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All Journal Journal of Social Science Multidisciplinary Journals
Bintara Santika Putra
Universitas Dehasen Bengkulu
Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Marketing Communication Strategies In Building Corporate Brand Image: A Study Of Mvp.Co As A Clothing Industry Brand In Bengkulu City Bintara Santika Putra
Multidisciplinary Journals Vol. 3 No. 1 (2026): March
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/mj.v3i1.1153

Abstract

This research aims to analyze the marketing communication strategies implemented by MVP.CO in building its brand image as a clothing industry brand in Bengkulu City. The study focuses on the application of the 7P marketing mix, product, price, place, promotion, people, process, and physical evidence as well as the SWOT analysis used to identify internal strengths and weaknesses along with external opportunities and threats. Employing a qualitative descriptive approach, data were collected through in-depth interviews, observation, and documentation. The findings indicate that MVP.CO effectively applies the 7P marketing mix by offering premium-quality products, competitive pricing, strategic distribution channels, and dynamic promotional activities supported by competent human resources and structured operational processes. The SWOT analysis further shows that MVP.CO possesses significant internal strengths and opportunities to enhance its competitive position, although it must address several weaknesses, particularly in digital promotion, facility development, and production capacity. Overall, this research concludes that integrated marketing communication strategies play an essential role in strengthening MVP.CO’s brand image within the creative clothing industry in Bengkulu.
Representing Cultural Identity Through The Serawai Language: A Study of Tanjung Menang Village, Indonesia Aldila Vidianingtyas Utami; Dilmai Putra; Ros Aini binti Ibrahim; Bintara Santika Putra; Doli Apriansyah
Journal Of Social Science (JoSS) Vol 5 No 8 (2026): Journal of Social Science
Publisher : Al-Makki Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57185/p79yxe82

Abstract

Language functions not only as a means of communication but also as a representational system through which cultural meanings, social relations, and collective identities are produced. This research examined how the Serawai language represented the cultural identity of the community in Tanjung Menang Village, Seginim District, South Bengkulu Regency, Indonesia. Using a descriptive qualitative approach and Stuart Hall’s Theory of Representation, the study explored the meanings associated with Serawai language use in everyday and cultural contexts. Data were collected through observation, in-depth interviews, and documentation involving four key informants representing village government, customary leadership, community members, and university students. The findings showed that Serawai functioned in four interrelated ways: as a symbol of cultural identity, a medium for intergenerational cultural transmission, a resource for strengthening social solidarity, and a marker of community membership. Its use in family interactions, customary rituals, village deliberations, social activities, and informal communication enabled speakers to reproduce shared values and a sense of belonging. At the same time, the increasing use of Indonesian, mixed-language practices, modernization, and digital communication created challenges for the continuity of Serawai among younger speakers. The research argued that Serawai identity was not merely inherited but continuously constructed through repeated linguistic practices and negotiated across changing social contexts. Maintaining the active use of Serawai in family and community domains is therefore essential not only for language preservation but also for sustaining local cultural knowledge and social cohesion.
Co-Authors Aldila Vidianingtyas Utami Dilmai Putra Doli Apriansyah Ros Aini binti Ibrahim