{"id":186749,"date":"2025-11-12T16:48:42","date_gmt":"2025-11-12T09:48:42","guid":{"rendered":"https:\/\/www.uph.edu\/?p=186749"},"modified":"2025-11-12T16:48:55","modified_gmt":"2025-11-12T09:48:55","slug":"fti-uph-ajak-mahasiswa-kuasai-strategi-pemasaran-digital-lewat-kuliah-tamu-bersama-monash-university-indonesia","status":"publish","type":"post","link":"https:\/\/www.uph.edu\/id\/2025\/11\/12\/fti-uph-ajak-mahasiswa-kuasai-strategi-pemasaran-digital-lewat-kuliah-tamu-bersama-monash-university-indonesia\/","title":{"rendered":"FTI UPH Ajak Mahasiswa Kuasai Strategi Pemasaran Digital lewat Kuliah Tamu Bersama Monash University Indonesia"},"content":{"rendered":"\n<p>Berdasarkan data dari <a href=\"https:\/\/survei1.apjii.or.id\/\">Asosiasi Penyelenggara Jasa Internet Indonesia (APJII)<\/a> jumlah pengguna internet di Indonesia kini mencapai <strong>229,4 juta jiwa<\/strong> atau <strong>80,66% dari total populasi<\/strong>. Angka ini mencerminkan potensi luar biasa bagi perusahaan untuk menjangkau pasar digital yang terus berkembang. Namun, mengubah pengguna internet menjadi konsumen setia bukanlah hal mudah \u2014 dibutuhkan strategi komunikasi digital yang tepat sasaran, konsistensi dalam pengelolaan pesan merek, serta kemampuan menciptakan pengalaman bermakna bagi audiens.<\/p>\n\n\n\n<p>Menjawab kebutuhan tersebut, <strong>Fakultas Teknologi Informasi (FTI) Universitas Pelita Harapan (UPH)<\/strong> bekerja sama dengan <strong>Monash University Indonesia<\/strong> menggelar kuliah tamu bertajuk <em>\u201cMasterclass: Integrated Marketing Communication\u201d<\/em> pada <strong>6 November 2025<\/strong> di <strong>Auditorium D-501, Kampus UPH Lippo Village, Tangerang<\/strong>. Kegiatan ini diikuti lebih dari <strong>400 peserta<\/strong> yang terdiri dari mahasiswa dan dosen lintas program studi, sebagai langkah nyata dalam mempersiapkan generasi muda menghadapi tantangan komunikasi digital di era modern.<\/p>\n\n\n\n<p>\u201cDi era digital, komunikasi menghadapi tantangan unik karena banjirnya pesan dari berbagai <em>brand<\/em>; mulai notifikasi di ponsel, unggahan media sosial, hingga iklan digital. Dalam kondisi ini, seorang profesional perlu mampu mengintegrasikan seluruh pesan agar selaras dan berdampak. <strong>Integrated Marketing Communication (IMC)<\/strong> adalah strategi yang memastikan semua saluran komunikasi bergerak sejalan, menciptakan pengalaman yang konsisten, kuat, dan mudah diingat oleh audiens. Saya berharap mahasiswa memanfaatkan kesempatan ini untuk bertanya, belajar, dan terus mengembangkan rasa ingin tahu,\u201d ujar <strong>Dr. Andree Emmanuel Widjaja, Dekan FTI UPH<\/strong> dalam sambutannya.<\/p>\n\n\n\n<p><strong>Memahami IMC untuk Membangun <em>Brand<\/em><\/strong><\/p>\n\n\n\n<p>Kuliah tamu ini menghadirkan <strong>Arran Ridley, Ph.D.,<\/strong> Asisten Profesor bidang Marketing and Digital Communications dari Monash University Indonesia. Dalam materinya yang bertajuk <em>\u201cIntegrated Marketing Communication in The Digital Era\u201d<\/em>, Ridley menekankan bahwa komunikasi pemasaran kini sangat dipengaruhi oleh digitalisasi dan perkembangan teknologi. Menurutnya, kekuatan sebuah <em>brand<\/em> tidak hanya berasal dari produk yang dijual, tetapi juga dari cerita dan pengalaman emosional yang diciptakan bagi konsumen.<\/p>\n\n\n\n<p>\u201cPenerapan <em>Integrated Marketing Communication<\/em> membantu perusahaan membangun identitas <em>brand<\/em>, meningkatkan kesadaran, membentuk persepsi positif konsumen, serta memperkuat kepercayaan dan loyalitas dalam jangka panjang,\u201d jelas Ridley.<\/p>\n\n\n\n<p>Sebagai ilustrasi, Ridley menyinggung iklan digital dari perusahaan Bank Central Asia (BCA) pada 2023 lalu bertajuk <em>#TibaTibaTenang<\/em>. Ia menjelaskan bahwa iklan tersebut menggabungkan unsur hiburan dan edukasi, dengan pesan yang dekat pada keseharian masyarakat saat Ramadan.<\/p>\n\n\n\n<p>\u201cBCA menggunakan konsep mini drama dalam mengedukasi nasabah tentang keamanan transaksi, literasi finansial, serta kemudahan dan fitur praktis yang dimiliki aplikasi BCA. Pendekatan ini mampu menunjukkan bagaimana <em>brand<\/em> dapat mengedukasi dan membangun citra positif secara bersamaan, tanpa sekadar menjual produk,\u201d ujarnya.<\/p>\n\n\n\n<p><strong>Pendekatan Berbasis Data, Kunci Memahami Konsumen Digital<\/strong><\/p>\n\n\n\n<p>Di era digital ini, Ridley menekankan pentingnya pendekatan berbasis data untuk memahami perilaku konsumen. Dengan mayoritas penduduk muda dan penetrasi internet mencapai lebih dari 80 persen, Indonesia menjadi salah satu pasar digital paling dinamis di dunia. Menurut Ridley, data dari media sosial seperti komentar atau <em>engagement<\/em> dapat diolah menjadi analisis sentimen untuk menilai persepsi publik terhadap sebuah <em>brand<\/em>.<\/p>\n\n\n\n<p>\u201cDengan analisis sentimen, sebuah <em>brand<\/em> bisa tahu apakah mereka meninggalkan kesan positif, negatif, atau netral di mata konsumen,\u201d ujarnya.<\/p>\n\n\n\n<p>Ia menambahkan bahwa perkembangan <em>gaming <\/em>dan <em>e-sports<\/em> kini juga membuka ruang baru bagi strategi pemasaran digital. Platform seperti Twitch dan turnamen <em>e-sports<\/em> menciptakan ruang interaksi yang kuat antara <em>brand<\/em> dan audiens muda.<\/p>\n\n\n\n<p>\u201cMereka <em>(gamers)<\/em> mungkin hanya bermain gim di ponsel saat di kafe atau di perjalanan. Namun di situlah peluang <em>brand <\/em>hadir melalui sponsor, kolaborasi, atau <em>in-game advertising<\/em>. <em>Brand<\/em> kini tidak hanya menjual produk, tetapi juga pengalaman,\u201d jelas Ridley.<\/p>\n\n\n\n<p>Menutup sesinya, Ridley menegaskan bahwa komunikasi pemasaran modern bukan lagi sekadar tentang menjual produk. Komunikasi pemasaran harus mampu membangun hubungan, memahami data, dan menciptakan pengalaman yang berarti bagi audiens.<\/p>\n\n\n\n<p>Kuliah tamu ini memberi mahasiswa FTI UPH wawasan praktis tentang strategi komunikasi digital, sekaligus menegaskan bahwa profesional masa depan harus adaptif, kreatif, dan berpikir kritis. Kegiatan ini sekaligus memperkuat komitmen UPH dalam membekali mahasiswanya dengan pengetahuan dan pengalaman relevan, sehingga lulusannya siap menjadi profesional unggul yang takut akan Tuhan dan berdampak positif bagi masyarakat.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Berdasarkan data dari Asosiasi Penyelenggara Jasa Internet Indonesia (APJII) jumlah pengguna internet di Indonesia kini mencapai 229,4 juta jiwa atau 80,66% dari total populasi. Angka ini mencerminkan potensi luar biasa bagi perusahaan untuk menjangkau pasar digital yang terus berkembang. Namun, mengubah pengguna internet menjadi konsumen setia bukanlah hal mudah \u2014 dibutuhkan strategi komunikasi digital yang [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":186747,"parent":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[980],"tags":[1192],"class_list":["post-186749","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sains-teknologi-teknik-matematika","tag-fakultas-teknologi-informasi-uph-id"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.2 (Yoast SEO v26.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>FTI UPH Ajak Mahasiswa Kuasai Strategi Pemasaran Digital lewat Kuliah Tamu Bersama Monash University Indonesia - UPH | Universitas Pelita Harapan<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.uph.edu\/id\/2025\/11\/12\/fti-uph-ajak-mahasiswa-kuasai-strategi-pemasaran-digital-lewat-kuliah-tamu-bersama-monash-university-indonesia\/\" \/>\n<meta property=\"og:locale\" content=\"id_ID\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"FTI UPH Ajak Mahasiswa Kuasai Strategi Pemasaran Digital lewat Kuliah Tamu Bersama Monash University Indonesia\" \/>\n<meta property=\"og:description\" content=\"Berdasarkan data dari Asosiasi Penyelenggara Jasa Internet Indonesia (APJII) jumlah pengguna internet di Indonesia kini mencapai 229,4 juta jiwa atau 80,66% dari total populasi. Angka ini mencerminkan potensi luar biasa bagi perusahaan untuk menjangkau pasar digital yang terus berkembang. Namun, mengubah pengguna internet menjadi konsumen setia bukanlah hal mudah \u2014 dibutuhkan strategi komunikasi digital yang [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.uph.edu\/id\/2025\/11\/12\/fti-uph-ajak-mahasiswa-kuasai-strategi-pemasaran-digital-lewat-kuliah-tamu-bersama-monash-university-indonesia\/\" \/>\n<meta property=\"og:site_name\" content=\"UPH | Universitas Pelita Harapan\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/UPHImpactlives\" \/>\n<meta property=\"article:published_time\" content=\"2025-11-12T09:48:42+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-11-12T09:48:55+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.uph.edu\/wp-content\/uploads\/2025\/11\/NEW-FEATURED-IMAGES-WEBSITE-Monash-University-Seminar.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1\" \/>\n\t<meta property=\"og:image:height\" content=\"1\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Meishiana Tirtana\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@uphimpactslives\" \/>\n<meta name=\"twitter:site\" content=\"@uphimpactslives\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Meishiana Tirtana\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 menit\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.uph.edu\/id\/2025\/11\/12\/fti-uph-ajak-mahasiswa-kuasai-strategi-pemasaran-digital-lewat-kuliah-tamu-bersama-monash-university-indonesia\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.uph.edu\/id\/2025\/11\/12\/fti-uph-ajak-mahasiswa-kuasai-strategi-pemasaran-digital-lewat-kuliah-tamu-bersama-monash-university-indonesia\/\"},\"author\":{\"name\":\"Meishiana Tirtana\",\"@id\":\"https:\/\/www.uph.edu\/#\/schema\/person\/d3a186c6ba256c24dab0dec3b9571ecb\"},\"headline\":\"FTI UPH Ajak Mahasiswa Kuasai Strategi Pemasaran Digital lewat Kuliah Tamu Bersama Monash University Indonesia\",\"datePublished\":\"2025-11-12T09:48:42+00:00\",\"dateModified\":\"2025-11-12T09:48:55+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.uph.edu\/id\/2025\/11\/12\/fti-uph-ajak-mahasiswa-kuasai-strategi-pemasaran-digital-lewat-kuliah-tamu-bersama-monash-university-indonesia\/\"},\"wordCount\":636,\"publisher\":{\"@id\":\"https:\/\/www.uph.edu\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.uph.edu\/id\/2025\/11\/12\/fti-uph-ajak-mahasiswa-kuasai-strategi-pemasaran-digital-lewat-kuliah-tamu-bersama-monash-university-indonesia\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.uph.edu\/wp-content\/uploads\/2025\/11\/NEW-FEATURED-IMAGES-WEBSITE-Monash-University-Seminar.jpg\",\"keywords\":[\"Fakultas Teknologi Informasi UPH\"],\"articleSection\":[\"Sains, Teknologi, Teknik &amp; Matematika\"],\"inLanguage\":\"id-ID\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.uph.edu\/id\/2025\/11\/12\/fti-uph-ajak-mahasiswa-kuasai-strategi-pemasaran-digital-lewat-kuliah-tamu-bersama-monash-university-indonesia\/\",\"url\":\"https:\/\/www.uph.edu\/id\/2025\/11\/12\/fti-uph-ajak-mahasiswa-kuasai-strategi-pemasaran-digital-lewat-kuliah-tamu-bersama-monash-university-indonesia\/\",\"name\":\"FTI UPH Ajak Mahasiswa Kuasai Strategi Pemasaran Digital lewat Kuliah Tamu Bersama Monash University Indonesia - 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