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Journal : Kiwari

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Studi Pengelolaan Brand Voice untuk Konten Digital oleh Social Media Officer Nada, Na Quita; Sari, Wulan Purnama; Utami, Budi
Kiwari Vol. 4 No. 4 (2025): Kiwari
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ki.v4i4.36817

Abstract

As digital creative agencies handle multiple brands across different platforms, the need to maintain a clear and consistent brand voice becomes increasingly important. The paper explores how the Social Media Officer (SMO) at PT Idein Kreatif Indonesia manages this task while navigating the daily demands of content production. The analysis draws on Communication Accommodation Theory to understand how the SMO adjusts tone, rhythm, and language style to match the character of each platform, and on Symbolic Interactionism to see how meanings are shaped through collaboration with designers and decision-makers. Using a qualitative case study approach, the research is based on interviews, direct observation, and internal documents such as brand guidelines and the Creative Communication Strategy. The findings reveal several key practices: adapting the brand’s persona for different platforms, maintaining alignment between verbal and visual elements, and handling the practical challenges that appear in fast-paced creative work. These insights show that brand voice management is not simply a technical routine but a continuous process that involves negotiation, interpretation, and teamwork. The paper concludes by emphasizing the strategic role of SMO in shaping how brands “sound” and “show up” in today’s digital landscape. Dalam perkembangan industri kreatif digital, tuntutan untuk menjaga konsistensi brand voice semakin besar, terutama bagi agensi yang menangani berbagai platform sekaligus. Tulisan ini membahas bagaimana Social Media Officer (SMO) di PT Idein Kreatif Indonesia menata dan menyesuaikan gaya komunikasi brand dalam proses produksi konten sehari-hari. Dengan menggunakan Teori Akomodasi Komunikasi, pembahasan menyoroti bagaimana SMO menyesuaikan pilihan kata, ritme, dan cara bertutur agar sesuai dengan karakter audiens tiap platform. Sementara itu, pendekatan Interaksi Simbolik digunakan untuk melihat bagaimana makna pesan terbentuk melalui interaksi dengan desainer dan pengambil keputusan. Penelitian dilakukan dengan metode studi kasus melalui wawancara, observasi, dan telaah dokumen internal seperti brand guidelines dan Creative Communication Strategy. Temuan menunjukkan bahwa pengelolaan brand voice melibatkan adaptasi persona merek, penyelarasan elemen verbal dan visual, serta penanganan tantangan yang muncul ketika ritme kerja berubah-ubah. Keseluruhan proses memperlihatkan bahwa menjaga brand voice bukan tugas teknis semata, melainkan proses strategis yang menuntut interpretasi, koordinasi, dan pemahaman mendalam terhadap identitas merek. Melalui hasil ini, peran SMO tampak semakin penting dalam membentuk kehadiran digital sebuah merek.
Personal Branding Kreator Gen Z dalam Membentuk Literasi Keuangan di TikTok Wee, Angeline; Paramita, Sinta; Utami, Budi
Kiwari Vol. 5 No. 1 (2026): Kiwari
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ki.v5i1.37007

Abstract

The development of social media has opened up opportunities for young people, especially Gen Z, to build digital identities and shape audience behavior through creative content. One example of this is seen in content creators on TikTok who develop personal branding to convey financial education. This study aims to determine the personal branding strategies used by Gen Z content creator @jsnnath in shaping a digital identity through financial education content, influencing audience perceptions, and its impact on the development of financial literacy. This study uses the theories of mass self communication, personal branding strategies, and impression management as a foundation. The research method used was a case study with a qualitative approach through interviews, observation, and documentation. The results showed that @jsnnath built a personal brand through consistent delivery of educational content, a simple and easy-to-understand communication style, and the use of strategies such as self-confidence, self-promotion, setting a good example, and humility and collaboration to strengthen the image of competence and humanity. Furthermore, the digital identity was formed through consistent visuals, interactive responses, and an emphasis on educational value that is free from manipulation. This strategy successfully built audience trust and strengthened its position as a reference for financial literacy among Gen Z. Perkembangan media sosial telah membuka peluang bagi generasi muda, khususnya Gen Z, untuk membangun identitas digital sekaligus membentuk perilaku audiens melalui konten kreatif. Salah satu bentuk pemanfaatannya terlihat pada content creator di TikTok yang mengembangkan personal branding untuk menyampaikan edukasi keuangan. Penelitian ini bertujuan untuk mengetahui strategi personal branding yang digunakan oleh content creator Gen Z @jsnnath dalam membentuk identitas digital melalui konten edukasi keuangan, perannya terhadap persepsi audiens, serta kontribusinya dalam membentuk literasi keuangan. Penelitian ini menggunakan landasan teori mass self communication, strategi personal branding, dan impression management. Metode penelitian yang digunakan adalah studi kasus dengan pendekatan kualitatif melalui wawancara, observasi, dan dokumentasi. Hasil penelitian menunjukkan bahwa @jsnnath membangun personal branding melalui konsistensi penyampaian konten edukatif, gaya komunikasi yang sederhana dan relevan, serta penggunaan strategi seperti penghargaan diri, promosi diri, pemberian contoh baik, serta kerendahan hati dan kolaborasi untuk memperkuat citra kompeten sekaligus humanis. Selain itu, identitas digital dibentuk melalui visual yang konsisten, respon interaktif, dan penekanan pada nilai edukatif yang bebas dari manipulasi. Strategi tersebut berhasil membangun kepercayaan audiens serta memperkuat posisinya sebagai rujukan literasi keuangan di kalangan Gen Z.
Co-Authors Adhi, Bilal Wahyu Adimudra, Dyah Ayu Saraswati Agus Wagyana Agustin, Sri Kurniasih Ahmad Fahrudin Ainun Mardiah Ainuzzahroh, Naila Zulfa Ambar Sulistyo Wardhani Anisah Anisah Ashadi Ashadi, Ashadi Asri Nugraheni, Febriani Sarwendah Astari, Mardhiyah Ayu Astuti, Enny Diah Ayu Candraningrum, Diah B, Rinda Indriana Bakti Mulyani Baso Intang Sappaile, Baso Intang Bayu Antrakusuma, Bayu Bramastia Bramastia, Bramastia Budiharto Budiharto Candraningrum, Diah Ayu Christera Kuswahyu Indira Dandun Widhiantoro Desi Fitriana, Desi Dina Destari Djunaidi, Ahmad dwi wahyono Eny Setyaningsih, Eny Erna Kustyarini Fajar, Adik Muhammad Fathurahman, Mohamad Firdaus, Prisma Satria Fitria Meisarah Fitriah, Siti Nafi’atul Gafar Yoedtadi, Muhammad Gunawan, Kadek Dwi Hendratama Gunawan, Kadek Dwi Hendratma Handayani Handayani Haryono *, Haryono Hening Purnamawati Hernama, R Hernama, R. Hidayat, M. Syamsul Ibrahim, Mozart Malik Ika Yuniwati, Ika Iman Murtono Soenhadji Imron, Erlambang Muhammad Irfan Ardiansyah Isma Aziz Fakhrudin Ismail, Mohamad kasnowo, kasnowo Katrin Katrin Khasanah, Annisa Nur Khoirunnisa, Sindy Krisna Rendi Awalludin Kus Sri Martini Lies Handrijaningsih Lina Mahardiani Martani Martani Mia Aina Mirda, Rizyana Mohammad Masykuri Muhammad Nur Hudha Muhammad, Nagib Mujiyani Mujiyani Mujiyani, Mujiyani Mulatsih Mulatsih Murni Ramli Nada, Na Quita Nove, Albertus Hengka Novita Wulandari Nurhanimah, Nurhanimah Nurma Yunita Indriyanti Nursalsabila, Zamzami Nurul, Lutvia Nuryandari Patria Sukmawati Pattiruhu, Fransisca Jallie Pattiruhu, Hellen Perdana, Endika Permatasari, Eva Prasadityo, Bayu Rizki Prasetyo, Opik Rachman, Hening Triandika Rachman, Reza Saeful Rahayuningtyas, Annisa Cahya Retno Hapsari, Zita Ridhani, Jovita Riezky Maya Probosari Rini, Endah Febri Setiya Rosadi, Santi Dwi Rosyada, Ahyana S. Tiwi Anggraeni S.Pd. M Kes I Ketut Sudiana . Salsabila, Tiara Hasna Sari, Meida Wulan Sariyati, Sariyati Savitri Setyo Utami, Lusia Sembiring, Tamaulina Br. Septi Mariani, Septi Setiana, Hatib Setyanto, Yugih Setyariningsih, Eny Silvita, Silvita Sinta Paramita Siregar, Achiruddin Sri Hermawati Sri Murtiasih Sri Sapto Darmawati Sri Yamtinah Suarti, Suarti Subroto, Desty Endrawati Suciati Suciati Suciati Suciati*, Suciati Suhendra, Susi Sulistyo Saputro Supurwoko Sutarjo, Puji SYAMSUL HIDAYAT Tamaulina Br Sembiring Tanghal, Analiza B. Utami Wijayanti Utomo, Ely Sapto Violin, Vivid Waliulu, Yuniar Sakinah Wardani, Putri Kusuma Wariunsora, Marlen Wee, Angeline Widayatmoko, Widayatmoko Wulan Purnama Sari Yuli Rohmiyati zulhelman