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All Journal Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia Ilomata International Journal of Management Ilomata International Journal of Social Science
Deddy Muharman
LSPR Institute of Communication and Business
Religion Humanities Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Crisis-Driven Rebranding and Narrative Strategy: The Transformation of Kutus Kutus into Sanga Sanga Latifa Ramonita; Deddy Muharman; Chelma Destria; Eka Bella Ferlinda Furkan
Ilomata International Journal of Social Science Vol. 7 No. 2 (2026): April 2026
Publisher : Yayasan Ilomata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijss.v7i2.2067

Abstract

Rebranding often becomes a strategic imperative, not merely an option, especially when a brand faces massive internal crises and market challenges. This qualitative study examines the rebranding strategy employed by Babe Bambang Pranoto, founder of PT Kutus-Kutus Herbal, in transforming the brand from "Kutus Kutus" to "Sanga Sanga". Through an in-depth analysis of autobiographical narratives, social media content, and public interviews, this research reveals how a defensive-progressive rebranding approach was implemented. The findings indicate that this strategy was constructed and communicated in social media as a means of restoring consumer trust, particularly through authentic storytelling and the strategic use of digital platforms, rather than through empirically measured consumer responses. The brand's repositioning into the premium segment, underpinned by locally resonant cultural symbolism articulated as a branding narrative, and integrate cultural symbolism in support of premium market repositioning. This study provides a valuable conceptual and analytical insights for understanding crisis-driven rebranding, especially for heritage brands navigating legitimacy, authenticity, and identity reconstruction in the digital era. These conclusions are derived from interpretive narrative and communication analysis rather than direct measurement of consumer attitudes or market performance.
Brand Perception of Kopi Kenangan as Green Economy Brands in Sustainable Business Practices Deddy Muharman; Marlinda Irwanti
Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia Vol. 10 No. 2 (2025): December 2025 - Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia
Publisher : Ikatan Sarjana Komunikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25008/jkiski.v10i2.1243

Abstract

This study aims to analyze consumer perception of Kopi Kenangan as a green economy brand and its impact on loyalty as part of their sustainable business practices. With consumer awareness of sustainability increasing, this study examines how sustainability initiatives such as the use of eco-friendly materials, operational efficiency, and collaboration with local communities affect consumer perceptions. Using a qualitative approach, this study applies document analysis to company reports, media reports, and digital content used by Kopi Kenangan in communicating its sustainability commitments. The goal is to identify communication patterns and brand strategies that shape consumer perception of Kopi Kenangan as a green brand. The results of this research are expected to provide strategic input for startups and other F&B industry players in developing a sustainable and credible brand image in the eyes of consumers.The results of the study are expected to provide strategic insights for Kopi Kenangan to strengthen the brand's green image through a consistent and credible communication strategy, as well as make a theoretical contribution to the literature related to the perception of green brands in Indonesia. This research is also expected to serve as a reference for other brands that want to integrate green economy principles in their business strategies.
Persuasive Through Ethos, Logos, and Pathos in BTS' Speech at The White House Renita Nabila Putri; Deddy Muharman; Fath Mashuri
Ilomata International Journal of Management Vol. 5 No. 2 (2024): April 2024
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijjm.v5i2.1015

Abstract

Race is the diversity given by God Almighty. Race can be understood as the distinctive characteristics of a nation in groups based on different physical characteristics. This difference is a beautiful thing because humans do not only consist of one group, but also various groups with differences that can complement one another. Unfortunately, in the reality of social life, there is still discrimination against certain races with different physical forms from the majority in a region. The United States is an example of a country that has the highest level of racism in the world. The Asian-American race often experiences acts of racism that result in fatalities. BTS, a band from South Korea, became the representative of Asians invited by Joe Biden to speech at The White House to express their concern about hate crimes. The purpose of this study is to analyze BTS' speech regarding racial issues towards Asians at The White House from the perspective of Rhetorical theory using the elements of ethos, logos, and pathos. The speech reflected the reality of racism towards Asian ethnic groups, as well as a solution to end this problem by fighting racism at all levels of society. This research uses the interview method by collecting primary and secondary data from relevant books, journal articles, and websites to analyze the Rhetoric speech by BTS in order to get accurate results. The implications of the results of this study include improving Rhetoric not only used in Political occasions but can be used for anyone like BTS did from an entertainment background.
Co-Authors Chelma Destria Eka Bella Ferlinda Furkan Fath Mashuri Marlinda Irwanti Ramonita, Latifa Renita Nabila Putri