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Journal : KOMUNIKA BANGSA, JURNAL ILMU KOMUNIKASI

KEMAMPUAN MEMAKNAI SIMBOL UNTUK MENINGKATKAN KETERAMPILAN KOMUNIKASI Sila, Gita Eka; hasim; Sabarudin, Didin
KOMUNIKA BANGSA Vol 2 No 2 (2025): EDISI 4
Publisher : UKRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31848/kosa.v2i2.4004

Abstract

Communication reaches the broadest aspect of meaning. Its depth can reveal hidden and unexplained meanings. A complete understanding of symbols can explain something. The understanding obtained can point to objects or similar concepts that are easy to refer to. Communication obstacles occur when the concept referred to is given the wrong meaning. So that it becomes an obstacle in improving communication skills. Skills that are very much needed to help improve the capacity of each person. In this regard, this study aims to determine the ability to interpret symbols scattered in the social environment to improve communication skills. The method used is qualitative with a descriptive research type. The results of the study indicate that emotional intelligence is the main prerequisite in improving the ability to interpret symbols that are related to improving communication skills.
KONTEN VISUAL INSTAGRAM SEBAGAI MEDIA PROMOSI PADA KOMUNIKASI PEMASARAN DALAM MEMBANGUN BRAND IMAGE KAMALEENS Rahayu Yulianti; Hasim
KOMUNIKA BANGSA Vol 3 No 1 (2025): Edisi 5
Publisher : UKRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31848/kosa.v3i1.4301

Abstract

This research is motivated by the growing use of social media as a promotional tool in marketing communication, particularly through Instagram. Kamaleens, as a local fashion brand, utilizes visual content on Instagram to build a strong brand image in the minds of consumers. The purpose of this study is to identify and explain the role of visual content on Instagram @kamaleens in marketing communication to shape its brand image through three aspects of the hierarchy of effects theory: cognitive, affective, and conative. This research applies a qualitative method with a descriptive approach, while data collection techniques include in-depth interviews, observation of Instagram @kamaleens content, digital documentation, and literature study. The findings reveal that in the cognitive aspect, Kamaleens successfully builds audience awareness and knowledge of the brand through aesthetic, informative, and consistent visual design. In the affective aspect, visual content generates positive emotions through comfortable displays, relevant lifestyles, and collaborations with influencers who represent the values of the audience, thus fostering liking and preference. In the conative aspect, visual content encourages confidence and purchasing actions through persuasive messages, testimonials as social proof, and loyalty programs such as discounts and membership. Overall, the visual content strategy of Instagram @kamaleens is effective in shaping its brand image through the stages of marketing communication explained in the hierarchy of effects theory.