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All Journal Jurnal The Messenger Communicator Sphere
Riandra Fahrezi, Revanza
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Languange, Linguistic, Communication & Media Social Sciences

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Fan Loyalty, Event Marketing dan Pengaruhnya terhadap Brand Image: (Studi pada Fans KPop) Jasmine Alya Pramesthi; Riandra Fahrezi, Revanza; Pradana, Yoka
Communicator Sphere Vol. 4 No. 1 (2024): June 2024
Publisher : Universitas Bhayangkara Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55397/cps.v4i1.112

Abstract

Di pasar KPop Indonesia, fan loyalty memainkan peran penting dalam brand ambassador, terutama di industri kecantikan, yang dicontohkan oleh EXO yang mendukung Scarlett Whitening dan Sehun dari EXO untuk Whitelab. Penelitian ini mempelajari dampak fan loyalty dan event marketing terhadap brand image, dengan menganalisis dua event tertentu: "SCARLETT X EXO Glow to You Meet & Greet" dan "Whitelab: One Memorable Day with Scientist Ganteng Oh Sehun." Tanggapan media sosial setelah acara-acara ini memicu ketertarikan, mendorong spekulasi tentang pengaruhnya terhadap brand image. Berfokus pada fandom EXO-L, penelitian ini mengumpulkan data dari 225 responden melalui kuesioner online, dengan menggunakan regresi linier berganda untuk analisis. Hasil penelitian mengungkapkan bahwa fan loyalty dan event marketing secara kolektif memiliki pengaruh yang signifikan terhadap brand image. Menariknya, responden menunjukkan sikap yang lebih positif terhadap Scarlett Whitening dibandingkan dengan Whitelab, menggarisbawahi pentingnya fan loyalty dalam memperkuat brand image melalui event marketing. Penelitian ini mengeksplorasi wawasan tentang peran idol KPop dalam branding, menekankan sinergi antara event marketing dan fan loyalty untuk komunikasi brand yang efektif.
Gaya Kepemimpinan dan Komunikasi Organisasi yang Selaras dengan Budaya di PT ASBO Riandra Fahrezi, Revanza; Ilfandy Imran, Ayub
Jurnal The Messenger Vol. 17 No. 2 (2025): May-August
Publisher : Universitas Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26623/themessenger.v17i2.12050

Abstract

Purpose: This study aims to explore how leadership style contributes to build an effective internal communication as part of corporate communication that aligns with the company’s corporate identity. The research focuses on PT ASBO, a multinational company that have a unique and different corporate identity. This study aims to understand the dynamics between leadership, internal corporate communication, and their corporate identity in practice.   Methods: This research employs a qualitative approach using a case study method. Data were collected through in-depth interviews with a superior as key informant and subordinate as supporting informants within one department in PT ASBO where both of them works at the company for 17 years. Informants are selected to gain insights into leadership practices and communication patterns that happens in a specific department.   Findings: The findings indicate that manager’s participative leadership style engages team members in discussions and decision‐making, fostering internal corporate communication grounded in respect, empathy, audibility, clarity, and humble principles. This leadership style approach enhances and embodies the company’s corporate identity, particularly its values to diversity, equity, and inclusion.   Originality: This research offers a unique contribution by exploring how leadership style supports internal communication as a part of corporate communication aligned with the company’s corporate identity which is culture as one of the elements of corporate identity, particularly in a multinational company context that may contrast with local culture. Making it a valuable contribution to corporate communication.
Co-Authors Ayub Ilfandy Imran Jasmine Alya Pramesthi Yoka Pradana