Webometrics Sebagai Strategi Pencitraan Digital Universitas Lampung

Harno Harno, Andy Corry Wardhani, Tina Kartika, Mardiana Mardiana

Abstract


This article examines Webometrics as a strategic instrument for building the digital image of higher education institutions, focusing on Universitas Lampung. The novelty lies in repositioning Webometrics not merely as a ranking system, but as an evidence-based framework for reading organizational communication, digital public relations, and institutional image formation. This study used a qualitative descriptive approach through document analysis, systematic online observation, and analysis of Universitas Lampung's Webometrics archive from 2014 to 2025. The analysis focused on institutional web assets, repositories, publication channels, metadata practices, domain connectedness, and indicators of visibility/impact, openness/transparency, and excellence. The findings show that Webometrics functions as a strategic communication mechanism that strengthens visibility, transparency, academic reputation, and stakeholder trust through web content governance, open-access publication, metadata consistency, search visibility, and integrated digital reputation management. This article contributes to organizational communication and digital public relations studies by offering a conceptual model linking digital content governance, repository openness, domain consolidation, academic visibility, and institutional image building in higher education.


Keywords


Webometrics; Organizational Communication; Digital Reputation; Institutional Image

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DOI: https://doi.org/10.32509/dinamika.v12i1.6727

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