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Creative Cities and Brand Activation Strategies in Enhancing Reputation and Attracting Tourists Prayudi; Ardhanariswari, Kartika Ayu; Probosari, Ninik
Jobmark: Journal of Branding and Marketing Communication Vol. 6 No. 1 (2024): JOBMARK Vol 6 No 1 (July-December 2024)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v6i1.388

This study examines the impact of brand activation strategies on enhancing reputation and attracting tourists to Indonesia's creative cities. In response to the rapid growth of the creative economy and the rising importance of city branding in global competition, the research aims to evaluate how these strategies are employed to drive urban development and economic growth. Utilizing a qualitative approach, including interviews, observations, and document analysis, the study provides insights into the practical implementation of brand activation across multiple Indonesian cities. The findings suggest that effective brand activation, deeply rooted in local culture and creativity, is essential for shaping a city's identity and appeal. The research concludes that successful brand activation requires a multifaceted approach involving stakeholder collaboration, effective marketing, and a commitment to preserving cultural heritage. However, it is essential to note that this study has limitations, such as the focus on a specific region and the qualitative nature of the research. These limitations should be considered when interpreting the findings. This approach is vital for Indonesian cities establishing themselves as prominent creative hubs in the ASEAN region. The study concludes with practical recommendations for policymakers and branding professionals to strengthen city branding efforts and improve the reputation and tourist attraction of Indonesia's diverse urban landscapes.

INDEPENDENT CAMPUS IMPLEMENTATION AT UPN “VETERAN” YOGYAKARTA Kusumo, Yudhy Widya; Ardhanariswari, Kartika Ayu; Perdana, Arika Bagus; Indah, Sika Nur
The Indonesian Journal of Communication Studies Vol 13, No 2 (2020): The Indonesian Journal of Communication Studies
Publisher : Department of Communication Studies, Faculty of Social and Political Sciences Universitas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31315/ijcs.v13i2.4067

Independent campus policy was a form of Student Centred Learning (SCL) actual implementation. Through this policy, learning might be performed outside campus area, yet still within lecturer’s supervision. The policy implementation needed carefulness. Objective of this research was to establish the implementation of independent campus at UPN “Veteran” Yogyakarta. This research used qualitative descriptive method using in-depth interview. This research, also, used diffusion of innovation theory to see how the adaptation process performed by academics of UPN “Veteran” Yogyakarta in implementing independent campus policy. Result of this research showed that University of National Development (UPN) “Veteran” Yogyakarta satisfied Independent Campus program preparation in the future and would be elaborated and referred to 5 decision making processes. Stages in diffusion of innovation were stages of knowledge, persuasion, decision, implementation, and confirmation. Lecturer as educator had been socialized about Freedom to Learn – Independent Campus (MBKM) program. Therefore, after draft of Independent Campus had been implemented, freshmen would be the first batch that would be tried with this policy. In competency, UPN “Veteran” Yogyakarta lecturers had been known that they met the teaching quality standard. In addition, learning process method would be made creatively and innovatively to balance the MBKM dynamics.

Social media marketing campaign #realsupport to develop consumers brand engagement Uniqlo Indonesia Dianthea, Anastasia Salsa; Fatonah, Siti; Ardhanariswari, Kartika Ayu
The Indonesian Journal of Communication Studies Vol 16, No 2 (2023): The Indonesian Journal of Communication Studies
Publisher : Department of Communication Studies, Faculty of Social and Political Sciences Universitas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31315/ijcs.v16i2.11570

Various brands are increasingly using social media marketing strategies. This activity encourages companies to increase the emotional bond between brands and consumers. Therefore, local and international brands compete with each other to carry out effective and innovative social media marketing strategies. Through this social media marketing strategy, Uniqlo Indonesia presents the #RealSupport campaign movement with Creative House 6616 with the main objective of getting customer brand engagement while at the same time meeting the key performance indicators of the campaign. Some of the objectives of this study are to 1) find out the process of formulating Creative House 6616's social media marketing strategy in building Uniqlo Indonesia's customer brand engagement. 2) knowing the form of customer brand engagement in Uniqlo Indonesia's #RealSupport campaign. This study uses the concept of Breakenridge's Social Media Strategy Wheel, Media Ecology Theory, and the concept of Customer Brand Engagement. The research method uses descriptive qualitative with case studies through observation and in-depth interviews to collect data. This study finds that Creative House 6616 implements social media marketing strategies organically in every process. By utilizing Key Opinion Leaders, Uniqlo can build engagement on the Uniqlo Instagram account. Not only successful in getting engagement with the achievement of intention to buy and use, intention to recommend, electronic word of mouth, and loyalty, the #RealSupport campaign has also become a social movement to support women throughout Indonesia. The campaign's success can also be seen from the use of the #RealSupport hashtag on all AIRism Uniqlo product variants even though the campaign has long been over

INDEPENDENT CAMPUS IMPLEMENTATION AT UPN “VETERAN” YOGYAKARTA Kusumo, Yudhy Widya; Ardhanariswari, Kartika Ayu; Perdana, Arika Bagus; Indah, Sika Nur
The Indonesian Journal of Communication Studies Vol. 13 No. 2 (2020): The Indonesian Journal of Communication Studies
Publisher : Department of Communication Studies, Faculty of Social and Political Sciences Universitas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31315/ijcs.v13i2.4067

Independent campus policy was a form of Student Centred Learning (SCL) actual implementation. Through this policy, learning might be performed outside campus area, yet still within lecturer’s supervision. The policy implementation needed carefulness. Objective of this research was to establish the implementation of independent campus at UPN “Veteran” Yogyakarta. This research used qualitative descriptive method using in-depth interview. This research, also, used diffusion of innovation theory to see how the adaptation process performed by academics of UPN “Veteran” Yogyakarta in implementing independent campus policy. Result of this research showed that University of National Development (UPN) “Veteran” Yogyakarta satisfied Independent Campus program preparation in the future and would be elaborated and referred to 5 decision making processes. Stages in diffusion of innovation were stages of knowledge, persuasion, decision, implementation, and confirmation. Lecturer as educator had been socialized about Freedom to Learn – Independent Campus (MBKM) program. Therefore, after draft of Independent Campus had been implemented, freshmen would be the first batch that would be tried with this policy. In competency, UPN “Veteran” Yogyakarta lecturers had been known that they met the teaching quality standard. In addition, learning process method would be made creatively and innovatively to balance the MBKM dynamics.

Social media marketing campaign #realsupport to develop consumers brand engagement Uniqlo Indonesia Dianthea, Anastasia Salsa; Fatonah, Siti; Ardhanariswari, Kartika Ayu
The Indonesian Journal of Communication Studies Vol. 16 No. 2 (2023): The Indonesian Journal of Communication Studies
Publisher : Department of Communication Studies, Faculty of Social and Political Sciences Universitas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31315/ijcs.v16i2.11570

Various brands are increasingly using social media marketing strategies. This activity encourages companies to increase the emotional bond between brands and consumers. Therefore, local and international brands compete with each other to carry out effective and innovative social media marketing strategies. Through this social media marketing strategy, Uniqlo Indonesia presents the #RealSupport campaign movement with Creative House 6616 with the main objective of getting customer brand engagement while at the same time meeting the key performance indicators of the campaign. Some of the objectives of this study are to 1) find out the process of formulating Creative House 6616's social media marketing strategy in building Uniqlo Indonesia's customer brand engagement. 2) knowing the form of customer brand engagement in Uniqlo Indonesia's #RealSupport campaign. This study uses the concept of Breakenridge's Social Media Strategy Wheel, Media Ecology Theory, and the concept of Customer Brand Engagement. The research method uses descriptive qualitative with case studies through observation and in-depth interviews to collect data. This study finds that Creative House 6616 implements social media marketing strategies organically in every process. By utilizing Key Opinion Leaders, Uniqlo can build engagement on the Uniqlo Instagram account. Not only successful in getting engagement with the achievement of intention to buy and use, intention to recommend, electronic word of mouth, and loyalty, the #RealSupport campaign has also become a social movement to support women throughout Indonesia. The campaign's success can also be seen from the use of the #RealSupport hashtag on all AIRism Uniqlo product variants even though the campaign has long been over

Branding the Creative City of Design: Lesson from Singapore Prayudi, Prayudi; Ardhanariswari, Kartika Ayu; Probosari, Ninik
Jurnal Ilmu Komunikasi Vol 20 No 3 (2022)
Publisher : Univeritas Pembangunan Nasional "Veteran" Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31315/jik.v20i3.8331

Over the last two decades, creative cities have become an issue of interest as governments in several countries have worked to develop ecosystems where the creative class can innovate and share ideas. Many city governments focus more on developing creative cities and pay less attention to their city's branding. This study aims to see Singapore as a newly appointed UNESCO creative city brand, even though it already has a destination brand. There are challenges about which brand should come first or how to strategically brand a city and ensure all interests are accommodated in the branding process. This study uses a qualitative method with in-depth interview data collection techniques with the Head of the Singapore Polytechnic Department of Architecture and Design, literature studies through books, journals, newspapers, and related matters, as well as observations in the city of Singapore. The results of this study show that Singapore's branding as a creative city of design is a component of the city-state's leading branding. First, the city branding process includes identifying the uniqueness of the city brand. In this case, the emphasis on Singapore is built and grown by design. Next is the development of a brand identity that differentiates Singapore from other UNESCO design creative cities. Finally, the delivery of brand messages to all relevant stakeholders. This research contributes to the development of branding concepts related to creative cities.

Unveiling the Online Presence: A Comparative Study of Social Media Use in Branding Creative Cities - A Case Study of Singapore and Bandung Prayudi, Prayudi; Ardhanariswari, Kartika Ayu; Probosari, Ninik
Jurnal Ilmu Komunikasi Vol 22 No 1 (2024): April 2024
Publisher : Univeritas Pembangunan Nasional "Veteran" Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31315/jik.v22i1.11547

This article compares the social media strategies and engagement metrics utilized by two prominent creative cities, Singapore and Bandung. Singapore and Bandung are creative cities using different social media techniques and measurements. This research examined how the Singapore Design Council and Bandung Creative City Forum used social media to brand their cities. This research further analyzes social media in terms of reach and sentiment. The study adopted descriptive and social media analyses. The purpose was to obtain social media strategies and compare their social media channels, mentions, reach, and sentiment. The research findings show that Singapore's leading creative city branding platform is Instagram, proposing a more focused strategy. Bandung communicates with its numerous online citizens via Instagram and Twitter. Bandung generates more social media mentions and reaches, indicating a more active and engaged online community. Despite this, Singapore's social media sentiment is overwhelmingly positive, reflecting a solid and favorable perception of the city as a creative center. In addition, the study emphasizes the significance of platform selection and content diversity when developing social media strategies. This comparative analysis contributes to a comprehension of the effective use of social media for creative city branding. The study informs stakeholders in Singapore and Bandung about the strengths, limitations, and opportunities of their social media engagement. By utilizing these findings, policymakers, urban planners, and creative industry professionals can enhance their efforts to promote their cities as thriving creative centers.

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