PERAN INSTAGRAM DALAM MEMBANGUN BRAND IMAGE GUNA MEMPERTAHANKA CORPORATE IMAGE PROGRAM STUDI KPI UMY DI MASA PANDEMI COVID-19

Along with the development of new media in Indonesia, the process of building branding has also begun to spread to social media. One of them is the use of the Instagram account of @officialkpiumy which positions its account as a medium to build branding amid the Covid-19 pandemic to help maintain the corporate image. Previously direct activities, now have to be innovated online, therefore this account must create a new formula to maximize the role of Instagram so that it remains attractive and can continue to survive.This study aims to determine the role of Instagram in building a brand image to maintain the corporate image of the UMY KPI study program during the Covid-19 pandemic. This research used a qualitative approach and was descriptive and used data collection techniques in the form of interviews, observation, and documentation. The interviewees consisted of the Prodi Secretary, marketing PIC, students, and the Instagram creator team. The results of this study indicate that the Instagram account of @officialkpiumy has a role in building branding to maintain the corporate image of the KPI UMY study program following the brand image factors according to Kotler, namely, brand strength, brand favorability, and uniqueness. Therefore, these conditions can help maintain the corporate image of the UMY KPI study program during the Covid-19 pandemic.