Strategi Komunikasi Pemasaran Digital dalam Meningkatkan Eksistensi Unit Kegiatan Mahasiswa (Studi pada UKM Fotografi KONTRAS Polimedia)

Abstract

The development of digital technology has encouraged student organizations to adopt adaptive communication strategies in order to maintain their existence amid competition with external communities. This study aims to analyze the digital marketing communication strategies implemented by the “Kontras” Photography Student Activity Unit at the State Polytechnic of Creative Media (Polimedia) in enhancing organizational existence and sustainability. This research employs a qualitative approach using a case study method. Data were collected through in-depth interviews, observation, and documentation, and then analyzed using the interactive model of Miles and Huberman, which includes data reduction, data display, and conclusion drawing. The results indicate that UKM Kontras utilizes social media as its primary communication channel by integrating visual content, audience interaction, and both community and commercial activities. The application of the Integrated Marketing Communication (IMC) concept is reflected in message consistency and alignment between organizational identity and its activities. This strategy has proven effective in increasing organizational visibility, audience engagement, and attracting new members.Furthermore, the integration of community activities and photography services contributes to organizational sustainability, particularly in terms of financial aspects and strengthening community identity. However, the implementation of digital marketing communication strategies still faces challenges, especially related to limited human resources and consistency in content management. This study concludes that an integrated digital marketing communication strategy plays a significant role in enhancing the existence and sustainability of student organizations. These findings are expected to serve as a reference for developing adaptive and sustainable communication strategies.