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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 70 Documents
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Digital Marketing Communication and Tourism Sales at Ibarbo Park Yogyakarta Eka Miftahul Jannah; Dyaloka Puspita Ningrum
Jobmark: Journal of Branding and Marketing Communication Vol. 7 No. 1 (2025): JOBMARK Vol 7 No 1 (July-December 2025)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v7i1.621

Abstract

In the digital era, tourism destinations increasingly rely on digital marketing communication to enhance visibility and drive visitor conversion. This study examines the role of digital marketing communication in increasing tourism sales at Ibarbo Park in Sleman, Yogyakarta, using the AISAS model, which comprises Attention, Interest, Search, Action, and Share. The research aims to analyze how each stage of the AISAS framework is implemented to influence consumer behavior and support sales growth. A qualitative interpretive case study approach was employed. Data were collected through in-depth interviews with management, staff, visitors, and the general public, complemented by observation and analysis of digital content on Instagram and TikTok. The data were analyzed thematically to identify patterns of communication strategies across the AISAS stages. The findings reveal that digital marketing communication plays a significant role across all stages of AISAS. Attention is effectively generated through visually engaging content and influencer collaborations. Interest is developed by highlighting the destination's educational and recreational value for families. Search behavior is supported by responsive social media interaction despite the absence of an official website. Action is facilitated through accessible ticket purchasing and a variety of promotional offers, while Share is driven by user-generated content that amplifies organic promotion. Theoretically, this study contributes to the development of digital marketing communication in tourism by contextualizing the AISAS model within local destination marketing practices. Practically, it provides strategic insights for tourism managers to optimize digital platforms, enhance customer engagement, and strengthen competitiveness in an increasingly digital marketplace.
Digital Empowerment of Women Entrepreneurs for Competitive Advantage and Poverty Reduction Muchammad Firman Mauludin; Pesta Asni W Napitupuluh; Eny Yuniyati
Jobmark: Journal of Branding and Marketing Communication Vol. 7 No. 1 (2025): JOBMARK Vol 7 No 1 (July-December 2025)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v7i1.639

Abstract

Poverty in East Java remains a persistent, multidimensional challenge, particularly in disadvantaged regions such as Tapal Kuda, where structural constraints limit economic mobility. This study examines how e-commerce functions as a strategic capability in strengthening women’s entrepreneurship, generating competitive advantage, and reducing poverty vulnerability. Adopting an interpretive qualitative case study approach, data were collected through in-depth interviews, observations, and document analysis of women-led MSMEs that use marketplace platforms, and were analyzed thematically through a Resource-Based View (RBV) lens. The findings reveal that e-commerce operates not merely as a transactional channel but as a strategic digital resource that enables market expansion, network integration, and competitive positioning. Women entrepreneurs develop digital differentiation through packaging innovation, localized branding, and interactive consumer engagement, which enhances business resilience and income generation. These practices contribute to household economic stability and reinforce women’s socio-economic roles. However, sustainability is constrained by limited digital literacy, infrastructural gaps, and insufficient institutional support. Theoretically, this study extends RBV by situating digital capabilities within gendered entrepreneurial contexts in disadvantaged regions. Practically, it highlights the need for integrated policies that foster digital ecosystems for women’s entrepreneurship, including infrastructure development, capacity building, inclusive financing, and value chain integration.
Updating Values Strategy of Kahf as Indonesian Muslim Men's Grooming Brand: A Branderpreneurship Framing Analysis Giyono Giyono; Bambang S. Wijaya
Jobmark: Journal of Branding and Marketing Communication Vol. 7 No. 1 (2025): JOBMARK Vol 7 No 1 (July-December 2025)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v7i1.640

Abstract

This study analyzes the updating value strategy of the KAHF brand through the lens of Branderpreneurship Framing Analysis (BFA) a conceptual framework that examines how brands integrate entrepreneurial agility with strategic branding to sustain relevance and growth. Updating value refers to a brand's dynamic capacity to continuously renew its presence, interactions, and value propositions in alignment with shifting consumer expectations, technological advancements, and cultural trends. As a Muslim men's personal care brand under PT. Paragon Technology and Innovation, KAHF stands out by embedding spiritual authenticity and natural ingredients into its core identity, while simultaneously embracing modernity and urban lifestyle aesthetics. Employing a descriptive qualitative method, this research draws on secondary data collected through systematic observation and analysis of KAHF's official website, social media platforms (Instagram, TikTok, YouTube), press releases, news articles, and digital publications. The findings demonstrate that KAHF consistently updates its brand value across five strategic dimensions: product innovation (halal-certified, nature-inspired formulations), multi-channel distribution (online and offline expansion), consumer engagement (community building and personalization), creative digital communication (storytelling with spiritual and motivational themes), and business model adaptation (regional expansion and digital ecosystem integration). The study concludes that KAHF exemplifies successful branderpreneurship by balancing tradition with innovation, thereby establishing a resilient, meaningful, and future-ready brand identity.
Product and Service Innovation in MSMEs for Competitive Advantage against Low Cost Imports Muchammad Firman Mauludin; Pesta Asni W Napitupulu; Eny Yuniyati
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.v4i1.641

Abstract

The influx of low-cost imported products into Indonesia has intensified competition for Micro, Small, and Medium Enterprises, particularly in urban markets such as Surabaya, where price efficiency and mass production dominate. This study examines how MSMEs develop product and service innovation as adaptive strategies to respond to import competition and build sustainable competitive advantage. Using an interpretive qualitative case study approach, data were collected through in-depth interviews, field observations, and documentation, and analyzed using the interactive model of data reduction, thematic analysis, and conclusion drawing. The findings reveal that MSMEs perceive imported products as structural competitive pressure that reshapes market dynamics. In response, they pursue product innovation through local differentiation, redesign packaging as a strategic communication tool, enhance service innovation through customer experience, adopt digital marketing via e-commerce platforms, and leverage cultural narratives as branding assets. In addition, the growth of culinary tourism in Surabaya creates new competitive spaces that require the integration of innovation with local identity. Theoretically, this study reinforces differentiation as a key competitive strategy. It extends the Resource-Based View by highlighting intangible assets such as creativity, social capital, and cultural identity as critical resources. Practically, it underscores the importance of innovation-driven strategies and digital capability development to strengthen MSME competitiveness in the context of global trade pressures
Selective Brand Talkedness in Capital Market Consulting SMEs: The Case of Cakrawala Meta Askarah (CMA) Ocan Ocan
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.v4i1.643

Abstract

Unlike consumer products that thrive on mass-market exposure, capital market consulting services operate in a niche, highly regulated, and trust-dependent environment where branding strategies must be more relational than promotional. This study investigates how brand talkedness is constructed and sustained by Cakrawala Meta Askarah (CMA), a small consulting enterprise, through an interpretive case study using in-depth interviews with its founder. Guided by the six dimensions of brand talkedness (ranging from brand mention to brand’s top-of-talk), the analysis reveals that CMA’s brand presence is not amplified through social media campaigns but rather through service experience, professional trust, and networks among corporate secretaries, directors, and supporting capital market professionals. The findings highlight that selective, relationship-based conversations generate deeper brand resonance than conventional exposure-driven approaches, positioning brand talkedness as a strategic asset in specialized professional services. Theoretically, this research extends the brand talkedness framework into the domain of regulated consulting services; practically, it underscores the value of relational branding for SMEs seeking credibility and influence in trust-sensitive markets.
See What's Real: Creative Brand Publicity of Netflix When Launching 'Straw Hats Unite: All Aboard the Going Merry' Dhea Rizky Amelia; Roby Zul Fanani; Ersal Bioldy
Jobmark: Journal of Branding and Marketing Communication Vol. 7 No. 1 (2025): JOBMARK Vol 7 No 1 (July-December 2025)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v7i1.402

Abstract

This article discusses Netflix Indonesia's creative brand publicity strategy in promoting the release of the One Piece live action film 'Straw Hats Unite: All Aboard the Going Merry.' With a qualitative descriptive approach, this study uses data collection methods through documentation and tracing of digital, media, professional, and scientific documents related to creative brand publicity and the event and momentum of the launch of the One Piece live action film. The study found that although Netflix Indonesia uses a creative brand publicity strategy with omnichannel, the launch of the Going Merry ship in PIK which is the icon of the film's narrative is the main element in this campaign. Netflix collaborated with many influencers on social media to promote the Going Merry ship and the release date of the One Piece live action film on Netflix. As a result, this campaign received a lot of organic publication from netizen content and national media.
Kopiko Goes Hallyu: Creative Brand Publicity and Branded Pop Analysis of Product Placement in the Korean Drama Vincenzo Deni Yusdiaana; Muhammad Firrizqi Alchoiri; Haifa Firyal Iswanto
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.v7i2.403

Abstract

Brand and product placement, an increasingly popular marketing strategy, has been masterfully executed by Kopiko, an Indonesian coffee candy brand. This article analyzes how Kopiko successfully implemented a Creative Brand Publicity (CBP) strategy through product placement in the Korean drama Vincenzo. With a descriptive-qualitative approach and case study method, this study found how Kopiko leveraged the drama's popularity to increase brand awareness and expand its reach to international markets. Data was collected through in-depth document searches of news, articles, Kopiko marketing materials, and related social media content. Additionally, digital documentation in the form of screenshots of scenes featuring Kopiko products in the drama was also analyzed. Kopiko seamlessly integrated its product into Vicenzo's storyline, creating compelling brand exposure without disrupting the viewing experience. This strategy has not only increased Kopiko brand awareness and drove sales, especially in international markets, but also serves as a testament to the success of innovative brand marketing strategies seeking to expand market reach and strengthen brand image.
The Implementation of BrandCoVD™ in Local Online Transportation Brands: A Branderpreneurship Framing Analysis of Zendo Jauhari Manfaat; Graceshiela Kezia Edelweis Ticoalu; Ditha Julia Mochtar; Fakhrureza Fariardhany; Ananto Pratikno; Meri Indah Sari
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.v7i2.627

Abstract

Zendo is a startup brand born out of concern over the dominance of digital services in Indonesia, which tend to emphasize efficiency and profit, such as Grab and Gojek. Departing from the need for a more humanistic alternative, Zendo upholds the values ​​of spirituality, empathy, and sustainability as a differentiation. This brand identity was built with the aim of providing digital services that are not only functional, but also rich in social and emotional meaning. In this context, this study aims to examine how Zendo applies the BrandCoVD™ framework (Identifying, Creating, Delivering, Communicating, Maintaining, Evaluating, and Updating Values) by Wijaya (2011) in its branderpreneurship strategy. The study used the BFA (Branderpreneurship Framing Analysis) method with a qualitative-descriptive approach and narrative analytical tools. Data were obtained through in-depth interviews, one-on-one discussions, and focus group discussions. The analysis focused on each stage of BrandCoVD™ implementation as the foundation for brand identity development. The results show that Zendo successfully identified core values ​​through consumer research and brand narrative reflection. Value creation is achieved through service features and community programs that emphasize empathy and connectedness. The Zendo case study demonstrates that branderpreneur success is determined by the ability to build authentic meaning that is relevant and adaptable to changing times.
Integrated Corporate Brand Communication for Strategic Brand Alignment Bambang Sukma Wijaya
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.v5i1.253

Abstract

Corporations today must align diverse branding resources and stakeholder relationships. They need to build coherent, sustainable brand value in an increasingly complex communication environment. Fragmented communication (internally and externally) weakens brand consistency and reputation. This paper introduces Integrated Corporate Brand Communication (ICBC) as a new paradigm. ICBC unifies branding resources and synchronizes relationships to strengthen corporate culture and reputation. It increases brand consistency, sharpens stakeholder alignment, and bolsters reputational resilience. The study conceptualizes ICBC as a holistic communication framework that integrates multiple branding dimensions into a unified strategy. The approach synthesizes existing literature on corporate branding, marketing communication, and organizational communication and includes an interpretive analysis of the ICBC framework. The findings show that ICBC works by integrating five key branding resources: corporate branding, employer branding, community branding, talent branding, and product-related branding. These elements interact across communication flows, driving collaboration and competitive positioning. The model shows corporate branding as an umbrella. Employer and talent branding fortify internal identity and culture. Community branding builds relationships. Product-related branding links market offerings to corporate values. Together, these efforts generate brand synergy, align culture with brand image, and foster energy. This study advances corporate branding theory by providing an integrative model that links internal and external communication. Practically, it guides organizations to coordinate branding, boost engagement, and build a resilient, coherent brand in dynamic environments.
Digital Marketing Communication and Consumer Perceived Value: Evidence from Mataram's Kopling Coffee Brand Ida Ayu Nyoman Sutriani; Ni Made Dhyana Astikarani
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.v7i2.737

Abstract

The rise of mobile coffee businesses has pushed operators to rely on digital marketing communication to inform, engage, and differentiate their products, ultimately shaping how consumers perceive value. This study examines the effect of digital marketing communication on consumers' perceived value of the Kopling mobile coffee brand in Mataram City. Using a quantitative survey method, data were gathered from 98 respondents selected through purposive sampling, targeting consumers who had purchased Kopling products and encountered information about them through digital platforms. A Likert-scale questionnaire was used, and the data were analyzed with simple linear regression in SPSS. The results show that digital marketing communication has a positive and significant effect on perceived value, with a regression coefficient of 0.289 and a significance value of 0.014 (p < 0.05). However, the R-squared value of only 0.061 indicates that digital marketing communication accounts for merely 6.1% of the variance in perceived value, leaving 93.9% explained by factors outside the model. These findings are interpreted through Schultz, Tannenbaum, and Lauterborn's Integrated Marketing Communication (IMC) framework and Zeithaml's Perceived Value Theory. The study concludes that while digital marketing communication meaningfully shapes consumer perceptions of value, it cannot stand alone: product quality, taste, price, service, other forms and elements of IMC, and the overall consumption experience remain essential to creating optimal consumer value. These results suggest that mobile coffee brands should combine strong digital communication with consistent product and service quality to sustain competitiveness.

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