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All Journal Edukasi Islami: Jurnal Pendidikan Islam Journal of Management and Bussines (JOMB) Jurnal Kependidikan: Jurnal Hasil Penelitian dan Kajian Kepustakaan di Bidang Pendidikan, Pengajaran dan Pembelajaran Ilomata International Journal of Social Science Almufi Jurnal Pengabdian kepada Masyarakat Jurnal Manajemen Pendidikan Islam Journal of Innovative and Creativity INJECT Interdisciplinary Journal of Communication
Iswadi
Universitas Esa Unggul
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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Produk Gagal yang Jadi Viral: Studi tentang Reverse Branding dalam Komunikasi Pemasaran Vellicia Vellicia; Iswadi Iswadi
Journal of Innovative and Creativity Vol. 5 No. 2 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i2.2785

Abstract

The phenomenon of failed products going viral on social media reflects a paradigm shift in digital marketing communication. Reverse branding—a marketing strategy that deliberately embraces product failures or criticisms as part of the brand narrative—has proven effective in rebuilding positive brand image and increasing consumer engagement. This study aims to examine the effectiveness of reverse branding in the context of viral failed products and explore the opportunities and risks it entails. Using a qualitative approach based on literature review, this study highlights the role of social media, storytelling, and consumer participation in reshaping product and brand perceptions. The findings reveal that reverse branding can be a powerful strategy when implemented with honesty, creativity, and a deep understanding of the audience. However, it also carries potential risks if not managed properly, as it may lead to manipulative perceptions that harm brand reputation. This research contributes academically to the study of contemporary branding and offers practical implications for business actors, particularly MSMEs, in leveraging virality to strengthen their brand presence in the digital era.
Principal's Communication Style and its Impact on the Performance of State Civil Apparatus Otto Sariani Talaumbauna; Erman Anom; Iswadi Iswadi
Nidhomul Haq : Jurnal Manajemen Pendidikan Islam Vol 8 No 2 (2023): Management of Islamic Education
Publisher : Program Studi Manajemen Pendidikan Islam Institut Pesantren KH Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/ndh.v8i2.3873

Abstract

The leader is an authority figure in which case every gesture pattern and behavior can have an impact on the conditions and responses of subordinates and employees. The purpose of this study is to determine the impact and influence of the communication style and work motivation that the Principal of State Senior High School 57 Jakarta applies and has on the performance of the State Civil Apparatus (ASN) there. The method used in this research is a qualitative research method with the type of case study, the use of case studies because researchers can understand in depth the context, process, and complexity of the phenomenon being studied. The data collection techniques used are interviews, observation, and documentation. The results of the research found in the field show that the communication that exists between the Principal and all Teachers at SMAN 57 Jakarta is an effective communication style. Effective communication style allows the Principal to convey vision and goals, provide support to Teachers, promote collaboration, build trust, and solve problems together. In addition, based on the research conducted, it can be concluded that effective communication style is a manifestation of one of Horald-Lasswell's communication theories.
Co-Authors Alfian Devi Saufa Yardha Erman Anom Erman Anom Fery Abdul Pradana Halomoan Harahap Herinto Sidik Iriansyah Iriansyah, Herinto Sidik Maulizan ZA Meyanti Nurchaerani Michelle Putri Pardede Muhammad Shaleh Assingkily Muhyatun Muhyatun Otto Sariani Talaumbauna Rufaida Hanum Stevie Angel Feronica Makatita Syahiid Hidayatullah Rizkika Hartadhi Tamzil, Fachmi Tuhfah Humairoh Vellicia Vellicia Yanti Rahmi Nur