consisted of 318 people selected using a non-probabilistic technique. This study tested the hypothesis using the Partial Least Squares Structural Equation Modeling technique. The results of the study show that the publication strategy of SPANUM PTKIN affects PTKIN's brand awareness. The implications of this result are significant for institutions involved in implementing and promoting Islamic higher religious education in Indonesia. It underscores the importance of strengthening digital publications by the SPAN-UM PTKIN committee in collaboration with the university's public relations. Keywords: Publication strategy, Brand awareness, SPAN-UM PTKIN ABSTRAK Penelitian ini bertujuan untuk menguji pengaruh strategi publikasi SPAN-UM PTKIN terhadap brand awareness Perguruan Tinggi Keagamaan Islam Negeri (PTKIN) (Studi Kasus pada Mahasiswa Baru UIN Sunan Gunung Djati Bandung). Penelitian ini menggunakan pendekatan kuantitatif. Teknik dalam pengumpulan data dilakukan dengan cara menyiapkan susunan pernyataan yang telahdirancang sebelumnya ke dalam bentuk survey kuesioner melalui googleform menggunakan skala Likert lima poin. Populasi yang disurvei dalam penelitian ini merupakan seluruh mahasiswa baru Angkatan 2025 UIN Sunan Gunung Djati Bandung. Sementara sampel dalam penelitian ini sebanyak 318 orang menggunakan teknik seleksi non-probabilistik. Penelitian ini menguji hipotesis dengan menggunakan teknik Partial Least Squares Structural Equation Modeling. Hasil penelitian menunjukkan strategi publikasi SPAN-UM PTKIN berpengaruh terhadap brand awareness PTKIN. Implikasi dari hasil ini dapat diartikan sebagai hal yang penting bagi lembaga-lembaga yang terlibat dalampenyelenggaraan dan promosi pendidikan tertinggi keagamaan Islam di Indonesia, pentingnya penguatan publikasi digital yang dilakukan oleh panitia SPAN-UM PTKIN bekerjasama dengan humas universitas. Kata Kunci: Strategi publikasi, Brand awareness, SPAN-UM PTKIN INTRODUCTION State Islamic Religious Universities (Indonesian: Perguruan Tinggi Keagamaan Islam Negeri (PTKIN)) play a strategic role in producing a young generation that excels not only in academics but also possesses religious character and a national outlook. As competition among universities, both public and private, intensifies, their image and attractiveness to students will be increasingly challenged. A significant factor in shaping this attention is the effectiveness of strategies implemented in the publicity and promotion process for new student admissions (Elimar et al. , 2024) . This is especially true through the National Academic Achievement Selection route for state Islamic religious universities and the State Islamic Religious College Entrance Exam (Indonesian: Ujian Masuk Pe

FAQs

What is the study’s main objective?

To examine the influence of the SPAN-UM PTKIN publication strategy on PTKIN brand awareness among new students at UIN Sunan Gunung Djati Bandung.

How is the data collected in this research?

Data are collected using a pre-designed questionnaire survey administered through Google Form with a five-point Likert scale.

Which method is used to test the hypothesis?

The hypothesis is tested using Partial Least Squares Structural Equation Modeling (PLS-SEM).

What do the results indicate about SPAN-UM PTKIN’s publication strategy?

The publication strategy significantly affects PTKIN brand awareness, highlighting the importance of strengthening digital publications in collaboration with the university’s public relations.

Sep 10, 2026

Uploaded by Tawan