Booster Expression in Image Building of Green Islamic Campus Program at the Promotional Brochure of Universitas Muhammadiyah Palangkaraya: Can it Reach the Market Share in the Era of Industry 4.0?

Abstract

In this article, I will discuss in the linguistic perspective about the expression of booster displayed at the promotional brochure of Universitas Muhammadiyah Palangkaraya. A good booster expression has a role in influencing the reader to be interested. Therefore, it becomes a challenge for the Universitas Muhammadiyah Palangkaraya displays a brand image which built with the tagline of its program was "The Green Islamic Campus". This study is a qualitative descriptive study with a embeded case study. Data is taken with Purposive Sampling Technique. Furthermore, the primary data in this study is the promotional brochure that contain booster expressions and secondary data used are research or articles related to building or branding image on a promotion. The results showed that the text contained in the brochure amounted to 11 booster expression and the type of booster in the brochure was Claim of Excellence. Therefore, the expression of booster at the brochure of the Universitas Muhammadiyah Palangkaraya has an important and significant role in making promotion by the text impact. Keywords: booster expression, building image, the green islamic campus, brochure, market Ideology