UTILIZATION OF DIGITAL MARKETING IN BUILDING BRAND AWARENESS OF SURABAYA AVIATION POLYTECHNIC

Abstract

The intensifying competition within the vocational education sector has prompted institutions such as Surabaya Aviation
Polytechnic to adopt digital marketing strategies to enhance brand awareness. This study aims to analyse the utilization
of TikTok as a digital marketing tool to improve the visibility and positive image of aviation-focused vocational
education institutions. A descriptive qualitative approach was employed, with data collection techniques including direct
observation of the institution’s TikTok account, in-depth interviews with the public relations team, and a review of
scientific journals. The findings indicate that creative, visual, and interactive content on TikTok—such as videos
showcasing academic activities, alumni collaborations, and aviation education—effectively boosts audience
engagement (engagement) and brand recognition. However, challenges such as the dynamic nature of platform trends,
low audience participation in educational content, and resource limitations remain significant barriers. Drawing on
Keller and Swaminathan’s brand awareness theory, this research emphasizes the importance of content consistency,
authentic collaborations with stakeholders (lecturers, students, alumni), and the evaluation of digital campaign
performance to strengthen brand associations among the public. Practical implications suggest that vocational education
institutions should design holistic strategies integrating creativity, trend relevance, and information transparency to
expand their reach and sustain competitiveness in the digital era.