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p-Index From 2021 - 2026
0.444
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All Journal Jobmark: Journal of Branding and Marketing Communication
Agusta, Verry
Unknown Affiliation
Arts Humanities Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Social Sciences

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Is Gen-Z Aware of the SatuSehat Platform as an Extension of the PeduliLindungi Application? : Branding Effects Model Approach Agusta, Verry; Anggia, Dwi; Yuliarosa, Riska
Jobmark: Journal of Branding and Marketing Communication Vol. 5 No. 2 (2024): JOBMARK Vol 5 No 2 (January-June 2024)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v5i2.286

Abstract

The SatuSehat application is a connecting platform that integrates individual health data between health service facilities in electronic medical records, transforming PeduliLindungi. SatuSehat aims to create an integrated public health information system between all health facilities, such as hospitals, health centers, clinics, pharmacies, and laboratories connected through the Satu Sehat platform. Thus, creating a more unified and integrated digital health information ecosystem can help the government make better decisions and provide more effective services to the community. This article explores the brand awareness of the SatuSehat application from the perspective of Wijaya's AKIELS model with a qualitative case study method. The primary data source for the research is Generation Z from Bakrie University. Secondary data related to SatuSehat was obtained from Ministry of Health spokesperson Siti Nadia Tarmizi. Data collection was carried out using in-depth interviews, observation, and searching digital and scientific documents. The results show that the SatuSehat application is still at the brand recognition stage because the respondents recognized the brand after receiving reminders via assistance. In this case, informants first remembered the PeduliLindungi application before mentioning the SatuSehat application.
Handling Brand Crisis through Digital Public Relations: The Case of Esteh Indonesia Agusta, Verry
Jobmark: Journal of Branding and Marketing Communication Vol. 4 No. 1 (2022): JOBMARK Vol 4 No 1 (July-December 2022)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v4i1.198

Abstract

Esteh Indonesia, a rapidly growing tea outlet brand, faced a severe digital crisis when a consumer complaint went viral on TikTok, garnering more than 1.5 million views and threatening the brand’s reputation. This study aims to analyze how Esteh Indonesia managed the brand crisis through digital public relations strategies to restore consumer trust and brand image. Using a qualitative case study approach, data were collected from documentation of viral content, official corporate statements, and online media coverage, and then analyzed thematically with Benoit’s Image Restoration Theory and the Social-Mediated Crisis Communication framework. The findings reveal that Esteh Indonesia employed a combination of strategies (public apology, corrective action, mediation with consumers, and the recruitment of a celebrity figure as CEO and spokesperson) that successfully mitigated the crisis and revitalized brand perception. The emphasis on swift response created a sense of reassurance and control, which was crucial for calming public concern. Practically, this study highlights the importance of rapid, transparent, and multivocal digital PR interventions in crisis management, fostering feelings of safety and confidence among the audience.
Co-Authors Anggia, Dwi Yuliarosa, Riska