Article Per Year (5 Year)
p-Index From 2021 - 2026
0.444
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This Author published in this journals
All Journal Jobmark: Journal of Branding and Marketing Communication
Bambang S. Wijaya
Bakrie University
Arts Humanities Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Social Sciences

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From Feed to Field: Digital Promotion and Communication in Local Tennis Communities Muhammad Firrizqi Alchoiri; Bambang S. Wijaya
Jobmark: Journal of Branding and Marketing Communication Vol. 4 No. 2 (2023): JOBMARK Vol 4 No 2 (January-June 2023)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v4i2.485

Abstract

This study investigates the transformative role of digital ecosystems in mobilizing local sports communities, focusing on the "Tennis Bae Bekasi" collective. By analyzing the strategic synergy between Instagram and the Kuyy app, the research explores how digital promotion facilitates audience engagement and membership growth in the post-digital era. Utilizing a qualitative case study approach supported by questionnaires and systematic observations, the study decodes the mechanisms through which high-fidelity visual storytelling (comprising high-quality video content and curated photography) converts digital "feeds" into active "field" participation. The findings demonstrate that integrated digital strategies significantly amplify community reach and foster sustained engagement by bridging the gap between virtual interaction and physical sporting activities. The results offer critical insights into the optimization of niche sports communication, suggesting that interactive content and collaborative digital frameworks are essential for community longevity. This research contributes to the field of digital sports marketing by highlighting the shift from passive viewership to active community involvement within localized tennis networks.
Updating Values Strategy of Kahf as Indonesian Muslim Men's Grooming Brand: A Branderpreneurship Framing Analysis Giyono Giyono; Bambang S. Wijaya
Jobmark: Journal of Branding and Marketing Communication Vol. 7 No. 1 (2025): JOBMARK Vol 7 No 1 (July-December 2025)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v7i1.640

Abstract

This study analyzes the updating value strategy of the KAHF brand through the lens of Branderpreneurship Framing Analysis (BFA) a conceptual framework that examines how brands integrate entrepreneurial agility with strategic branding to sustain relevance and growth. Updating value refers to a brand's dynamic capacity to continuously renew its presence, interactions, and value propositions in alignment with shifting consumer expectations, technological advancements, and cultural trends. As a Muslim men's personal care brand under PT. Paragon Technology and Innovation, KAHF stands out by embedding spiritual authenticity and natural ingredients into its core identity, while simultaneously embracing modernity and urban lifestyle aesthetics. Employing a descriptive qualitative method, this research draws on secondary data collected through systematic observation and analysis of KAHF's official website, social media platforms (Instagram, TikTok, YouTube), press releases, news articles, and digital publications. The findings demonstrate that KAHF consistently updates its brand value across five strategic dimensions: product innovation (halal-certified, nature-inspired formulations), multi-channel distribution (online and offline expansion), consumer engagement (community building and personalization), creative digital communication (storytelling with spiritual and motivational themes), and business model adaptation (regional expansion and digital ecosystem integration). The study concludes that KAHF exemplifies successful branderpreneurship by balancing tradition with innovation, thereby establishing a resilient, meaningful, and future-ready brand identity.
Co-Authors Giyono Giyono Muhammad Firrizqi Alchoiri