Multi-Platform Advertising Optimization: Digital Strategy Integration as A Brand Equity Catalyst, Louis Leonardo

Rifka Jannatul Firdausiyah; Muthi’ah Rahman; Unzilah Khomairotusshiyamah; Aviatun Hasanah; Yusril Ihza Saputra; Moh. Holidi; Mona Novita; Louis Leonardo

doi:10.61987/econosia.v1i1.40

Authors

Rifka Jannatul Firdausiyah Universitas Nurul Jadid
Muthi’ah Rahman Universitas Nurul Jadid
Unzilah Khomairotusshiyamah Universitas Nurul Jadid
Aviatun Hasanah Universitas Nurul Jadid
Yusril Ihza Saputra Universitas Nurul Jadid
Moh. Holidi Universitas Nurul Jadid
Mona Novita Universitas Nurul Jadid
Louis Leonardo Universitas Al Azhar

DOI:

https://doi.org/10.61987/econosia.v1i1.40

Keywords:

Digital Advertising, Brand Equity, Digital Branding, Educational Institutions

Abstract

This study aims to analyze the role of multi-platform digital advertising in strengthening brand equity within educational institutions through structured, consistent, and sustainable branding strategies. This research employed a qualitative approach with a case study design to explore digital branding practices and institutional communication strategies. Data were collected through observation, in-depth interviews, and documentation of digital communication activities, followed by analysis through data reduction, narrative presentation, and interpretation processes. The findings indicate that strengthening brand equity can be achieved through three main strategies: maintaining consistency between institutional identity and messages across various digital platforms, optimizing platform-specific features to enhance audience engagement, and utilizing data-driven evaluation to improve communication effectiveness. The results demonstrate that digital platforms function not only as communication media but also as strategic instruments for understanding audience behavior and developing adaptive branding policies. The implications of this study highlight that educational institutions should integrate digital branding into their strategic management practices by combining institutional values with innovative communication approaches to build a strong, relevant, and competitive institutional image.

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