PENGARUH MEDIA SOSIAL TERHADAP PROFIL PROGRAM STUDI DIPLOMA 3 LALU LINTAS UDARA POLITEKNIK PENERBANGAN SURABAYA

Penelitian ini bertujuan untuk menganalisis pengaruh media sosial terhadap
profil Program Studi (Prodi) D3 Lalu Lintas Udara di Politeknik Penerbangan
Surabaya. Dengan menggunakan metode penelitian kualitatif, studi ini
mengeksplorasi bagaimana berbagai platform media sosial dimanfaatkan oleh prodi
untuk membangun dan memperkuat citra mereknya di kalangan calon mahasiswa,
industri penerbangan, dan masyarakat umum. Pengumpulan data dilakukan melalui
wawancara mendalam dengan staf prodi, analisis konten media sosial prodi, dan
observasi aktivitas online.
Hasil penelitian diharapkan dapat memberikan pemahaman yang
komprehensif mengenai strategi branding prodi melalui media sosial,
efektivitasnya dalam menjangkau target audiens, serta tantangan dan peluang yang
dihadapi. Implikasi dari penelitian ini diharapkan dapat menjadi masukan bagi
Politeknik Penerbangan Surabaya dan institusi pendidikan tinggi lainnya dalam
mengoptimalkan penggunaan media sosial untuk meningkatkan visibilitas dan
reputasi program studi.
Kata kunci: Media Sosial, Profil, Program Studi, Lalu Lintas Udara,
Politeknik Penerbangan Surabaya, Kualitatif.
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This research aims to analyze the influence of social media on the protile of
the Air Traffic Control (ATC) Diploma III Program at the Surabaya Aviation
Polytechnic. Employing a qualitative research method, this study explores how
various social media platforms are utilized by the program to build and strengthen
its brand image among prospective students, the aviation industry, and the general
public. Data collection was conducted through in-depth interviews with program
staff, analysis of the program's social media content, and observation of online
activities.
The research findings are expected to provide a comprehensive
understanding of the program's branding strategies through social media, its
effectiveness in reaching target audiences, as well as the challenges and
opportunities encountered. The implications ofthis research are expected to provide
insights for the Surabaya Aviation Polytechnic and other higher education
institutions in optimizing the use of social media to enhance the visibility and
reputation of their study programs.
Keywords: Social Media, Profile, Study Program, Air Traffic Control, Surabaya
Aviation Polytechnic, Qualitative