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All Journal International Journal of Social Science Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Niko Yehezkiel
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Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Medicine & Pharmacology Public Health Social Sciences Other

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Komunikasi Pemasaran Global Terpadu: Tantangan di Era Digital Niko Yehezkiel; Nafiah Ariani
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 6 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah (in Press)
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i6.1405

Abstract

Discovery of computers and specifically the internet, led to fundamental changes in concept, strategy, tactic, and implementation of business, marketing, and marketing communications, which shifted from conventional to modern markets in the digital age. Integrated Marketing Communications (IMC) is a concept derived from the research made by practitioners and academics in anticipating the expiry of old strategies that are no longer reliable. In turn, IMC became a new paradigm to be used as a basic reference in facing challenges in the global market. The application of IMC concepts and strategies to the global market is known as Integrated Global Marketing Communications (IGMC) planning. Changes that occur in consumer behavior, message development patterns, the proliferation of media, especially digital media, and the integration of marketing communication elements are the basis of the IGMC strategic development plan. The implementation of the IGMC program can be expected to be a road map to achieve organizational and corporate success in the digital age. This paper synthesized the viewpoints of different experts and provides the author’s analysis, interpretation, and theorizing.
SYMBOLIC CONVERGENCE OF RESTORATION AND FANTASY THEMES IN STRENGTHENING THE NASDEM PARTY’S BRAND IDENTITY Niko Yehezkiel; Mirza Ronda; Hifni Alifahmi
International Journal of Social Science Vol. 5 No. 5 (2026): February 2026
Publisher : Bajang Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53625/ijss.v5i5.12403

Abstract

The National Democratic Party (NasDem) emerged by promoting the “Restoration of Indonesia” movement, an idea intended to revive the spirit of nationalism as envisioned in the 1945 Proclamation of Independence. The slogan “Restoration of Indonesia” distinguishes NasDem from other political parties; however, more than a decade later, tangible improvements in national and political conditions remain limited. The restoration concept has not been fully institutionalized within the party’s internal structure, creating a gap between political discourse and practical implementation. This study examines how NasDem’s symbolic cues communicate the idea of restoration, the fantasy themes that emerge in this communication, and how symbolic convergence occurs between party elites and constituents. It also analyzes the extent to which a communication model based on symbolic convergence and fantasy themes strengthens party brand identity. Grounded in Symbolic Convergence Theory (SCT) and Fantasy Theme Analysis (FTA) developed by Ernest G. Bormann, and reinforced by Kevin Lane Keller’s branding theory, this research adopts a post-positivist paradigm with a qualitative explanatory approach. Data were collected through online literature review, observation, expert interviews, and focus group discussions. The findings show that fantasy themes and symbolic cues are strategically used to communicate the “Restoration of Indonesia” narrative. Symbolic convergence occurs through restorative communication mechanisms aimed at building shared understanding between party elites and constituents. This communication model contributes significantly to strengthening brand identity. However, the study also reveals that inconsistencies between fantasy narratives and internal political practices may undermine the credibility and sustainability of the party’s brand identity
Co-Authors Alifahmi, Hifni Nafiah Ariani Ronda, Mirza Udi Rusadi