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All Journal Jurnal Komunikasi Interdisciplinary Social Studies
Tedjakumala, Ingrid
Unknown Affiliation
Environmental Science Languange, Linguistic, Communication & Media Public Health Social Sciences

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Folklore, Branding, and Social Media: A Multifaceted Communication Approach to Marketing in Indonesia Tedjakumala, Ingrid; Damayani, Ninis Agustini; Mulyana, Deddy; Perbawasari, Susie
Jurnal Komunikasi Vol. 16 No. 2 (2024): Jurnal Komunikasi
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jk.v16i2.31787

Abstract

This research examines in depth the complex relationship between folklore, branding and social media in Indonesia.  Folklore, as an integral part of cultural heritage, has great potential in marketing communications, but this potential has not been fully explored in a modern context. This research will examine how folklore narratives, which are full of cultural values, local wisdom and the history of Indonesian society, can be adapted and integrated into digital marketing content. With the aim of creating brand stories that are not only informative, but also touch consumers' emotions, building a deeper sense of closeness and attachment.  This research explores various storytelling formats—from visual content on social media to video campaigns—and how each format can reach different audiences. The case study used is Bangflo Coffee, a local coffee brand, which uses their Instagram account to reach technology-savvy millennials. By using storytelling as their Communication strategy, they use culture to build community, shared values, and brand loyalty. This research not only highlights the importance of emotional connections in navigating Indonesia's highly diverse and dynamic market, but also provides marketers with valuable insights into how to leverage the richness of folklore to create resonant and effective marketing campaigns.  The findings of this research contribute to a deeper understanding of the role of folklore in branding in the digital era, especially in Indonesia.
Creating Sustainable Content by Integrating Cultural Heritage on Instagram Tedjakumala, Ingrid; Damayanti, Ninis Agustini; Mulyana, Deddy; Perbawasari, Susie
Interdisciplinary Social Studies Vol. 2 No. 5 (2023): Special Issue
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/iss.v2i5.422

Abstract

Background: With the extensive research conducted on millennials and their behaviors, most resulting in understanding the generations as the digital generations who are always been stereotype and linked to negative adjectives. Aim: This research explores the various cultural heritage information use as Instagram content on a single origin coffee brand from Flores, Indonesia and gain a better understanding on how cultural heritage can become a sustainable content as an approach to digital marketing strategy. Method: The research was conducted on thirty Instagram followers of a single-origin coffee brand based in Jakarta, that uses coffee originating from Sikka, Flores. Findings: The descriptive analysis result from surveys and follow-up interviews resulting in three main archetypal characteristic of Indonesian Millennials in Jakarta who are more appreciative towards unorthodox content post on the brand’s Instagram account.
Co-Authors Damayanti, Ninis Agustini Deddy Mulyana Ninis Agustini Damayani Susie Perbawasari