Article Per Year (5 Year)
p-Index From 2021 - 2026
0.61
P-Index
This Author published in this journals
All Journal Jurnal Penelitian Inovatif Jobmark: Journal of Branding and Marketing Communication
Syarifa, Nabila
Unknown Affiliation
Arts Humanities Decision Sciences, Operations Research & Management Education Engineering Languange, Linguistic, Communication & Media Public Health Social Sciences

Published : 3 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 3 Documents
Search

 1 
How Nostalgic are You? : An Experientially-meaningful Communication of #NutrisariBernostalgia Campaign Ardamas, Bayu Rustam; Yuliana, Mega; Pradipta, Ganuardi; Syarifa, Nabila; Astuti, Puji; Wiraditi, Ratu Balqis
Jobmark: Journal of Branding and Marketing Communication Vol. 3 No. 1 (2021): JOBMARK Vol 3 No 1 (July-December 2021)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v3i1.307

Abstract

In communicating its iconic glass bottle edition of Nutrisari Jeruk, Nutrisari released an attractive advertisement on October 7, 2023. This advertisement also marks Nutrisari's 45th anniversary. This advertising approach exploits longing and curiosity and evokes specific memories about when not everyone could enjoy this 'expensive' and 'exclusive' drink product. Tne could enjoy these 'expensive' and 'exclusive' beverage products. The copywriting also includes the importance of nostalgia, citing expert statements. By highlighting audience comments via Nutrisari's social media accounts, this article discusses the relatability of Nutrisari's nostalgic messages from the perspective of Komunikasi Berasa (experientially-meaningful communication) theory with its six dimensions (Wijaya, 2009): sensorial meaningfulness, emotional, rational, relevant, beneficial, and social. This study can be a reflection for brands in optimizing the meaningfulness of their campaign messages to be more connected and relevant to their consumer audiences.
Blooper and Popular: Creative Brand Publicity Strategy of Head & Shoulders Putri , Savira Nurindra; Syarifa, Nabila; Hadinugroho, Farid
Jobmark: Journal of Branding and Marketing Communication Vol. 7 No. 2 (2026): JOBMARK Vol 7 No 2 (January-June 2026)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v7i2.404

Abstract

This article focuses on public discourse and media coverage related to the Creative Brand Publicity (CBP) strategy implemented by Head & Shoulders Indonesia. The strategy, featuring bloopers with the famous actor Joe Taslim, is a key element in creating a connection with the audience. Using a case study method and Wijaya's Creative Brand Publicity theory approach, this study observes and analyzes digital texts related to aspects of mood, moment, movement, and public and media audience conversations. The innovative CBP strategy, as applied by Head & Shoulders, increases brand awareness and consumer engagement and gains extensive publicity, virality, public enthusiasm, and word-of-mouth. These bloopers have garnered significant attention with millions of views on YouTube, creating entertaining and memorable content. The positive response to the program's creativity demonstrates the effectiveness of CBP in building emotional connections with consumers and strengthening brand image. The CBP strategy employed through Joe Taslim's Head & Shoulders bloopers successfully leverages humor and authenticity to create strong emotional connections and enhance brand relatability. This approach increases organic audience engagement and reinforces the brand's image as genuine and approachable, leading to sustained consumer loyalty.
Cultural Insight dan Wordplay sebagai Strategi Creative Brand Publicity: Studi Semiotik terhadap Iklan Head & Shoulders Syarifa, Nabila; Wijaya, Bambang Sukma
Jurnal Penelitian Inovatif Vol 6 No 2 (2026): JUPIN Mei 2026
Publisher : CV Firmos

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54082/jupin.2398

Abstract

Perkembangan industri periklanan mendorong perusahaan untuk menciptakan pesan komunikasi yang kreatif guna menarik perhatian khalayak dan memperkuat ingatan terhadap merek (brand recall). Salah satu strategi yang digunakan adalah publisitas merek kreatif, yang menekankan penggunaan ide-ide kreatif dalam menyampaikan pesan iklan. Fenomena ini terlihat dalam iklan Head & Shoulders yang menampilkan frasa “Hed En Sower,” sebuah bentuk permainan kata (wordplay) yang menyerupai pelafalan nama merek tersebut, namun ditulis secara berbeda. Penelitian ini bertujuan untuk menganalisis bagaimana publisitas merek kreatif dalam iklan tersebut dikonstruksi melalui wawasan budaya (cultural insight) dan permainan kata. Penelitian ini menggunakan pendekatan kualitatif dengan analisis semiotika. Analisis dilakukan dengan mengidentifikasi tanda-tanda visual dan verbal dalam iklan serta menginterpretasikan maknanya melalui tiga tingkatan signifikasi: denotasi, konotasi, dan mitos. Data diperoleh melalui dokumentasi video iklan Head & Shoulders yang dipublikasikan di kanal YouTube resmi Head & Shoulders Indonesia. Hasil penelitian menunjukkan bahwa frasa “Hed En Sower” merepresentasikan fenomena budaya di mana masyarakat mengadaptasi pelafalan nama merek asing ke dalam bahasa sehari-hari. Selain itu, strategi ini berfungsi sebagai bentuk de-elitisasi merek, yang mengubah merek global menjadi identitas lokal yang lebih dekat dengan masyarakat. Temuan penelitian menunjukkan bahwa “kesalahan” linguistik yang disengaja dalam periklanan, jika diselaraskan dengan wawasan budaya, berfungsi sebagai perangkat mnemonik (pengingat) yang efektif untuk meningkatkan kesadaran merek (brand awareness) dan keterikatan emosional.
Co-Authors Ardamas, Bayu Rustam Bambang Sukma Wijaya Hadinugroho, Farid Pradipta, Ganuardi Puji Astuti Putri , Savira Nurindra Wiraditi, Ratu Balqis Yuliana, Mega