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All Journal Jobmark: Journal of Branding and Marketing Communication International Journal of Entrepreneurship, Business, and Creative Economy
Yuliarosa, Riska
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Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance 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.
Branderpreneurship Framing Analysis of MSME Brand "Daviena Skincare" Yuliarosa, Riska; Wijaya, Bambang Sukma
International Journal of Entrepreneurship, Business and Creative Economy Vol. 4 No. 2 (2024): July
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijebce.v4i2.2080

Abstract

Few MSME skincare and cosmetics brands focus on developing brand value to build their business. Among them is Daviena Skincare in Indonesia. This article examines Daviena's entrepreneurship-based brand development strategy using the Branderpreneurship Framing Analysis (BFA) methodology approach. BFA systematically traces and details the value development strategy according to the elements in BrandCoVD (Branderpreneurship's Circle of Values Development), namely identifying, creating, delivering, communicating, maintaining, evaluating, and renewing values. The analysis shows that as a startup that cannot afford influencers and celebrities like other skincare brands, Daviena Skincare utilizes social media with self-demo techniques by the owner and models to convince consumers of the unique advantages of its products. This communication technique provides a domino effect for consumer users to express their experiences through organic testimonials. This study can inspire other MSME and startup brands to develop their brand value with limited resources.
Co-Authors Agusta, Verry Anggia, Dwi Bambang Sukma Wijaya