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Bambang Sukma Wijaya
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Editorial office of Jobmark: Journal of Branding and Marketing Communication Bakrie University, Jl. HR Rasuna Said, Kav. C-22, Epicentrum Kuningan Jakarta Selatan 12920
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Jobmark: Journal of Branding and Marketing Communication
Published by Universitas Bakrie
ISSN : -     EISSN : 28072510     DOI : https://doi.org/10.36782/jobmark
Core Subject : Humanities, Science, Education, Art, Social,
Arts Humanities Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Social Sciences
Jobmark: Journal of Branding and Marketing Communication, published by the Graduate School of Communication, Universitas Bakrie, is an interdisciplinary journal that focuses on branding, all aspects of marketing communications, brand management, brand communications, brand cultural studies, brand visual communications, critical branding, and all aspects of consumer behavior and culture related to the brand. Published biannually, Jobmark follows a rigorous double-blind review process, in which reviewers and authors do not know each other, to ensure the objectivity of the assessment.
Arjuna Subject : Ilmu Sosial - Komunikasi
Articles 48 Documents
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Destination Branding of Ternate City in Communicating the Tourism Values Liandri, Anisa Kadriah Sabanur; Alifahmi, Hifni
Jobmark: Journal of Branding and Marketing Communication Vol. 2 No. 2 (2021): JOBMARK Vol 2 No 2 (January-June 2021)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v2i2.156

Abstract

Destination branding is a concept that aims to build or improve the quality of a tourist destination. Ternate is one of the destinations in eastern Indonesia with potential in the tourism sector and is currently actively developing strategies to increase tourist visits. This article investigates the efforts of the Ternate tourism board in building a destination branding strategy to promote Ternate's tourism potential. Data was collected using observation methods and in-depth interviews with tourism officials and local community members. The results of this study reveal that the Ternate City Tourism Office applies destination branding by building integrated tourist destinations to become national tourism objects.
Classic Literature and Millennial Consumers: Branding Challenges for Balai Pustaka Sutianingsih
Jobmark: Journal of Branding and Marketing Communication Vol. 5 No. 1 (2023): JOBMARK Vol 5 No 1 (July-December 2023)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v4i1.193

Abstract

Balai Pustaka's literacy branding strategy aims to foster Indonesian millennial’s reading interest in old classic literary works by carrying out various strategies ranging from brand awareness strategies, brand knowledge strategies, brand image strategies, brand experience strategies, brand loyalty strategies, and brand spirituality strategies. Using a descriptive case study method, this study found various literacy branding strategies for classic literary works carried out by Balai Pustaka, such as the existence of republish programs, adaptations, and TBM (community reading gardens) to media conversion through filmmaking. This research is helpful as a reference for researchers in literacy branding, which still needs to be explored.
What does Biodegradable Mean for Brand Partners? Reception Analysis of Green Branding Messages Dewayani, Rahma Dita; Wijaya, BS
Jobmark: Journal of Branding and Marketing Communication Vol. 5 No. 1 (2023): JOBMARK Vol 5 No 1 (July-December 2023)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v3i2.197

Abstract

Brand partners are network members in multilevel marketing, and they are both consumers and sellers who promote brand values and messages. The problem is not all brand partners correctly understand the product content, which is the brand's competitive value, or interpret it differently. This article investigates the reception or decoding of brand partners regarding Biogradable as a superior ingredient green brand of Oriflame products. Using Stuart Hall's Reception Analysis approach, the study interviewed 10 Oriflame brand partners and found a variety of insightful interpretations of both dominant, oppositional, and negotiated decoding styles. This study is the first to analyze a brand partner's reception of green brand messages, which has significant implications for the success of sales communications for a brand marketed through a multilevel network.
Why does Hospital Social Media Marketing Public Relations Fail? A Close Observation of Brand X in Socializing its MRI Service Benefits Elgusia, Reghina
Jobmark: Journal of Branding and Marketing Communication Vol. 5 No. 1 (2023): JOBMARK Vol 5 No 1 (July-December 2023)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v1i2.199

Abstract

A marketing public relations (MPR) program significantly contributes to service sales, including hospitals. However, the MPR communication carried out by brand X through social media in promoting the benefits of MRI services did not impact new customer acquisition. Sales results show contributions not from social media but from direct sales to potential customers. Why did the X hospital brand MPR program fail? What's wrong? This article investigates the phenomenon of MPR program failure through digital observation methods that are inherent and close to knowing what communicative factors cause program failure. The study also interviewed vital informants behind the program and triangulated them with consumer audiences, especially followers of brand X's social media accounts. This study is essential as a lesson for other brands in implementing effective MPR programs.
Consumers’ Perceptual Experiences of the Prices and their Relevance to Brand Image and Brand Loyalty Khairunnisa, Siti Fathia
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.v5i2.200

Abstract

How consumers perceive a price is believed to have certain value has become the focus of firm strategies in recent years. This study explores on how Consumers’ Perceptual Experiences of the Prices and their Relevance to Brand Image and Brand Loyalty. The findings suggest that price is not the main star of the price itself. There are so many things revolving around price that have relevance with Brand Image & Brand Loyalty. This research found that customers memorize prices better when they have a good experience with the price & memorize it as a positive memory and it locks the image of a good-quality brand with good-quality price for their subjective affordability. This thesis also creates several follow-up questions as this thesis found, information received by customers affects the way they justify a price, several questions are then created such as what kind of communication is the most effective in communicating added value or what kind of information can justify added value.
Branded Content Analysis (BCA): Four Models and Approaches Wijaya, Bambang Sukma
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.v3i1.214

Abstract

Branded content is any content that contains brand elements, either expressly or impliedly. Branded Content Analysis (BCA) analyzes branded content and finds explicit and implied meanings related to brand communication strategy. There are four BCA models and approaches. First, Directional BCA, which is the BCA method that uses a specific theoretical lens or concept to read the textual meaning of content, both verbal, visual, aural, audiovisual, textural, and nasal. Thus text coding is based on fundamental concepts that exist in theory. Second, Natural BCA, namely the BCA approach, does not use concepts or theories to read the textual meaning of content but naturally finds meaningful patterns that refer to key themes that stand out in the text. Third, Conditional BCA, namely the BCA method, depends on the tendency of issues framing in the text based on the dominant keywords. Fourth, Instrumental BCA, namely the BCA method, focuses on how content influences audiences through fundamental modes facilitated by the media, both textually, technically, and kinetically.
AIDMA Model Analysis on Brand Activation and Engagement Program: The Case of Mad For Makeup BT21 Edition Bahri, Saipul
Jobmark: Journal of Branding and Marketing Communication Vol. 4 No. 2 (2023): JOBMARK Vol 4 No 2 (January-June 2023)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v4i2.281

Abstract

Mad For Makeup, a local cosmetics brand that collaborates with BT21, has adopted a Brand Activation and Engagement approach in its marketing efforts. This article analyzes the effectiveness of Mad For Makeup's efforts in implementing Brand Activation and Engagement strategies from the AIDMA Model perspective. Using a qualitative case study method, the results show that initiatives like the hashtag #MadForMakeupBT21 have achieved relatively high social media exposure, with 132.3 thousand views. In comparison, the hashtag #MadMetBT21 even reached 1.2 million views. Most participants involved in this research and connected to the AIDMA Model also support the argument that the Brand Activation and Engagement strategy implemented by Mad For Makeup BT21 Edition can be successful. This research provides valuable insight into how local cosmetics brands can leverage social media and implement effective marketing strategies to stay competitive in the cosmetics industry. Mad For Makeup's success is an example of how local brands can face competition from international brands in the ever-growing Indonesian cosmetics market.
Hindu Spiritual Tourism Branding: The AKIELS Analysis of the Self-Healing Program through the Melukat Ritual at Tirta Empul Temple, Bali Fathiarani, Sarah Khaerunnisha; Mihardja, Eli Jamilah
Jobmark: Journal of Branding and Marketing Communication Vol. 6 No. 1 (2024): JOBMARK Vol 6 No 1 (July-December 2024)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v1i2.282

Abstract

The presence of spiritual tourism in the form of a hugging process, known as a self-cleansing ritual for Hindus, has now become much sought after by local and foreign tourists. The Melukat ritual, a sacred Hindu practice, involves a series of cleansing and purifying activities in a holy water spring, believed to provide spiritual and physical healing. This process provides benefits, namely self-healing from stress, trauma, depression, and so on, just by going through several believed stages. Tirta Empul Temple is the most popular Melukat location for tourists in Bali. The queue for those who want to carry out the Melukat process is always long and snakes every day, not only during the holiday season or holidays. This study focuses on observing tourist self-healing program activities through the Melukat ritual using the AKIELS Model analysis knife. The findings show that Tirta Empul Temple, in the minds of tourists, is attached to the Melukat ritual, which is believed to be self-healing for tourists because it provides calming benefits from stress, trauma, and depression. Tirta Empul Temple has become embedded in the minds of tourists, and it can be represented by the many visitors who come to do the ritual Melukat almost every day. This study produces an in-depth understanding of Hindu spiritual tourism branding by dissecting the aspects of brand awareness, knowledge, image, experience, loyalty, and spirituality in the tourist self-healing program through the Melukat ritual in Bali.
Brand Experience Analysis of Teh Botol Sosro Consumers Towards the Box Packaging Variant Dewayani, Rahma Dita; Sulihtyaningrum, Eli; Nasution, Asri Annisa
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.v5i2.283

Abstract

Teh Botol Sosro is taking steps to vary packaging options by presenting box packaging to remain viable in the Indonesian market. This research looks at the brand experience felt by consumers regarding the packaging variations made by Teh Botol Sosro. Using the case study method with a brand experience theory approach, data were collected through surveys by distributing questionnaires (open questions) and interviews. The research results show that after implementing a packaging variation strategy, the brand experience of Teh Botol Sosro consumers also changes. It was found that sensory consumers get a better experience through more varied packaging designs so they can be customized to meet activity needs, such as being easier to hold. Intellectually, Teh Botol Sosro has succeeded in providing consumers with the latest information in the form of raw materials used for packaging using recyclable paper and still maintaining environmentally friendly glass bottle packaging; behaviorally, consumers do not have to look for a special moment to get Teh Botol Sosro, because whenever and wherever it is relatively easy and practical to find it; Affectionately, the variety of packaging makes consumers feel more connected in various situations while still being able to enjoy Teh Botol Sosro, as is also visualized in several television advertisements.
Hierarchy of Branding of Abandoned Animal Protection Organizations: The Case of Animal Defender Indonesia Februsa, Livo; Mulyadi
Jobmark: Journal of Branding and Marketing Communication Vol. 4 No. 2 (2023): JOBMARK Vol 4 No 2 (January-June 2023)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v4i2.284

Abstract

This paper explores the branding strategies of Animal Defenders Indonesia (ADI), an organization dedicated to rescuing and protecting neglected animals. With a focus on the AKIELS model—spanning Brand Awareness to Brand Spirituality—the study evaluates ADI's positioning in animal protection. Beginning with an overview of the prevalence of pet neglect, the paper introduces ADI as a critical player founded in 2011 to address the challenges faced by abandoned and injured animals in Indonesia. ADI's multifaceted approach, encompassing Rescue, Rehab, Rehome, and Education, forms the foundation of its mission to save and protect animals, particularly those subjected to abandonment, injury, or abuse. The organization also emphasizes public awareness through educational initiatives. The paper then delves into the AKIELS framework, analyzing ADI's branding strategies across various platforms. Drawing on previous research, the study highlights the role of social media in ADI's communication strategies, notably successful campaigns like "Adopt Don't Shop." Methodologically, a qualitative approach employing positive content analysis focuses on ADI's documents, publications, and related materials. The findings reveal robust Brand Awareness, especially on YouTube and Instagram, but recommend enhanced visibility through diversified content and strategic event marketing. While robust Brand Knowledge is evident on YouTube and Instagram, attention is needed for Facebook engagement and broader media coverage. The positive Brand Image built by ADI requires improvements in specific areas, such as Google search visibility and strategic event promotion. The paper concludes by emphasizing ADI's strong foundation, proposing strategies for improved content, community interaction, and marketing events to strengthen its brand presence and relationships with the audience.

Page 3 of 5 | Total Record : 48

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