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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 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 Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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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.
Selling Communication Strategy: Modes, Models, and Messages Bambang Sukma Wijaya
Jobmark: Journal of Branding and Marketing Communication Vol. 5 No. 2 (2024): JOBMARK Vol 5 No 2 (January-June 2024)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v5i2.650

Abstract

Effective selling communication strategies are crucial for marketing success. Communication not only influences consumer purchasing decisions but also fosters long-term relationships between sellers and buyers. Therefore, a deep understanding of persuasive selling communication concepts is essential to optimize marketing strategies. This article constructs a comprehensive concept of persuasive selling communication by integrating various modes, models, and messages employed in sales practice. A narrative review methodology is used to synthesize relevant literature and develop a holistic conceptual framework. The study identifies twelve modes of selling communication: Verbal (spoken and written words), Nonverbal (body language, gesture, facial expression), Paraverbal (tone, pitch, volume, speed, and cadence), Visual (images and symbols), Aural (sounds), Audiovisual (combination of sound and images), Textural (texture, shape), Nasal (smell), Gustatorial (taste), Kinetic (physical movement), Haptic (touch), and Proxemic (distances). Additionally, four dominant selling models are discussed: solution-oriented selling, transactional selling, consultative selling, and provocative selling. Regarding messages, three categories are outlined: hard-selling (aggressive sales tactics), soft-selling (gentle persuasion), and hidden-selling (subtle or implicit selling). The practical implications of these findings provide sales practitioners with guidance on selecting and combining appropriate modes, models, and messages tailored to market contexts and customer characteristics. Academically, this article opens avenues for further research in developing adaptive and innovative selling communication theories.
Creative Brand Publicity (CBP): The Power of Mood, Moment, and Movement Bambang Sukma Wijaya
Jobmark: Journal of Branding and Marketing Communication Vol. 4 No. 1 (2022): JOBMARK Vol 4 No 1 (July-December 2022)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v4i1.651

Abstract

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. This conceptual paper introduces Creative Brand Publicity (CBP) as a narrative strategy that emphasizes emotional depth, contextual relevance, and dynamic continuity in brand communication. 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 function synergistically to transform publicity from mere information dissemination into immersive narrative experiences that foster engagement, memorability, and brand affinity. Theoretically, this study contributes to branding and marketing communication literature by advancing a narrative-based model of publicity that extends beyond conventional promotional frameworks. Practically, it offers strategic guidance to practitioners for designing integrated, adaptive, and 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 Tuti Widiastuti Yuliarosa, Riska