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INDONESIA
Brand Communication
Published by Prisani Cendekia
ISSN : -     EISSN : 28298144     DOI : -
Core Subject : Education, Social,
Languange, Linguistic, Communication & Media Social Sciences
Jurnal BC bertujuan menyebarluaskan hasil penelitian ilmu komunikasi, Komunikasi pemasaran, Komunikasi Pemasaran Digital, Komunikasi Pemasaran Internasional, Komunikasi bisnis, Komunikasi Perkantoran, Komunikasi Pemasaran Digital, Public Relations, Public Relation digital, Perilaku konsumen, Strategi dan taktik komunikasi pemasaran, Komunikasi Pemasaran Multikultural, Local Genius Komunikasi Pemasaran, Komunikasi Organisasi, Merek (branding), dan citra produk atau jasa, Ekonomi Politik Media Massa, Budaya Komunikasi Organisasi, Komunikasi Pemasaran politik, Manajemen media massa, Periklanan, CSR (Corporate Social Responsibility) dan Community Relations (Pengembangan Komunitas), Marketing Public relation
Arjuna Subject : Ilmu Sosial - Komunikasi
Articles 127 Documents
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Pengaruh Electronic Word of Mouth Terhadap Keputusan Pembelian Produk: Studi Regresi pada Skintific di Media Sosial Tiktok Pada Generasi Z Labora, Anju
Brand Communication Vol. 4 No. 2 (2025): Persepsi dan Opini Khalayak Dalam Kehidupan Manusia
Publisher : Prisani Cendekia Institute

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Abstract

The development of digital technology has had a significant impact on finding information, as people can easily access information through social media. Tiktok is one of the popular social media platforms among generation Z so companies or brands compete to use Tiktok as their marketing media. One of the brands in the beauty sector, namely Skintific, is a beauty brand that actively promotes its products on TikTok. This study aims to determine the influence of Electronic Word of Mouth on Purchasing Decisions for Skintific products on TikTok among Generation Z. The method used in this study is a quantitative method. Data collection is obtained from an online questionnaire (google form) using a purposive sampling method with a sample size of 100 respondents. Based on the data analysis, the results of the study obtained a relationship between variable X (electronic word of mouth) and variable Y (purchase decision) of 0.803. The results of this study indicate that there is an influence between electronic word of mouth and the decision to purchase Skintific products on Tiktok among generation Z of 80.3%. From the results of this study, it is hoped that brands can increase positive e-WOM in order to build the trust of generation Z to make purchasing decisions.
Pengaruh Narasi Instagram @DIVISIHUMASPOLRI Terhadap Kesadaran Gen Z Tentang Pengedaran Narkoba Ghaisany, Nabila Ardelia
Brand Communication Vol. 4 No. 2 (2025): Persepsi dan Opini Khalayak Dalam Kehidupan Manusia
Publisher : Prisani Cendekia Institute

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Abstract

In the era of the Industrial Revolution 5.0, the use of social media, especially Instagram, is important in disseminating information and increasing public awareness, especially for Gen Z regarding social issues such as drug trafficking. This study aims to determine the extent to which the narrative delivered through the @divisihumaspolri Instagram account can influence Gen Z's awareness of drug trafficking. This research uses quantitative methods by distributing questionnaires to 100 respondents who are Gen Z followers of the @divisihumaspolri Instagram account. The data obtained was analyzed using regression and correlation analysis with SPSS software. The results showed that there was a significant influence of the @divisihumaspolri Instagram narrative on Gen Z awareness of drug trafficking, with the results of a high correlation coefficient (0.947) indicating a very strong relationship between the @divisihumaspolri Instagram narrative and Gen Z awareness of drug trafficking, then with a coefficient of determination of 89.7%. Respondents rated the narrative as very clear, complete, credible, educative, and visually appealing. This finding is in line with the Uses and Gratification theory as well as previous research that emphasizes the active role of audiences in choosing media and the importance of Instagram as an effective medium in anti-drug campaigns. This shows that social media can be an effective tool to raise public awareness, especially Gen Z about drug trafficking. Therefore, a more interactive and educative communication strategy needs to be implemented to achieve more optimal results.
Preferensi Pesan Budaya Dalam Fotografi Budaya : Analisisi Isi Karya Fotografi Budaya Pada Akun Instagram @iswahyura05 Wasisa, Iswahyura Putra; Faris, Faris
Brand Communication Vol. 4 No. 2 (2025): Persepsi dan Opini Khalayak Dalam Kehidupan Manusia
Publisher : Prisani Cendekia Institute

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Abstract

Cultural photography has visual value and deep meaning in every moment. Indonesia is a country with diverse cultures in each region, where cultural photography plays an important role in preserving and sustaining culture by capturing every cultural moment in Indonesia. This study aims to explore cultural message preferences in cultural photography on the Instagram account @iswahyura05. The methodology used is Content Analysis with a quantitative approach, aimed at capturing cultural message preferences in cultural photography on the Instagram account @iswahyura05. The research findings indicate that from the total 100% of the samples analyzed, which have been adjusted to several predetermined categories, the researcher found that cultural photography works on the Instagram account @iswahyura05 lean more towards the category related to art, with a percentage of 40%.
Mengkaji Konten Produk Skincare di Tiktok Dalam Fenomena Doomspending Gen Z Tetelepta, Novita; Wulandari, Yulianti Fajar; Hamid, Ali Imron
Brand Communication Vol. 4 No. 3 (2025): Media Sosial dan Peradaban Manusia
Publisher : Prisani Cendekia Institute

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Abstract

TikTok merupakan platform interaktif dan mudah dijangkau, berperan dalam pilihan pembelian produk skincare. Ini juga memenuhi keperluan fisiologis, sosial, ego, dan aktualisasi diri generasi Z. Namun, pengeluaran impulsif yang berlebihan, yang disebut doomspending, dipengaruhi oleh konten yang sedang tren dan tekanan dari lingkungan sosial. Penelitian ini bertujuan untuk menganilisis konten produk skincare dalam fenomena doomspending di kalangan Gen Z. Ini terutama berhubungan dengan fenomena yang dikenal sebagai doomspending, yaitu kebiasaan mengeluarkan uang secara berlebihan untuk mengatasi rasa cemas tentang masa depan serta belanja karena konten produk skincare yang lagi viral/tren. Metode penelitian yang digunakan adalah metode kualitatif meliputi wawancara semi terstruktur yang mendalam dan observasi non-partisipan pada konten produk skincare di TikTok. Informan dalam penelitian ini dari generasi Z yang sering menggunakan TikTok untuk mendapatkan informasi dan inspirasi terkait produk skincare. Teori yang diterapkan termasuk Hierarki Kebutuhan Maslow dan teori New Media oleh Pierre Lévy, yang menguraikan peran kebutuhan psikologis serta sifat media baru terhadap perilaku konsumen. Hasil penelitian menunjukan pentingnya bagi konsumen untuk memiliki kesadaran dan bagi pembuat konten untuk bertanggung jawab dalam menyajikan materi edukasi yang adil. Studi ini membantu kita memahami bagaimana konsumen berperilaku di era digital, terutama dalam bidang Ilmu Komunikasi dan pemasaran melalui media sosial.
Peran Public Relations Dalam Perusahaan Untuk Memahami Lingkungan Pratiwi, Restu Meiditya; Pranawukir, Iswahyu
Brand Communication Vol. 3 No. 3 (2024): Komunikasi Politik Dalam Pertarungan dan Penggunaan Media Baru
Publisher : Prisani Cendekia Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70704/bc.v3i3.247

Abstract

Public relations and communications management covers wide range of ideas such as media relations, public affairs, community affairs, product publicity, events management, crisis management, lobbing, investor relations etc. The perception of public management and its roles are changing. The enterprises face the challenges such as fast technological changes, developing of international relations and growing global competition. What is also changing is the nature and tools of communication, what influences the public relations management. Public relations may be a strategic resource which, when appropriately managed, may contribute to effective realization of the strategy of an enterprise. Modern public relations help to understand the environment of an organization and maintain the relations with groups significant to achieving the strategic goals of an enterprise. What is also important issue for modern public relations is an ethical approach to business, social, and environmental responsibility.
Strategi Tim Kreatif Nusantara TV Dalam Tayangan Jelajah Rasa Untuk Menarik Minat Penonton: indonesia Sirait, Rusi Erika; Wulandari, Yulianti Fajar; Himawan, Sultan
Brand Communication Vol. 3 No. 4 (2024): Konten Dalam Kehidupan Sehari-Hari
Publisher : Prisani Cendekia Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70704/bc.v3i4.314

Abstract

Nusantara TV is a semi-national digital television network with national reach and based on private broadcasters, Nusantara TV has a variety of programs that are meaningful and informative for the community. One of the programs is Jelajah Rasa. The success of a television program cannot be separated from the role of the creative team that plays an important role in making the program. This research was conducted to find out how the creative team's strategy in Jelajah Rasa to attract viewers. This research method uses descriptive qualitative methods and Lasswell's mass communication theory with data collection techniques through in-depth interviews and observation. Based on the results of this study, it is known that determining targets, selecting airtime, determining ideas and themes, presenting styles, segment organization, maintaining image quality and evaluation are strategies used by the creative team to attract viewers.
Strategi Tim Kreatif Nusantara TV Dalam Meningkatkan Eksistensi Program Kok Bisa Viral Dewi, Yemima Agnes Lolita; Wulandari, Yulianti Fajar; Himawan, Sultan
Brand Communication Vol. 3 No. 3 (2024): Komunikasi Politik Dalam Pertarungan dan Penggunaan Media Baru
Publisher : Prisani Cendekia Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70704/bc.v3i3.317

Abstract

In the era of globalization with the advancement of technology such as television, many televisions compete to present programs that are entertaining yet informative and educational. Kok Bisa Viral is a program that is present on Nusantara TV station which is a semi-national television. The challenge of increasing the existence of the program arises for the creative team in the midst of various programs from other television stations. This research was conducted to find out the Strategy of Nusantara TV Creative Team in Improving the Existence of Kok Bisa Viral Program. The research used a qualitative method with a descriptive approach and the theory used was Lasswell's communication theory. Data collection techniques were carried out through observation, interviews, and documentation. The results of the study found that the creative team's strategy in improving the existence of the Kok Bisa Viral program is program planning, determining the target audience, program implementation, and strategies to improve program existence.
Peran Konten Edukatif Di Instagram Dalam Memotivasi Tugas Akhir Mahasiswa Hanafiah, Anisa Nur; Wulandari, Yulianti Fajar; Himawan, Sultan
Brand Communication Vol. 3 No. 3 (2024): Komunikasi Politik Dalam Pertarungan dan Penggunaan Media Baru
Publisher : Prisani Cendekia Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70704/bc.v3i3.320

Abstract

Educational content that can utilize its features such as Reels, Stories, Broadcast, Highlight successfully motivates students in completing their final assignments. Educational content is in accordance with the theory of the characteristics of new media presence markers, namely, interactivity that can increase engagement between students and account owners, demassification that allows the dissemination of relevant content to a wide audience, and asynchrony that provides flexibility of access for students. Although there are challenges such as time constraints and lack of direct interaction, educational content can still make a positive contribution in supporting student motivation and learning, seen from the positive response or response from students to the account owner. the availability of educational content on Instagram is included in extrinsic motivation, namely the availability of interesting learning resources, while the need for learning, support, information is included in intrinsic motivation. Social media including Instagram can be utilized as an effective educational tool because it fits the characteristics of new media to motivate students in their final project.
Pola Komunikasi Kelompok Pada Komunitas Fandom Once Jakarta Dalam Menjaga Solidaritas Nisa, Awaliyah Choerun; Kusumawati, Nina; Nurdiansyah, Chepi
Brand Communication Vol. 3 No. 2 (2024): Manusia Digital Dalam Tatanan Masyarakat Era Informasi Baru/New Information Era
Publisher : Prisani Cendekia Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70704/bc.v3i2.321

Abstract

Awaliyah Choerun Nisa (44200285), Pola Komunikasi Kelompok Pada Komunitas Fandom Once Jakarta Dalam Menjaga Solidaritas Di era digital dan media sosial yang semakin berkembang dengan pesat. komunitas penggemar K-Pop yang dikenal sebagai fandom menjadi entitas sosial yang kuat dalam industri hiburan global. Perilaku penggemar juga dapat mendorong seseorang untuk saling berinteraksi dengan orang asing dan saling berbagi informasi tentang idola mereka masing-masing sehingga mereka dapat membentuk suatu komunitas. Pola komunikasi kelompok memiliki peran yang penting dalam sebuah komunitas. Dengan pola komunikasi yang baik dan tepat maka dapat membantu membangun rasa solidaritas. Fokus pada penelitian ini adalah untuk mengetahui pola komunikasi kelompok pada komunitas fandom Once Jakarta dalam menjaga solidaritas dengan teori pola komunikasi kelompok menurut Joseph A. Devito. Metode penelitian ini menggunakan metode deskriptif kualitatif. Pengumpulan data dalam penelitian ini menggunakan metode observasi, wawancara mendalam dan dokumentasi. Dengan menggunakan teknik purposive sampling dengan 5 informan. Hasil penelitian ini menunjukkan bahwa pola komunikasi yang digunakan oleh komunitas fandom Once Jakarta dalam menjaga solidaritas dengan menggunakan pola bintang. Sehingga setiap anggota komunitas dapat bebas berkomunikasi satu sama lain tanpa adanya batasan. Tidak adanya kesenjangan antar anggota dalam komunitas serta tidak adanya status yang membeda-bedakan anggota merupakan upaya yang dilakukan komunitas fandom Once Jakarta dalam menjaga solidaritas. Kata kunci : Pola Komunikasi, Komunikasi Kelompok, Menjaga Solidaritas
Analisis Komunikasi Digital Gereja Kristus Yesus Sunter Dalam Pelayanan Jemaat di Media Sosial Wijaya, Tommy
Brand Communication Vol. 3 No. 3 (2024): Komunikasi Politik Dalam Pertarungan dan Penggunaan Media Baru
Publisher : Prisani Cendekia Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70704/bc.v3i3.327

Abstract

The Church of Jesus Christ (commonly known as Gereja Kristus Yesus or GKY) Sunter is a Protestant Christian church located in Indonesia. Its foundation rests on the belief that Jesus Christ serves as the head of the church. In this digital age, many churches, including The Church of Jesus Christ (Gereja Kristus Yesus or GKY) Sunter, have fully embraced digital communication. The Church of Jesus Christ (Gereja Kristus Yesus or GKY) Sunter is actively digitizing information related to church activities and sharing content across various social media platforms. The research conducted on this topic employs data collection methods such as observation, interviews, and literature review. The qualitative analysis is based on new media theory by Pierre Levy. The findings indicate that GKY Sunter employs several forms of digital communication, including e-mail, websites, and social media. In their ministry to the congregation, GKY Sunter actively utilizes new media platforms such as Instagram, TikTok, YouTube, and WhatsApp. These channels facilitate easier access for congregants to stay informed about church activities.The Church of Jesus Christ (commonly known as Gereja Kristus Yesus or GKY) Sunter is a Protestant Christian church located in Indonesia. Its foundation rests on the belief that Jesus Christ serves as the head of the church. In this digital age, many churches, including The Church of Jesus Christ (Gereja Kristus Yesus or GKY) Sunter, have fully embraced digital communication. The Church of Jesus Christ (Gereja Kristus Yesus or GKY) Sunter is actively digitizing information related to church activities and sharing content across various social media platforms. The research conducted on this topic employs data collection methods such as observation, interviews, and literature review. The qualitative analysis is based on new media theory by Pierre Levy. The findings indicate that GKY Sunter employs several forms of digital communication, including e-mail, websites, and social media. In their ministry to the congregation, GKY Sunter actively utilizes new media platforms such as Instagram, TikTok, YouTube, and WhatsApp. These channels facilitate easier access for congregants to stay informed about church activities.

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