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Deddy Mulyana
Universitas Padjadjaran
Religion Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Social Sciences Transportation Other

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Journal : Jurnal Komunikasi

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Folklore, Branding, and Social Media: A Multifaceted Communication Approach to Marketing in Indonesia Tedjakumala, Ingrid; Damayani, Ninis Agustini; Mulyana, Deddy; Perbawasari, Susie
Jurnal Komunikasi Vol. 16 No. 2 (2024): Jurnal Komunikasi
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jk.v16i2.31787

Abstract

This research examines in depth the complex relationship between folklore, branding and social media in Indonesia.  Folklore, as an integral part of cultural heritage, has great potential in marketing communications, but this potential has not been fully explored in a modern context. This research will examine how folklore narratives, which are full of cultural values, local wisdom and the history of Indonesian society, can be adapted and integrated into digital marketing content. With the aim of creating brand stories that are not only informative, but also touch consumers' emotions, building a deeper sense of closeness and attachment.  This research explores various storytelling formats—from visual content on social media to video campaigns—and how each format can reach different audiences. The case study used is Bangflo Coffee, a local coffee brand, which uses their Instagram account to reach technology-savvy millennials. By using storytelling as their Communication strategy, they use culture to build community, shared values, and brand loyalty. This research not only highlights the importance of emotional connections in navigating Indonesia's highly diverse and dynamic market, but also provides marketers with valuable insights into how to leverage the richness of folklore to create resonant and effective marketing campaigns.  The findings of this research contribute to a deeper understanding of the role of folklore in branding in the digital era, especially in Indonesia.
Co-Authors Ahmad Zuhdi Firdaus Amalia Djuwita Andang Iskandar Andang Iskandar, Andang Andi Subhan Amir Anjelia, Lydia Okva Arifi Arifi Asep Suryana Astri Wulandari Atie Rachmiatie Atwar Bajari Benazir Bona Pratamawaty Bertha Sri Eko Cece Sobarna Dadang Rahmat Hidayat Dadang Sugiana Damayanti, Ninis Agustini Devie Rahmawati Devie Rahmawati Diah Fatma Sjoraida Dian Wardiana Sjuchro dicky yusuf budiman kusmayadi Dwi Budi Santoso Edwin Rizal Eeng Ahman, Eeng Efi Fadilah Eni Maryani Fakhri Zakaria Farida Agus Setiawati Fiona Verity Giri Lumakto Gita Anita Hanny Hafiar Harningsih, Harningsih Henny Sri Mulyani Rohayati Hermito Gidion Hidayat, Veny Ilham Gemiharto Ira Mirawati Janah Sojanah, Janah Jenny Ratna Suminar Jenny Ratna Suminar K. Y.S. Putri Kadri Kadri Kadri Kadri Kamil, Dinda Nur Griya Kurniansyah, Rafli Akram Leviane Jackelin Lotulung Linda Zakiah Maimon Herawati Mila Viendyasari Musa, Hussein Gibreel Navarro, Charles Julian Santos Nia Kurniati Nindi Aristi Ninis Agustini Damayani Normansyah Nuraini, Fira Pujia Nuraini, Nanan Pandan Yudhapramesti Pawit M. Yusuf, Pawit M. Purwanti Hadisiwi Rayni Delya Hafni Rudy Harjanto S. Bekti Istiyanto Santi Susanti Santi Susanti, Santi Sarah Aisha Shaharoun, Awaluddin Siregar, Rachmi Kurnia Siti Karlinah Sri Seti Indriani Sumin, Sumin Susanne Dida Susie Perbawasari Tedjakumala, Ingrid Tendy Y. Ramadin Tine Silvana Rachmawati Tine Silvana Rachmawati Ujang Asmara Utamidewi, Wahyu Utamidewi, Wahyu Ute Lies Siti Khadijah Wiratri Anindhita Wiratri Anindhita Yaputra, Albert Yudhawirawan, Radhi Abimanyu Yulia Ayriza Yuyu Yohana Risagarniwa