Representation Of The Islamic Campus In The Visual Marketing Of The Iai Yasni Bungo Campus On The Instagram Account @Iai_Yasini_Bungo

Abstract

There are already many Islamic campuses in Indonesia. An overview of the majority of the Muslim population. This underlies the attraction for prospective students who want to study at an Islamic campus. Visual marketing is a way to attract attention or inform the public about the aims, objectives and services provided. Instagram is one of the most popular social media among young people, especially prospective students, so Instagram is considered to be an effective visual marketing medium for campuses to reach their target market. The type of research used is descriptive qualitative research with the aim of describing various conditions and phenomena that arise in society. Rolland Barthes' semiotic analysis method has two stages of meaning, namely denotation and connotation. This research aims to analyze how the Islamic campus is represented in visual marketing on the Instagram account @iai_yasni_bungo. The results of the research show that there are two levels of meaning: 1) denotative meaning in the visual marketing of the Instagram account @iai_yasni_bungo refers to the literal and objective meaning of the visual elements used. This can be seen from several aspects such as symbols, text and captions and graphic designs that depict Islam. 2) IAI Yasni Bungo's visual marketing on his Instagram account also contains deeper and implied connotative meanings such as an Islamic and religious campus which is visualized with Islamic symbols. Based on these results, we think that representing Islamic campuses in visual marketing on Instagram influences students' choice of study.