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All Journal Interdisciplinary Social Studies Jurnal Sosio dan Humaniora
Haerani, Hanni
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Humanities Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Public Health Social Sciences Other

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REPRESENTASI NILAI-NILAI LOKAL KAMPUNG ADAT MAHMUD DAN DESA CINTA DAMAI DALAM PRODUK KRIYA Ananta, Dede; Nurkholis Majid, Azis; Haerani, Hanni
Jurnal Sosio dan Humaniora (SOMA) Vol 4 No 1 (2025): JURNAL SOSIO DAN HUMANIORA : SOMA
Publisher : LPPM Politeknik Pajajaran ICB

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59820/soma.v4i1.441

Abstract

Local wisdom is a string of Pearls that forms the identity of a region, so it must be maintained and preserved so that it does not become extinct. A strong culture is also a guideline for people in living their daily lives, which reflects the noble values that shape the character of a region. This research aims to identify and analyze the representation of local values in the research team's craft products inspired by the local wisdom of the Mahmud traditional village in Bandung Regency, West Java, and Cinta Damai Village in Samosir, North Sumatra. This activity is a collaboration between LPPM ISBI Bandung and UHN North Sumatra to increase tourism in the area. This research uses an analytical descriptive method that deeply examines how cultural values, traditions, and local wisdom from the two regions can manifest into the forms and motifs of the resulting craft products. The results of this research are expected to provide a better understanding of the richness of Indonesian culture, especially in the context of crafts, and be an educational resource for the community about the importance of preserving and developing local culture. This research is also expected to contribute to creating a sustainable craft industry while still paying attention to cultural values that are full of meaning.
Strategic Curriculum Design for Brand Building: An Analysis of the Islamic Fashion Institute's Curriculum as a Strategic Communication Tool in Constructing Institutional Brand Identity and Brand Equity Haerani, Hanni; Chaerowati, Dede L
Interdisciplinary Social Studies Vol. 5 No. 2 (2026): Interdisciplinary Social Studies
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/iss.v5i2.1040

Abstract

This research aims to analyze how a fashion design training curriculum based on Muslim dress principles serves as a strategic communication tool to build institutional brand identity and brand equity at the Islamic Fashion Institute (IFI), Bandung, Indonesia. The study employs a qualitative approach with an intrinsic case study method. Data were collected through triangulation, including in-depth interviews with curriculum designers and instructors, document analysis of the syllabi, and focus group discussions (FGD) with alumni and active students. Thematic analysis was applied using Kapferer’s Brand Identity Prism and Keller’s Customer-Based Brand Equity (CBBE) framework. The results indicate that the Sharia-based curriculum acts as the core brand message and a meaning-making system. The integration of Fiqh (Islamic Jurisprudence) of fashion, Islamic aesthetics, and Sharia business ethics serves as a potent brand differentiator. This "substance-led" branding constructs a robust "Culture" dimension, creating an authentic brand experience that elevates institutional brand equity through high brand resonance among graduates. Research limitations/implications As a single-site case study focusing on a pioneer vocational institution, the findings may have limited generalizability to conventional fashion schools. Future research could explore the application of this curriculum-based branding model in different cultural or religious educational contexts. Practical implications For Islamic educational institutions, the study suggests that branding should be rooted in pedagogical substance rather than mere external promotion. Developing a unique, values-driven curriculum can serve as a sustainable competitive advantage in the global Halal industry. Originality/value This research proposes a novel conceptual framework: Curriculum-Based Branding. It shifts the paradigm from marketing-led communication to an internal-out approach where the curriculum itself functions as the primary strategic communication instrument to construct institutional identity.
Co-Authors Chaerowati, Dede L Kurniawan, Dede Ananta Nurkholis Majid, Azis