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All Journal Komunikator Al-I´lam: Jurnal Komunikasi dan Penyiaran Islam Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi) Journal of Social Studies (JSS) COMMICAST Sibatik Journal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Golden Ratio of Marketing and Applied Psychology of Business Golden Ratio of Mapping Idea and Literature Format Jurnal Ilmu Komunikasi Dan Media CHANNEL: Jurnal Komunikasi
Sumarlan, Iman
Department Of Communication Sciences, Faculty Of Literature, Culture And Communication, Universitas Ahmad Dahlan, Yogyakarta
Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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STRATEGI KOMUNIKASI INOVATIF DALAM MEMPROMOSIKAN IDEOLOGI ISLAM BERKEMAJUAN: PENDEKATAN MUHAMMADIYAH Ar Rafi, Khairi; Sumarlan, Iman
SIBATIK JOURNAL: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Vol. 4 No. 8 (2025)
Publisher : Penerbit Lafadz Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/sibatik.v4i8.3092

Abstract

This study explores the innovative communication strategies employed by Muhammadiyah in promoting the ideology of Progressive Islam through digital platforms. Utilizing the theoretical frameworks of Diffusion of Innovations (Rogers) and Communicative Constitution of Organizations (CCO), this research aims to examine how ideological messages are disseminated and adopted through digital communication channels. A qualitative approach was applied, involving in-depth interviews, direct observation, and document analysis of Muhammadiyah’s digital campaigns, including social media content and official publications. The findings reveal that the diffusion process follows a systematic progression, starting from knowledge exposure, persuasion, decision-making, implementation, to social confirmation. Muhammadiyah’s communication strategy integrates universal values such as education, social justice, and economic empowerment with engaging visual formats that appeal to digitally native youth. Inclusive narratives are delivered through infographics, videos, webinars, and action-based social programs, enhancing the relevance of the ideology in contemporary society. Furthermore, the involvement of charismatic figures, collaboration with educational institutions, and the use of Muhammadiyah’s organizational networks significantly accelerate the adoption of its messages. The study concludes that Muhammadiyah’s communication approach is adaptive, participatory, and context-sensitive, positioning it as a compelling model for ideological communication in the digital era. These findings contribute theoretically to the field of religious organizational communication and offer practical insights for developing technology-based da’wah strategies in the future.
Branding Strategy of Batik Sido Asih in Indonesia Syaukani, Ibnu Khalid; Sumarlan, Iman
Golden Ratio of Mapping Idea and Literature Format Vol. 6 No. 1 (2026): July - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmilf.v6i1.1588

Abstract

This study explores the branding strategy of Batik Sido Asih in Giriloyo Batik Village, Yogyakarta, focusing on how it attracts consumer interest amid competition from mass-produced batik and contemporary fashion trends. Using a qualitative descriptive approach, data were gathered through interviews with the owner, artisans, and customers, participant observation in the gallery and workshop, and documentation of digital promotional materials. Thematic analysis, following Miles and Huberman’s framework, identified key dimensions of branding based on Aaker’s Brand Equity Model: (1) brand awareness, (2) perceived quality, (3) brand associations, and (4) brand loyalty. Findings reveal that Batik Sido Asih builds strong brand awareness through consistent visual identity and active use of Instagram and TikTok. Traditional hand-drawn techniques using natural dyes sustain the perceived quality, which is openly demonstrated to consumers. Cultural storytelling and family heritage strengthen brand associations, while loyalty is fostered through personal interactions, workshops, and cultural tourism experiences. The study highlights how Batik Sido Asih integrates digital channels with traditional values, offering a model for micro-scale cultural enterprises. Theoretically, this research contributes to cultural branding literature in SMEs, while practically, it provides insights for traditional craft entrepreneurs to design authentic and competitive branding strategies in a digital marketplace.
Co-Authors Abbrar, M Chairil Adiprabowo, Vani Dias Alvian, Rivaldy Dwi Anis, Elis Zuliati Ar Rafi, Khairi Damayanti, Silviana Fitrianto, Alfian Bagus Hendra Darmawan Jimmy, Muhammad Fathur Rachman Lukman Hakim Mohamad, Rafidei Rizki Firmansyah Sabri Sabri Syaukani, Ibnu Khalid T.I.Ukka, Ibrahim