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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 130 Documents
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Pesan Moral Dalam Drama Page Turner (Analisis Semiotika Model Charles Sanders Peirce) Della Cahyaningrum, Della; Syarah, Maya May; Susilowati, Susilowati
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.v3i4.334

Abstract

Korean drama or often called K-Drama (Korean Drama) is a South Korean cultural product that is popular in various parts of the world, such as in Indonesia. Korean dramas have a great opportunity to convey messages through long storylines in each episode. The Page Turner drama tells the story of someone who almost gave up in facing the challenges of his life, but still struggled through every obstacle to achieve his dreams despite his limitations. The purpose of this study is to determine the moral message contained in the Page Turner drama based on Charles Sanders Peirce's semiotic analysis. The results of the research that the author has done, it can be concluded that the author gets 6 moral messages in the Page Turner drama, including the importance of not being arrogant, the importance of parental support, the importance of caring and never giving up, the importance of honest and open communication, the courage to get back up, and finding new meaning in life
Representasi Diskriminasi Standar Kecantikan Dalam Drama Korea True Beauty: Analisis Semiotika John Fiske Oktaviani, Amanda; 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

In this era, beauty has become a major issue, especially among women who are often required to meet certain standards. This phenomenon, which is often depicted in Korean dramas, can lead to discrimination against women who do not conform to the ideal image. This study aims to analyze the representation of discrimination based on beauty standards in the Korean drama True Beauty, which explicitly shows different treatment based on physical appearance. Using a descriptive qualitative method, data was collected through observation and documentation of seven scenes depicting discriminatory behavior. The analysis was conducted using John Fiske’s semiotic approach, which examines meaning at the levels of reality, representation, and ideology. The results of the study show that discrimination is represented through eight aspects of social rejection at the level of reality. At the representation level, production techniques amplify the emotional impact. At the ideology level, the drama reflects the perspective of lookism, where beauty determines an individual’s social value. This research is supported by Jon Gunnar Bernburg’s Labeling Theory, which explains how individuals labeled with social labels experience discrimination.
Konten Edukatif di Instagram: Studi Kasus Tasya Farasya Approved Febriansis, Diva; Yulianti Fajar Wulandari; Ali Imron Hamid
Brand Communication Vol. 4 No. 3 (2025): Media Sosial dan Peradaban Manusia
Publisher : Prisani Cendekia Institute

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Abstract

Social media today serves not only as a means of communication and entertainment, but has also become a space for people to obtain information and knowledge. Instagram, as one of the most popular visual platforms, has given rise to the phenomenon of influencers who play a significant role in shaping public opinion. One prominent figure is Tasya Farasya, a beauty influencer known for her "Tasya Farasya Approved" content on her Instagram account. This study aims to analyze the extent to which the content produced contains educational value for the public. The study used a qualitative approach with a content analysis method on a number of posts over a certain period. The results show that Tasya Farasya's content is not only product promotion but also includes elements of public education in the form of explanations of ingredients, functions, how to use, and ethical considerations in choosing products. Analysis using the Two-Step Flow of Communication and Social Learning theories shows that Tasya Farasya acts as an opinion leader who not only conveys information from manufacturers but also interprets it in language that is easily understood by the public, resulting in a two-step communication flow that strengthens public understanding. This study concludes that the role of influencers can go beyond commercial functions to become an educational tool, particularly in the field of beauty literacy.
Representasi Pesan Moral Dalam Film ”Pertaruhan” (Semiotika Charles Sanders Peirce) Fahreyza, Muhamad; Fajar Wulandari, Yulianti; Imron, Ali
Brand Communication Vol. 4 No. 3 (2025): Media Sosial dan Peradaban Manusia
Publisher : Prisani Cendekia Institute

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Abstract

Film is a form of art and media that enjoys a high level of popularity and serves as a means of entertainment, education, and information. Through films, audiences not only seek enjoyment but also gain new insights and knowledge. Although many people watch films primarily for leisure, each storyline often contains profound meanings and moral messages that can be taken as life lessons. One such film that conveys these values is Pertaruhan, which is the subject of this research. The purpose of this study is to explore the representation of moral messages in the film Pertaruhan using Charles Sanders Peirce’s semiotic theory, which includes three main components: sign, object, and interpretant. This research employs a descriptive qualitative method, with data collected through observation and documentation of the film. The results of the study indicate that there are eight scenes that explicitly represent moral messages, ultimately providing a deeper understanding of the life values conveyed through the film.
Strategi Komunikasi Dinas Perhubungan Kabupaten Buton Utara Dalam Mensosialisasikan Keselamatan Berlalu Lintas Suandi, Fikry; Alamsyah, Alamsyah; Sukma, Agus Hitopa Sukma; Pranawukir, Iswahyu
Brand Communication Vol. 4 No. 3 (2025): Media Sosial dan Peradaban Manusia
Publisher : Prisani Cendekia Institute

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Abstract

This study aims to determine the communication strategies implemented by the North Buton Regency Transportation Agency in its Traffic Safety Socialization activities and to identify the factors that hinder its implementation. This study uses qualitative research methods that produce descriptive data in the form of written or spoken words from people and observed behavior. Data were obtained using interview, observation, documentation, and triangulation methods from the source of the results of the Communication Strategy research conducted by the Safety Guidance Team (Bimkos Team) of the North Buton Regency Transportation Agency in the socialization program by identifying the communication targets, reviewing the message objectives through the material delivered and traffic order videos displayed in the socialization activities. Using face-to-face communication media (direct) with presentations and various official online media of the North Regency pioneer student community. Traffic Safety Guidance (Bimkes Team) as a communicator in communication plays a role in persuading its audience with an active speaking method in socialization activities. As well as the attractiveness and credibility of sources in the traffic safety socialization program. The communication strategy implemented by the Bimkos Team is intended to minimize the high level of accidents that occur. The results of the study show an increase in awareness and concern among students to comply with traffic regulations for the sake of mutual safety, but there are still obstacles that prevent this socicoalization program from running optimally. The obstacles experienced by the North Buton Regency Transportation Agency in implementing the Traffic Safety Socialization program come from internal and external factors
Strategi Komunikasi Pemasaran Digital Dalam Membangun Brand Awareness Brodo Melalui Akun Instagram Arian, Vabrian Prima Dana; Alamsyah, Alamsyah; Sukma, Agus Hitopa; Pranawukir, Iswahyu; Nanda Barizki, Rezzi
Brand Communication Vol. 4 No. 3 (2025): Media Sosial dan Peradaban Manusia
Publisher : Prisani Cendekia Institute

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Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis strategi komunikasi pemasaran digital yang dilakukan oleh Brodo dalam upaya membangun brand awareness brand Brodo melalui akun Instagram. Demi meningkatkan penjualan komunikasi pemasaran yang dilakukan perusahaan sangatlah penting dan harus dilakukan sesuai dengan strategi yang tepat. Metode penelitian yang digunakan adalah pendekatan kualitatif dengan teknik wawancara mendalam kepada pihak manajemen dan konsumen Brodo dan dokumentasi. Hasil penelitian menunjukkan bahwa Strategi Komunikasi Pemasaran Digital Dalam Membangun Brand awareness Brodo Melalui Akun Instagram, maka didapatkan kesimpulan bahwa strategi komunikasi pemasaran digital Brodo melalui Instagram terbukti efektif dalam meningkatkan brand awareness dengan mengedepankan identitas brand yang kuat, visual yang konsisten, serta pendekatan interaktif melalui konten edukatif, storytelling, dan kolaborasi dengan KOL. Brodo juga menghadapi beberapa hambatan, seperti perubahan algoritma Instagram yang memengaruhi jangkauan konten, keterbatasan sumber daya dalam menghasilkan konten secara konsisten, serta persaingan dengan brand lokal lainnya yang semakin aktif di media sosial. Penelitian ini menegaskan bahwa strategi komunikasi pemasaran digital yang tepat di Instagram dapat secara efektif meningkatkan brand awareness dan mendorong keputusan pembelian.
Strategi Komunikasi Pemasaran Digital Bening's Clinic Dalam Meningkatkan Loyalitas Pelanggan Melalui Akun Instagram Mustika, Pina; Dana, Vabrian Prima; Sukma, Agus Hitopa; Marzuku, Alamsyah
Brand Communication Vol. 4 No. 3 (2025): Media Sosial dan Peradaban Manusia
Publisher : Prisani Cendekia Institute

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Abstract

This study aims to identify and analyze the digital marketing communication strategies employed by Bening's Clinic in an effort to increase customer loyalty through its Instagram account. Consumer loyalty plays an important role in a company; retaining consumers means improving performance and maintaining the company's survival, which is the main reason for a company to attract and retain consumers. The research method used is a qualitative approach with in-depth interviews with Bening's Clinic management and consumers, as well as documentation. The results show that Bening's Clinic's digital marketing communication strategy through Instagram is effective in increasing customer loyalty. The clinic has succeeded in strengthening its relationship with customers through consistent and interesting content, such as education, testimonials, and relevant promotions. Despite facing challenges such as changes in Instagram's algorithm and fierce competition, Bening's Clinic was able to overcome these obstacles by conducting regular evaluations and innovating in content presentation. With an adaptive and interactive approach, Bening's Clinic's digital strategy succeeded in building trust and encouraging customers to continue using its services.
Makna Tema Masa Muda dalam MV “Cheers to Youth” SEVENTEEN: Analisis Semiotika Roland Barthes Raudhotunnisa, Safina
Brand Communication Vol. 5 No. 2 (2026): Musik dan Film Sebagai Refleksi Kehidupan Manusia
Publisher : Prisani Cendekia Institute

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Abstract

This study aims to analyze the meaning of the theme of youth in SEVENTEEN's music video, "Cheers to Youth," using Roland Barthes' semiotic approach. Youth is understood as a transitional phase characterized by emotional growth, identity exploration, and social challenges. This music video was chosen as the object of research because it presents a powerful visual narrative that resonates with the experiences of young people. This analysis applies Barthes's three levels of signification: denotation, connotation, and myth. At the denotative level, visual and audio signs depict the everyday struggles and anxieties of adolescence. Connotation adds cultural and emotional meaning, emphasizing togetherness, self-acceptance, and hope for the future. Meanwhile, the myth that views youth as a precious stage of life that is worth celebrating despite its defenses. These findings highlight how music videos function not only as entertainment but also as a medium of representation, offering insights into the social realities and values held by the younger generation.
Konstruksi Patriarki Dalam Pembagian Peran Gender dan Beban Ganda Perempuan Dalam Komunikasi Sosial Khodijah, Dafina Nur; Yuliana, Nina
Brand Communication Vol. 5 No. 1 (2026): Gender dan Media Massa
Publisher : Prisani Cendekia Institute

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Abstract

Gender inequality remains a persistent issue in social life, particularly reflected in the unequal division of gender roles between men and women. Within patriarchal cultures, women are commonly associated with domestic responsibilities, while men are positioned as dominant actors in the public sphere. This unequal division of roles creates imbalanced power relations and contributes to the emergence of women’s double burden. This study aims to analyze the construction of patriarchy in the division of gender roles and its implications for women’s double burden within the context of social communication. The research employs a qualitative approach through a literature study, drawing on a social philosophy perspective to understand patriarchy as a structure of power relations, while communication studies are used to explain how patriarchal values are constructed and reproduced through everyday social communication practices. The findings indicate that patriarchy operates not only as a social system but also as a meaning-making process reproduced through language, social interactions, and media representations. These communication practices play a significant role in normalizing unequal gender roles and sustaining women’s double burden. Therefore, communication studies are essential for fostering critical reflection on social communication practices that continue to reproduce gender inequality.
Pergeseran Gaya Kampanye Politik dari Media Konvensional ke Narasi Mikro-Influencer Ramadhani, Putri Lailatul; Nafisah, Ruhbatun; Aisyah, Izmiyatul; Ega, Wahyu Fitri; Wulandari, Shofi
Brand Communication Vol. 5 No. 1 (2026): Gender dan Media Massa
Publisher : Prisani Cendekia Institute

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Abstract

This article examines the transformation of political campaign styles from conventional mass media to micro-influencer-driven narratives within the context of digital political communication. Using a Systematic Literature Review (SLR) approach guided by the PRISMA protocol and reported through the SPAR-4-SLR framework, this study synthesizes findings from 20 peer-reviewed journal articles indexed in the Scopus database published between 2016 and 2026. Keywords used include digital political communication, strategy political communication, and media political campaigns. The review reveals a significant shift toward personalized, narrative-based, and emotionally driven campaign strategies facilitated by micro-influencers, particularly in engaging Generation Z voters. While this shift enhances political participation and relatability, it also raises concerns regarding transparency, ethical campaigning, and democratic deliberation. The findings suggest that micro-influencers play a crucial role in shaping public opinion and influencing voter behavior, but also highlight the need for greater transparency and accountability in digital political communication. The study concludes that the use of micro-influencers in political campaigns is a double-edged sword, offering both opportunities and challenges for democratic engagement and deliberation.

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