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Asep Suryana
Universitas Pendidikan Indonesia
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Journal : LINIMASA: JURNAL ILMU KOMUNIKASI

 1 
EKSISTENSI BRAND COMMUNITY DI ERA KONVERGENSI: STUDI KASUS BRAND COMMUNITY KEJAR MIMPI OLEH BANK CIMB NIAGA DI ERA KONVERGENSI Putri, Aprilian; Suryana, Asep; Octavianti, Meria
Linimasa : Jurnal Ilmu Komunikasi Vol. 8 No. 1 (2025): Januari 2025
Publisher : Ilmu Komunikasi, FISIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/linimasa.v8i1.20343

Abstract

In the current media convergence era, businesses must be agile to remain in their industries and compete with competitors. One of the most promising strategies is brand community, which helps strengthen connection with customers. One of the businesses that has managed to keep up a brand community since 2017 is Bank CIMB Niaga. The focus of this research is to explore how Bank CIMB Niaga's brand community has grown also how the differences in communication messages through community activities and the official account @kejarmimpi.id on Instagram. To ascertain the variations in message depending on the central route and peripheral route, this study applies the Elaboration Likelihood Model theory. The method used is quantitative with a case study approach with data collection techniques through observation and documentation. The results of the study show that brand community packages messages with an emphasis on the central route on community activities that pay attention to the quality of the message and its relevance to the audience. On the other hand, brand community packages messages with an emphasis on the peripheral route on content shared on Instagram social media where it pays more attention to the attractiveness of content writing and the attractiveness of a Key Opinion Leaders (KOL). Overall, this study shows that CIMB Niaga's brand community can still exist because it has succeeded in packaging messages effectively by considering the audience's elaboration rutes.
Co-Authors - Sapriya Aan Komariah Aan Komariah Abubakar Abubakar Ade Suhendar Adi, Catur Pramono Agus Haris Widayat Agus Wuryanto Almadina Rakmaniar Amri Arbaini, Dyah Arini Nur Fariha Arip Amin Asgawanti, Eka Desy Atwar Bajari Centurion Chandratama Priyatna, Centurion Chandratama Cepi Triatna, Cepi Cucu Yuniarsih Dadang Sadeli Dadang Sugiana Dandi Supriadi David I. Philippov Dedi Rumawan Erlandia Dedy Achmad Kurniady Deni Kadarsah Denny Reza Kamarullah, Denny Reza Dewi Ainun Nafis Diding Nurdin, Diding Dikdik, Asep Djaman Satori, Djaman Dreitsohn Franklyn Purba Dwi Ajeng Maulidya Makalao Dwi Budi Santoso Eka Prihatin Eka Purnama Sari, Eka Purnama Eka Surachman Engkus Kuswarno Estu Niana Syamiya Fajar Syuderajat Fannia Juwita Permono fatimah Fatimah Firmansyah, Deri Firyal Fatin Oktaviani Funny Mustikasari Elita Gaffar, Mohammad Fakry Gina Sugina Hartati, Seri Hartati, Seri Hartika, Nely Hasan, Ansari Helina Apriyani Hendri Hermawan Adinugraha Herlina Agustin Hery Widijanto Iik Nurulpaik Iqbal Nugraha Ira Mirawati Ismail, Nurzali Ismail, R.Moh. iwan koswara, iwan Jenny Ratna Suminar Johar Permana Joko susila Josaphat Pramudijanto Junaidin Basri Karyat Heryana Komang Anggayana Lili Indarti Lina Herlina Lina Herlina Lishapsari Prihatini M. Irvan Gunawan M. Mirfani, Aceng Maulana, Muhammad Hikam Ma’mun, Muflih Meidita, Chairunnisa Tri Meria Octavianti, Meria Mien Hidayat Mikhail E. Kosov Minnah El Widdah Mohammad Fakry Gaffar Mohammad Fakry Gaffar Moza, Lygaya Natalia V. Lazareva Natalya I. Nikitina Nina Winangsih Syam Novebri Novebri Nugraha Suharto Nugraha, I Gusti Wayan Albar Nur Aedi, Nur Nur Hikmah Nurlaely Nurlaely Nurprapti Wahyu Widyastuti, Nurprapti Oktaviani, Firyal Fatin Olesya V. Dudnik Prakoso, Sugih Prihatin, Eka Prihatin, Eka Priyo Subekti Putri Trulline Putri, Aprilian R, Henny Sri Mulyani Ramdini, Henri Ramli, Taufik Hadi Randa, Agrian Ratu Rifa'i, Asep Achmad Rifai, Asep Achmad Rifqi Syauqi Hubby Rini Sugiarti, Lucia Ruhimat, Mochammad Devi Cahya S. Kunto Adi Wibowo Sa'ud, Udin Syaefuddin Saffanah, Moura Sahirah, Nahdah Nasya Santi Susanti, Santi sari, Herlina permata Satori, Djam’an Slamet Mulyana Sri Dewi Setiawati Sri Wiarti Suaebah, Ebah Sugina, Gina Suhariyad, Fendy Suhendar, Ade Sumarto Sumarto Sumarto Sumarto Sumiati Sumiati Sumiati Sumiati Sururi Sururi . Sururi Sururi, Sururi Suryadi Suryadi Suryadi Suryadi Susetyo, Dwinanto Priyo sutarsih, cicih Sutia, Cece Sutrisno, Bagus Oktori Suwandi Sumartias Syafei, M. Yani Tjujtju Yuniarsih Tjutju Yuniarsih, Tjutju Triana, Cepi Triana, Dewi Udin Sa'ud Udin Syaefudin Saud Ulfia Nanda Maulia Utomo, Ardian Setio Uud Wahyudin Veronica M. Grebennikova Widiawati Widiawati Wijaya, Rizki Ardiatama Yayah Rahyasih, Yayah Yenrizal Yenrizal Yuniarsih, Cucu Zaini Hafidh Zaky, Muhammad