PENDEKATAN STRATEGIS DALAM PEMBANGUNAN CITRA PROGRAM STUDI DIPLOMA 3 MANAJEMEN TRANSPORTASI UDARA VIA MEDIA SOSIAL INSTAGRAM DI POLITEKNIK PENERBANGAN SURABAYA

Penelitian ini bertujuan untuk merumuskan strategi pembangunan citra Program Studi Diploma 3 Manajemen Transportasi Udara di Politeknik Penerbangan Surabaya melalui pemanfaatan media sosial Instagram. Latar belakang penelitian didasari oleh pentingnya membangun citra positif program studi di era digital guna meningkatkan daya saing dan menarik minat calon mahasiswa baru. Metode penelitian yang digunakan adalah Research and Devekopment (RnD) dengan memakai Model ASSURE. Teknik pengumpulan data melalui observasi akun Instagram resmi @mtupoltekbangsurabaya dan wawancara mendalam dengan narasumber. Hasil penelitian menunjukkan bahwa penggunaan fitur-fitur Instagram seperti feed informatif, reels kolaborasi, dan story interaktif memberikan dampak positif terhadap peningkatan jangkauan audiens, interaksi pengguna, dan kunjungan profil. Strategi komunikasi visual yang konsisten, pemilihan konten yang relevan dengan target audiens, serta penguatan identitas branding program studi menjadi faktor kunci dalam membangun citra institusi yang unggul di media sosial. Temuan ini mendukung teori komunikasi pemasaran digital serta model strategi brand image dalam konteks pendidikan tinggi vokasi.Penelitian ini merekomendasikan pengembangan konten kreatif berbasis storytelling serta optimalisasi waktu unggah sebagai bagian dari strategi lanjutan.

Kata Kunci : Citra program studi, strategi komunikasi, Instagram, media sosial, pemasaran pendidikan.

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This study aims to formulate a strategy for building the image of the Diploma 3 Air Transportation Management Study Program at the Surabaya Aviation Polytechnic through the use of Instagram social media. The background of the study is based on the importance of building a positive image of the study program in the digital era to increase competitiveness and attract prospective new students. The research method used is Research and Development (RnD) using the ASSURE Model. Data collection techniques through observation of
the official Instagram account @mtupoltekbangsurabaya and in-depth interviews with informants. The results show that the use of Instagram features such as informative feeds, collaborative reels, and interactive stories have a positive impact on increasing audience reach, user interaction, and profile visits. A consistent visual communication strategy, selecting content relevant to the target audience, and strengthening the study program's branding identity are key factors in building a superior institutional image on social media. These findings support the theory of digital marketing communication and the brand image strategy model in the context of vocational higher education. This study recommends the development of creative content based on storytelling and optimizing upload times as part of a further strategy.

Keywords : Study program image, communication strategy, Instagram, social media, educational marketing