OPTIMALISASI STRATEGI PROMOSI DIGITAL DALAM MENINGKATKAN DAYA SAING LEMBAGA PENDIDIKAN DI ERA INDUSTRI 4.0: STUDI KASUS PADA UNIVERSITAS ISLAM NEGERI SULTAN AJI MUHAMMAD IDRIS SAMARINDA

Muhammad Saparuddin; Heriman Heriman; Nurlaili Nurlaili; Widyatmke Gede Mulawarman; Masrur Yahya

doi:10.56489/yhxcg095

Authors

Muhammad Saparuddin Universitas Islam Negeri Sultan Aji Muhammad Idris Samarinda
Heriman Universitas Mulawarman, Samarinda
Nurlaili Universitas Mulawarman, Samarinda
Widyatmke Gede Mulawarman Universitas Mulawarman, Samarinda
Masrur Yahya Universitas Mulawarman, Samarinda

DOI:

https://doi.org/10.56489/yhxcg095

Keywords:

Promosi Digital, Daya Saing, Teknologi Digital, UINSI Samarinda, Industri 4.0.

Abstract

In the era of Industry 4.0, the education sector is confronted with the challenge of remaining relevant and competitive. Sultan Aji Muhammad Idris State Islamic University (UINSI) Samarinda has adopted a digital promotion strategy to enhance its competitiveness by leveraging digital technologies across various operational and academic aspects. This study aims to analyze the implementation of digital promotion strategies at UINSI Samarinda and their impact on educational quality and the university’s competitiveness. The research uses a qualitative descriptive approach with a case study design, gathering data through in-depth interviews, documentation, and observations. The data is analyzed using thematic analysis to identify key themes related to the implementation of digital promotion.The findings indicate that UINSI Samarinda has successfully implemented various digital initiatives, such as digital marketing training for students, digital-based student admissions, and utilizing social media to introduce academic programs. Additionally, collaboration with other institutions to develop a digital e-library and the integration of technology into teaching and academic administration has enhanced efficiency and information accessibility.In conclusion, the application of this digital promotion strategy has strengthened UINSI Samarinda’s position in the educational sector, expanded promotional reach, and improved the quality of academic and operational services. These steps have also reinforced the university's competitiveness in the digital era, ensuring the sustainability and relevance of UINSI Samarinda on a global scale.

References

Aidah, Aidah, Opan Arifudin, and Tatang Ibrahim. “Pengembangan Sistem Informasi Manajemen Dalam Dunia Pendidikan.” Jurnal Tahsinia 5, no. 6 (2024): 966–77.

Defika, Salsabila, Kun Nurachadijat, Saila Paroh, and Nanda Alya Agustina. “ANALISIS PENGEMBANGAN PENDIDIKAN ERA REVOLUSI INDUSTRI 4.0 DI SMAN 1 KABANDUNGAN.” VARIABLE RESEARCH JOURNAL 1, no. 02 (2024): 434–41.

Effendi, Nur Ika, Supriyati Supriyati, Darham Darham, Herawati Herawati, Oldi Arnoldy Arby, and Laula Dwi Marthika. “PENINGKATAN SOFT SKILL WIRAUSAHA MAHASISWA MELALUI PELATIHAN GO DIGITAL.” JMM (Jurnal Masyarakat Mandiri) 9, no. 1 (2025): 1308–16.

Hafid, Ahmad Nur, and Muhammad Sidiq Purnomo. “REVOLUSI BRANDING LEMBAGA PENDIDIKAN MELALUI OPTIMALISASI MARKETING MIX DI ERA DIGITAL.” JURNAL AZKIA: Jurnal Aktualisasi Pendidikan Islam 20, no. 2 (2024): 97–110.

Instagram. “PASCASARJANA UINSI SAMARINDA on Instagram‎: ‘Ujian Promosi Doktor S-3 Pendidikan Agama Islam Pascasarjana Universitas Islam Negeri Sultan Aji Muhammad Idris Samarinda -———————————— State Islamic University of Sultan Aji Muhammad Idris Samarinda ‎ الجامعة الإسلامية الحكومية سلطان أجي محمد إدريس سمارندا | Sharing Information• Media Partner | Stay Connected with Us! Website: Www.Pasca.Uinsi.Ac.Id Facebook: Pascasarjana UINSI Samarinda Instagram : @pps.Uinsisamarinda Email: Uinsipasca@gmail.Com ————————————— #universitasislamnegerisultanajimuhammadidrissamarinda #uinsisamarinda #pascasarjana #ftik #fasya #fuad #febi #pendiskemenag #sarjanamuda #iainsamarinda #indonesiahijau #kampushijau #sarjanamuda #sarjanaindonesia #cendekiasamarinda’‎,” November 21, 2024. https://www.instagram.com/pps.uinsisamarinda/reel/DCorJ89OKoq/.

Irwan, Muhamad, and Dwi Novaria Misidawati. “PERAN MEDIA SOSIAL DALAM MENINGKATKAN EFEKTIVITAS PUBLIC RELATIONS INSTITUSI PENDIDIKAN TINGGI.” NUSANTARA: Jurnal Ilmu Pengetahuan Sosial 12, no. 6 (2025): 2344–60.

———. “PERAN MEDIA SOSIAL DALAM MENINGKATKAN EFEKTIVITAS PUBLIC RELATIONS INSTITUSI PENDIDIKAN TINGGI.” NUSANTARA: Jurnal Ilmu Pengetahuan Sosial 12, no. 6 (2025): 2344–60.

Kadir, Abdul, and Nuarwana Sampara. “Strategi Pemasaran Dalam Proses Penerimaan Mahasiswa Baru Di Universitas Ichsan Sidenreng Rappang.” YUME: Journal of Management 7, no. 3 (2024): 1849–58.

Kirana, Cintantya Andhita Dara, Nanda Ravenska, and Rifki Muhammad Fauzi. “Upaya Mengoptimalkan Peluang Inovasi Digital Bagi Mahasiswa Melalui Pelatihan Dan Pendampingan Digital Branding.” I-Com: Indonesian Community Journal 4, no. 3 (2024): 2277–87.

Manurung, Joice, and Erman Anom. “Strategi Pemanfaatan Media Sosial Sebagai Sarana Promosi Sekolah Musik Di Dotodo Music Edutainment.” Technomedia Journal 8, no. 2 (2023): 248–60.

Maulana, Irfan, Anisa Fitriyani, Dian Kasoni, and Firdha Aprilyani. “Sistem Penerimaan Mahasiswa Cerdas Baru Berbasis Web.” Jurnal Sistem Informasi 14, no. 01 (2025): 25–34.

Mursalin, M., and Muhammad Ali. “Peningkatan Kompetensi Digital Marketing Melalui Pelatihan Canva Bagi Mahasiswa Ilmu Komunikasi.” Asskruie: Jurnal Pengabdian Kepada Masyarakat 1, no. 2 (2024): 28–39.

Rahmawati, Rahmawati, Johar Permana, Yayah Rahyasih, and Cepi Triatna. Manajemen Mutu Pelayanan Pendidikan Digital:: Strategi Meningkatkan Kepuasan Mahasiswa Di Era Transformasi Perguruan Tinggi. PT. Star Digital Publishing, 2025.

Ridwan, Ridwan, Rohana Rohana, and Hapsari Nurul Fikriati Ayu. “Strategi Pengembangan Perpustakaan Perguruan Tinggi Di Era Digital (Studi Upt Perpustakaan Uin Mataram).” Shaut Al-Maktabah: Jurnal Perpustakaan, Arsip Dan Dokumentasi 15, no. 2 (2023): 151–65.

Rodin, Rhoni, Jumatul Hidayah, and Hendra Harmi. “Manajemen Sistem Pendidikan Perguruan Tinggi Islam Di Indonesia.” Dirasah: Jurnal Studi Ilmu Dan Manajemen Pendidikan Islam 8, no. 1 (2025): 35–52.

Romadhona, Alfaini, and Ainur Rifqi. “Peran Media Sosial Dalam Mendukung Implementasi Manajemen Humas Sekolah.” Inspirasi Manajemen Pendidikan, 2022, 613–24.

Safitri, Siti Noraulva, Hakim Syah, and Heri Setiawan. “Penggunaan Media Sebagai Sumber Informasi Pemilu Pilpres Dan Pileg 2024 Di Kalangan Mahasiswa Perguruan Tinggi Keagamaan Negeri Di Palangka Raya.” Restorica: Jurnal Ilmiah Ilmu Administrasi Negara Dan Ilmu Komunikasi 9, no. 1 (2023): 25–36.

Salsabila, Hanifah Lutfi Noor, and Achmad Husri. “PEMANFAATAN MEDIA BARU SEBAGAI WADAH PUBLIKASI HUMAS UINSI SAMARINDA.” Journal of Social Computer and Religiosity (SCORE) 2, no. 1 (2024): 19–33. https://doi.org/10.21093/score.v2i1.8119.

Saparuddin, Muhammad, Laili Komariyah, Lambang Subagiyo, and Warman Warman. “MANAJEMEN STRATEGIS PERGURUAN TINGGI DALAM MENINGKATKAN DAYA SAING DI ERA GLOBALISASI.” FIKRUNA: Jurnal Ilmiah Kependidikan Dan Kemasyarakatan 7, no. 3 (June 12, 2025): 1072–88. https://doi.org/10.56489/fik.v7i3.365.

Sari, Ovi Hamidah, Arief Yanto Rukmana, Musran Munizu, Nurillah Jamil Achmawati Novel, Muhammad Fachrul Salam, Raden Marsha Aulia Hakim, Rani Sukmadewi, and Ratih Purbasari. DIGITAL MARKETING: Optimalisasi Strategi Pemasaran Digital. PT. Sonpedia Publishing Indonesia, 2023.

Sari, Shinta Nofita, and Nurul Salma. “Peran Media Sosial Sebagai Promosi Pemanfaatan Jasa Informasi Di Perpustakaan Universitas Islam Negeri Imam Bonjol Padang.” Jurnal Pustaka Ilmiah 10, no. 2 (2024): 235–48.

Sariwardani, Andriyani. “Manajemen Pendidikan Di Era Revolusi Industri 4.0 Dan Society 5.0.” Central Publisher 1, no. 9 (2023): 1035–48.

Sundusy, Tsuraya Banatya Sundusy, Tandira Aji Aji, Vania Maulida Azzahra Vania, and Yasmin Akhdinie Yasmin. “INOVASI PERPUSTAKAAN DIGITAL: MENINGKATKAN AKSES DAN MINAT BACA DI ERA DIGITAL.” Jurnal Multidisiplin Ilmu 1, no. 1 (2025).

———. “INOVASI PERPUSTAKAAN DIGITAL: MENINGKATKAN AKSES DAN MINAT BACA DI ERA DIGITAL.” Jurnal Multidisiplin Ilmu 1, no. 1 (2025).

Susanti, Ari, and Dwimay Fawzy. “Optimalisasi Media Sosial Dalam Meningkatkan Daya Tarik Sekolah Melalui Pelatihan Pembuatan Konten Promosi Di Lembaga Pendidikan Muhammadiyah Bondowoso.” Jompa Abdi: Jurnal Pengabdian Masyarakat 4, no. 1 (2025): 10–22.

UINSI Samarinda. “Menag Luncurkan PMB PTKIN Tahun 2025, Saatnya Kuliah Di UIN Sultan Aji Muhammad Idris Samarinda,” December 3, 2024. https://www.uinsi.ac.id/2024/12/03/menag-luncurkan-pmb-ptkin-tahun-2025-saatnya-kuliah-di-uin-sultan-aji-muhammad-idris-samarinda/.

UINSI Samarinda. “Sadari Pentingnya Teknologi, UPT PKMA UIN Sultan Aji Muhammad Idris Samarinda Buka Pelatihan Digital Marketing,” May 4, 2024. https://www.uinsi.ac.id/2024/05/04/sadari-pentingnya-teknologi-upt-pkma-uin-sultan-aji-muhammad-idris-samarinda-buka-pelatihan-digital-marketing/.

UINSI Samarinda. “Tingkatkan Promosi Dan Produktivitas, UIN Samarinda Gandeng Perpustakaan Islamic Center Kalimantan Timur,” September 14, 2021. https://www.uinsi.ac.id/2021/09/14/tingkatkan-promosi-dan-produktivitas-uin-samarinda-gandeng-perpustakaan-islamic-center-kalimantan-timur/.

Zulfa, Amanah Amnun, Tatang Ibrahim, and Opan Arifudin. “Peran Sistem Informasi Akademik Berbasis Web Dalam Upaya Meningkatkan Efektivitas Dan Efisiensi Pengelolaan Akademik Di Perguruan Tinggi.” Jurnal Tahsinia 6, no. 1 (2025): 115–34.

———. “Peran Sistem Informasi Akademik Berbasis Web Dalam Upaya Meningkatkan Efektivitas Dan Efisiensi Pengelolaan Akademik Di Perguruan Tinggi.” Jurnal Tahsinia 6, no. 1 (2025): 115–34.