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All Journal JURNAL MUQODDIMAH : Jurnal Ilmu Sosial, Politik dan Hummaniora NUSANTARA : Jurnal Ilmu Pengetahuan Sosial Jurnal Komunikasi Universitas Garut: Hasil Pemikiran dan Penelitian JURNAL PUSTAKA KOMUNIKASI Jurnal Pendidikan dan Konseling Warta Ikatan Sarjana Komunikasi Indonesia Journalism, Public Relation, and Media Communication Studies Journal (JPRMEDCOM) Journal of Management and Bussines (JOMB) Jurnal Intervensi Sosial dan Pembangunan (JISP) Ilomata International Journal of Social Science PROPAGANDA Innovative: Journal Of Social Science Research
Eka Yusup
Jurusan Ilmu Komunikasi, Fakultas Ilmu Sosial Dan Ilmu Politik, Universitas Singaperbangsa Karawang
Religion Arts Humanities Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Other

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Strategi Branding Grup Musik El-Uwais melalui Pemanfaatan Media Sosial Instagram Tanjuan Alfahiro; Eka Yusup; Tri Susanto
Jurnal Pustaka Komunikasi Vol 9, No 1 (2026): Accredited by Kemendikbud Dikti SK No. 79/E/KPT/2023
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/pustakom.v9i1.6184

Abstract

This study aims to analyze the branding strategy implemented by the El-Uwais Gambus Music Group through Instagram social media amidst the declining popularity of gambus music and increasing competition from modern music genres. This study uses a qualitative approach with the Brand Expression framework by Sisco Van Gelder to examine three main dimensions, namely brand positioning, brand identity, and brand personality. Data were obtained through in-depth interviews, observations, and documentation of the El-Uwais group owner and the social media admin who manages the group's Instagram account. The results show that El-Uwais utilizes Instagram as the main medium to display a consistent visual identity, emphasize the brand's position as a religious and modern gambus music group, and build a brand personality that is warm, communicative, and close to the audience. This strategy is supported by the use of visual content, documentation of performances, and active interaction with followers, thus helping to strengthen El-Uwais's brand image in the digital space. This research's contribution lies in explaining how the Brand Expression concept is applied in the context of digital communication to build the branding of traditional-religious music groups through Instagram. It also demonstrates that social media can be a strategic tool for expanding the reach and maintaining the existence of gambus music in the digital era.
Co-Authors Ahla Aghniatun Nasiha Ana Fitriana Poerana Arindawati, Weni Adityasning Dianing Pratiwi Dwi Rizky Aprilianti Eki Syahrudin Elfrida Mediana Ema Farizal Taufiqqurahman Firdaus Yuni Dharta Gusti Bagus Rian Setiawan Ika Ika Ilham Gemiharto Kusrin Mayasari Mayasari Mochamad Alfarizy Allawi Muhamad Ramdhani Muhammad Arifky Ramdani Nisrina Annisati Rahmi Nurkinan Nurkinan Nurkinan, Nurkinan Nurpitrian - Pitriah Oky Oxygentri Panji Putra Sutanto Riyan Hermawan Rizka Hari Kusmianigtyas Shiyam Ramli Tanjuan Alfahiro Tri Susanto Tri Widya Budhiharti Ugunawan Ugunawan Widya Putri Sukandi Yulia Putri Nadilah Zainal Abidin