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Journal > Jurnal Manajemen Teknologi > Is Social Media Impactful for Universitys Brand Image?


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Jurnal Manajemen Teknologi
Vol 12, No 3 (2013)
Is Social Media Impactful for Universitys Brand Image?
Wijaya, Bambang Sukma ( Department of Communication, Faculty of Economic and Social Science, Bakrie University, Jakarta)
M. Putri, Dianingtyas
Article Info   ABSTRACT
Published date:
19 Dec 2013
This research aims to verify many opinions and previous studies that stated how powerful of social media in building the image of a brand, also applies for universitys brand image enhancement. Using explanatory survey research, data were collected by giving out questionnaires to samples that were taken randomly from Facebooks friend list of a private university that located in South Jakarta. The results showed that the most powerful influence occurs on the role of community towards the brand identity and the role of connectivity towards the brand benefits. Another interesting finding of this research is, it turns out openness and conversation has no significant effect on all components that make up the brand image. Thus, it can be said that the positive image on the mind of consumer audience regarding the brand identity, personality, association, attitude or behavior and the benefit offered by a universitys brand not necessarily be formed by the openness and willingness to dialogue or make conversations.Keywords: Social Media, Facebook, UB, Brand Image, Universitys Brand Image
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