PEMANFAATAN PEMASARAN DIGITAL DALAM MEMBANGUN BRAND AWARENESS POLITEKNIK PENERBANGAN SURABAYA

Peningkatan kompetisi di sektor pendidikan vokasi mendorong institusi seperti Politeknik Penerbangan Surabaya untuk memanfaatkan strategi pemasaran digital dalam membangun kesadaran merek (brand awareness). Penelitian ini bertujuan menganalisis pemanfaatan platform TikTok sebagai alat pemasaran digital untuk meningkatkan visibilitas dan citra positif institusi pendidikan vokasi penerbangan. Metode penelitian yang digunakan adalah pendekatan kualitatif
deskriptif, dengan teknik pengumpulan data melalui observasi langsung akun TikTok institusi, wawancara mendalam dengan tim humas, dan studi literatur dari jurnal ilmiah. Hasil menunjukkan bahwa konten kreatif, visual, dan interaktif di
TikTok –seperti video aktivitas akademik, kolaborasi alumni, edukasi penerbangan—efektif meningkatkan keterlibatan (engagement) dan pengenalan merek (brand recognition). Namun, tantangan seperti dinamika tren platform,
rendahnya partisipasi audiens pada konten edukasi, serta keterbatasan sumber daya menjadi hambatan utama. Berdasarkan teori brand awareness oleh Keller dan Swaminathan, penelitian ini menekankan pentingnya konsistensi konten, kolaborasi autentik dengan stakeholder (dosen, mahasiswa, alumni), dan evaluasi peforma kampanye digital untuk memperkuat asosiasi merek di kalangan umum. Implikasi praktis menyarankan institusi pendidikan vokasi untuk merancang strategi holistik yang menggabungkan kreativitas, relevansi tren, dan transparansi informasi demi memperluas jangkauan dan mempertahankan daya saing di era
digital.

Kata Kunci : Pemasaran Digital, Kesadaran Merek, Pendidikan Vokasi, TikTok, Strategi Media Sosial
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The intensifying competition within the vocational education sector has prompted institutions such as Surabaya Aviation Polytechnic to adopt digital marketing strategies to enhance brand awareness. This study aims to analyze theutilization of TikTok as a digital marketing tool to improve the visibility and positive image of aviation-focused vocational education institutions. A descriptivequalitative approach was employed, with data collection techniques including
direct observation of the institution’s TikTok account, in-depth interviews with the public relations team, and a review of scientific journals. The findings indicate that
creative, visual, and interactive content on TikTok—such as videos showcasing academic activities, alumni collaborations, and aviation education—effectively
boosts audience engagement (engagement ) and brand recognition. However, challenges such as the dynamic nature of platform trends, low audience participation in educational content, and resource limitations remain significant barriers. Drawing on Keller and Swaminathan’s brand awareness theory, this research emphasizes the importance of content consistency, authentic collaborations with stakeholders (lecturers, students, alumni), and the evaluation of digital campaign performance to strengthen brand associations among the public. Practical implications suggest that vocational education institutions should
design holistic strategies integrating creativity, trend relevance, and information transparency to expand their reach and sustain competitiveness in the digital era.

Keywords : Digital Marketing, Brand Awareness, Vocational Education, TikTok,Social Media Strategy