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All Journal Humaniora Jurnal Studi Pemerintahan Jurnal Manajemen Teknologi Journal Communication Spectrum: Capturing New Perspectives in Communication Jurnal Ilmu Komunikasi International Research Journal of Business Studies (E-Journal) Journal of Entrepreneurship, Management and Industry (JEMI) IKRA-ITH ABDIMAS Jurnal Penelitian Inovatif Jobmark: Journal of Branding and Marketing Communication International Journal of Entrepreneurship, Business, and Creative Economy Da'watuna: Journal of Communication and Islamic Broadcasting International Research Journal of Business Studies
Bambang Sukma Wijaya
Bakrie University
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Library & Information Science Public Health Social Sciences

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REREAD THE PUBLIC: The New and Future Public Relations Wijaya, Bambang Sukma
Journal Communication Spectrum: Capturing New Perspectives in Communication Vol 9, No 1 (2019): February-July 2019
Publisher : Department of Communication Science, Bakrie University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jcs.v9i1.2482

Abstract

The communications revolution, marked by developments in information technology, changes in the media ecosystem and audience habits, and an increasingly open communications culture and climate, is forcing public relations (PR) and corporate communications professionals to change their mindsets and work patterns. Public relations leadership requires a rereading of the meaning of 'public.' How companies and organizations run also requires adjustments to new paradigms, which has consequences for how PR leadership adapts. This article examines changes in professional organizations and public relations strategies. Some of them include a paradigm shift from corporate brand image to corporate brand engagement, from corporate identity to corporate behavior, superiority to equality, snobbery to humbleness, from regular to adaptive and creative PR, from insensitive to empathetic PR, from objective to subjective PR, from mechanistic/normative to humanistic PR, and from digital to digital-humanistic PR. How to cite this article:Wijaya, B. S. (2019). Reread the Public: The New and Future Public Relations. Journal Communication Spectrum: Capturing New Perspectives in Communication, 9(1), 79-93.
HORIZONTAL CSR AND GOTONG ROYONG COMMUNICATION Wijaya, Bambang Sukma
Journal Communication Spectrum: Capturing New Perspectives in Communication Vol 2, No 1 (2012): February - July 2012
Publisher : Department of Communication Science, Bakrie University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jcs.v2i1.2483

Abstract

In an era of increasingly horizontal, equal, and communal communication, new models are needed to develop corporate social responsibility (CSR) programs that are more effective and relevant. Indonesia has a rich culture that can contribute to the development of new models of corporate communication, one of which is Gotong Royong communication. This article elaborates on horizontal models of CSR and their relationship to the culture of Gotong Royong in Indonesia. Horizontal CSR carries 3Cs: Community, Collaboration, and Cooperation. This study inspires companies and professional organizations to explore new forms of CSR programs based on social capital, social relations, and local wisdom that are equal and less selfish. To cite this article:Wijaya, B. S. (2012). Horizontal CSR and Gotong Royong Communication. Journal Communication Spectrum, 2(1), 43-62.
Branderpreneurship Framing Analysis of MSME Brand "Daviena Skincare" Yuliarosa, Riska; Wijaya, Bambang Sukma
International Journal of Entrepreneurship, Business and Creative Economy Vol. 4 No. 2 (2024): July
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijebce.v4i2.2080

Abstract

Few MSME skincare and cosmetics brands focus on developing brand value to build their business. Among them is Daviena Skincare in Indonesia. This article examines Daviena's entrepreneurship-based brand development strategy using the Branderpreneurship Framing Analysis (BFA) methodology approach. BFA systematically traces and details the value development strategy according to the elements in BrandCoVD (Branderpreneurship's Circle of Values Development), namely identifying, creating, delivering, communicating, maintaining, evaluating, and renewing values. The analysis shows that as a startup that cannot afford influencers and celebrities like other skincare brands, Daviena Skincare utilizes social media with self-demo techniques by the owner and models to convince consumers of the unique advantages of its products. This communication technique provides a domino effect for consumer users to express their experiences through organic testimonials. This study can inspire other MSME and startup brands to develop their brand value with limited resources.
Branderpreneurship Framing Analysis of ALMAZ Friedchicken Ika Nur Fitriani; Bambang Sukma Wijaya; Eli Jamilah Mihardja
Da'watuna: Journal of Communication and Islamic Broadcasting Vol. 5 No. 3 (2025): Da'watuna: Journal of Communication and Islamic Broadcasting
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/dawatuna.v5i3.8313

Abstract

Often, crispy fried chicken UMKM focuses on developing brand value in building a business, recently Indonesia has been busy with Al Baiknya Indonesia crispy chicken, namely Almaz Chicken. This article makes a study of Almaz Chicken's entrepreneurship-based brand development strategy using the BFA or Brandpreneurship Framing Analysis methodology approach. BFA is systematically able to find and explain value development strategies according to the elements in BrandCoVD or Brandpreneurship's Circle of Values Development, namely identifying, creating, conveying, communicating, maintaining, evaluating and renewing values. This study uses data triangulation to strengthen the author's research results. This triangulation technique is used to ensure that the data collected from various sources and methods is truly valid. Data triangulation consists of several types, namely First, Source Triangulation, which uses various data sources to verify and ensure the truth of the research results. Secondary data sources consist of research journals, literature studies such as printed books, digital books, scientific articles and online news, and primary data sources, namely in-depth interviews. Almaz Friedchicken's strategy in evaluating market trends and lifestyles to become input and considerations for sustainable development is inseparable from Abuya Group's long experience in terms of the head or competence and capacity of the BODs, namely Okta Wirawan, Bram Dwi Raditya and Wawan Ibra who have been close friends since college, building professional careers and ups and downs with 7 brands in Abuya Group, newcomers without a TV marketing budget, can benefit from the momentum of the McDonald's and KFC boycott, which the public sees as related to Israel. Almaz uses social media, using storytelling techniques, to attract the attention of potential consumers who will carry out post-boycott agitation. Almaz is a new choice for crispy chicken fans.
Branding: Representation, Communication, and Simulation Wijaya, Bambang Sukma
Jobmark: Journal of Branding and Marketing Communication Vol. 1 No. 1 (2019): JOBMARK Vol 1 No 1 (July-December 2019)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v1i1.149

Abstract

Branding in contemporary society reflects a fundamental transformation from mere product representation to a semiotic system that constructs social reality. This article examines branding through three conceptual dimensions using interdisciplinary approaches. At the level of representation, brands function as signifiers that reflect product identity and values. In the communicative dimension, brands act as a message system and a medium of social and emotional interaction that builds symbolic attachment between producers and consumers. In the simulation stage, brands operate as forms of hyperreality, creating fictitious realities through mediated imagery and narratives. The study argues that branding has become an ideological arena where value, identity, and power are produced and negotiated. By adopting a critical understanding of these three dimensions, this article reveals how branding not only represents the world but also participates in the creation and simulation of cultural reality in global consumer society.
The Development of Hierarchy of Effects Model in Advertising Wijaya, Bambang Sukma
International Research Journal of Business Studies Vol. 5 No. 1 (2012): April - July 2012
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/irjbs.5.1.73-85

Abstract

This paper aims to review the hierarchy of effects models in advertising, especially the well-known model, AIDA (Attention, Interest, Desire, and Action). Since its introduction by Lewis (1900) and generally attributed in the marketing and advertising literature by Strong (1925), the concept of AIDA’s hierarchy of effects model has been used by many researchers, both academicians and practitioners. The model is used to measure the effect of an advertisement. However, the development of information technology has radically changed the way of how people communicate and socialize; as well as a paradigm shift from product-oriented marketing to consumer-oriented marketing or people-oriented marketing. Therefore, the variables in the hierarchy of effects model needs to be updated in respond to the latest developments in the notice of public power as consumer audience. Based on deep literature review and reflective method, this paper introduces a new developed concept of hierarchy of effects model that was adopted from AIDA’s hierarchy of effects model, namely: AISDALSLove (Attention, Interest, Search, Desire, Action, Like/dislike, Share, and Love/hate).
Komunikasi Digital sebagai Instrumen Pelestarian Cagar Budaya: Program Pengabdian Masyarakat di Kota Bandung Daragana, R. Subchan; Kencana, R. Femmy Diajeng; Alamsyah, Alamsyah; Akriadi, Akriadi; Lestari, Linda; Mihardja, Eli Jamilah; Wijaya, Bambang Sukma; Haeirina, Kurniati Putri
IKRA-ITH ABDIMAS Vol. 10 No. 1 (2026): IKRAITH-ABDIMAS Vol 10 No 1 Maret 2026
Publisher : Universitas Persada Indonesia YAI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37817/ikra-ithabdimas.v10i1.6187

Abstract

Perkembangan media digital telah mengubah cara masyarakat memahami dan memaknai warisan budaya perkotaan. Di tengah dominasi konten instan dan visual di ruang digital, narasi cagar budaya kerap terpinggirkan dan berisiko direduksi menjadi sekadar objek estetika. Artikel ini membahas kegiatan pengabdian kepada masyarakat bertajuk Bandung Heritage Seminar & Training yang diselenggarakan oleh mahasiswa Magister Ilmu Komunikasi Universitas Bakrie melalui mata kuliah Komunikasi Digital. Kegiatan ini bertujuan untuk meningkatkan literasi komunikasi digital masyarakat dalam mendukung pelestarian dan promosi cagar budaya Kota Bandung. Metode pengabdian menggunakan pendekatan partisipatif dan kolaboratif melalui seminar, diskusi interaktif, dan pelatihan literasi komunikasi yang dilaksanakan secara hybrid dengan melibatkan pemerintah daerah dan komunitas budaya. Hasil kegiatan menunjukkan peningkatan pemahaman peserta mengenai nilai cagar budaya serta kesadaran kritis terhadap peran media digital sebagai instrumen pelestarian non-fisik. Selain itu, kegiatan ini memperkuat kolaborasi antara perguruan tinggi, pemerintah, dan komunitas dalam membangun narasi heritage berbasis komunikasi. Artikel ini menyimpulkan bahwa komunikasi digital memiliki peran strategis dalam pelestarian cagar budaya apabila digunakan secara kontekstual, reflektif, dan bertanggung jawab, serta dapat menjadi model pengabdian masyarakat berbasis komunikasi di era digital
Agricultural Branding: Nine Routes Bambang Sukma Wijaya
Jobmark: Journal of Branding and Marketing Communication Vol. 2 No. 2 (2021): JOBMARK Vol 2 No 2 (January-June 2021)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v2i2.155

Abstract

As an enduring sector, agriculture requires new approaches to develop and communicate its values to remain relevant and meaningful. Agricultural branding is a powerful alternative solution amid a thriving agricultural industry, business, and technology. This article paves the way for agricultural branding strategies and studies by providing nine routes to explore: 1) agricultural policies and programs, 2) production and commodities, 3) distribution and services, 4) consumption and accessibility, 5) agricultural communication and education, 6) culture and resources, 7) investment and sustainability, 8) collaboration and diversification, and 9) technology and innovation. This article is helpful as a reference for academic research and an insightful resource for professional practitioners and industry in developing a more advanced agricultural sector.
Mosque Branding Theory: From Distinction to Innovation Bambang Sukma Wijaya
Jobmark: Journal of Branding and Marketing Communication Vol. 6 No. 1 (2024): JOBMARK Vol 6 No 1 (July-December 2024)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v6i1.486

Abstract

Mosques have evolved into more than just spiritual magnets; they are also engines of cultural and social inspiration. Amid the decline in youth religiosity, eroded by the allure of hedonism and the glitz of technology, mosques are shaping new values ​​that transcend their primary function as places of worship. Mosques serve as channels for new identities, new meanings, and new comforts that not only support spiritual achievement but also foster a unique sense of pride. This article discusses a new approach that views mosques as brands with the potential to leave a lasting imprint on people's minds and hearts. Theoretically, five aspects shape a mosque brand. First, Mosque Brand Distinction, which emphasizes physical uniqueness, figures, history, distinctive stories, and prominent programs. Second, Mosque Brand Communication, which manages messages, media, narratives, images, and information amplification. Third, the Mosque Brand Community builds engagement, participation, trust, loyalty, and advocacy among congregants. Fourth, Mosque Brand Outreach, which expands reach through religious services, social initiatives, learning spaces, cultural inspiration, and humanitarian light. Fifth, Mosque Brand Innovation, encompassing innovations in services, communications, programs, approaches, and sociocultural encryption.
Creative Brand Publicity (CBP): The Power of Mood, Moment, and Movement Bambang Sukma Wijaya
Jobmark: Journal of Branding and Marketing Communication Vol. 1 No. 2 (2020): JOBMARK Vol 1 No 2 (January-June 2020)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v1i2.98

Abstract

This conceptual paper introduces Creative Brand Publicity (CBP) as a narrative strategy that emphasizes emotional depth, contextual relevance, and dynamic continuity in brand communication. Brands face growing challenges in capturing attention and sustaining meaningful audience engagement. These challenges emerge, especially in an increasingly saturated and algorithm-driven media environment. Traditional publicity approaches often prioritize exposure over resonance, creating a gap between visibility and narrative impact. The study aims to develop and elaborate a conceptual framework of CBP structured around three fundamental aspects: Mood, Moment, and Movement. Adopting a conceptual and theory-building approach, this paper synthesizes insights from branding, marketing communication, narrative theory, and cultural studies. The analysis integrates existing literature with interpretive reasoning to construct a cohesive framework that explains how brands can design more engaging and meaningful publicity strategies. The paper proposes that effective brand publicity operates through the orchestration of Mood as the emotional tone shaping audience perception, Moment as the contextual and temporal relevance enhancing immediacy and connection, and Movement as the continuity and evolution of brand narratives across platforms and touchpoints. These three aspects work together to turn publicity from simple information sharing into engaging stories that people remember and connect with. Theoretically, this study contributes to branding and marketing communication literature by advancing a narrative-based model of publicity that extends beyond conventional promotional frameworks. It offers practical guidance to practitioners on designing integrated, adaptive, culturally resonant publicity initiatives in the digital era. The CBP framework provides a foundation for future empirical research and the development of more human-centered and story-driven brand communication strategies.
Co-Authors Akriadi, Akriadi Alamsyah - Daragana, R. Subchan Dessy Kania Dianingtyas M. Putri Dianingtyas M. Putri Eli Jamilah Mihardja Faruk, Faruk Haeirina, Kurniati Putri Hermin Indah Wahyuni Ika Nur Fitriani Kencana, R. Femmy Diajeng Lestari, Linda Suharyanti Suharyanti Suryaman, Inge Salsabila Syarifa, Nabila Tuti Widiastuti Yuliarosa, Riska