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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 138 Documents
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Pengaruh Penggunaan Tiktok Terhadap Perilaku Karyawan Dalam Menjalin Pertemanan di Lingkungan Kerja : Studi Regresi pada PT Gabungan Era Mandiri Joshua Winata; Maya May Syarah; Herman Herman
Brand Communication Vol. 5 No. 4 (2026): Nettizen Sebagai Audiens Pada Gawai Internet
Publisher : Prisani Cendekia Institute

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Abstract

The purpose of this research is to analyze the effect of TikTok usage on employees' behavior in establishing and maintaining friendships in the workplace environment of PT Gabungan Era Mandiri. This study employs a quantitative approach using a survey method, with questionnaires distributed as the primary data collection instrument. The main theoretical framework applied in this research is the Uses and Gratifications Theory, which explains how individuals actively use media to fulfill their needs and obtain specific gratifications. This theory views media audiences as active users who have the autonomy to select and utilize media according to their personal motives and objectives. The quantitative approach adopted in this study is grounded in the post-positivist paradigm, characterized by the use of numerical data, systematic observation and measurement processes, and hypothesis testing through statistical analysis to produce objective and measurable research findings.
Pengaruh Media Sosial Instagram Female Daily Terhadap Keinginan Berkunjung Ke Jakarta X Beauty Maitsaa Bilqiis Salsabiil
Brand Communication Vol. 5 No. 3 (2026): Efek Media Baru Pada Kehidupan Manusia
Publisher : Prisani Cendekia Institute

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This study aims to examine the influence of Female Daily’s Instagram use on audience intention to visit the Jakarta X Beauty event and to determine the contribution of that influence. The study employed a quantitative causal research approach. Data were collected through an online survey of 100 active Female Daily Instagram followers residing in the Greater Jakarta area who had been exposed to Jakarta X Beauty information through Female Daily’s Instagram. The sampling technique was non-probability sampling. The research instrument used a 1–9 semantic differential scale and the data were analyzed using simple linear regression. The findings show that the instruments for Female Daily Instagram Social Media (X) and Visit Intention (Y) were reliable, with Cronbach’s Alpha values of 0.908 and 0.869, respectively. The regression analysis produced a coefficient of 0.265, a t-statistic of 8.728, and a significance level of <0.001. Thus, Female Daily’s Instagram use has a positive and significant influence on intention to visit Jakarta X Beauty. The R Square value of 0.437 indicates that X explains 43.7% of the variation in Y, while the remaining 56.3% is associated with factors outside the research model. Descriptively, surveillance was the strongest dimension of X, while transactional intention was the stronger dimension of Y.
Representasi Kesetiaan Istri dalam Film Sore: Istri dari Masa Depan (Semiotika Roland Barthes) Muhammad Karjani; Silvina Mayasari; Sultan Himawan
Brand Communication Vol. 5 No. 4 (2026): Nettizen Sebagai Audiens Pada Gawai Internet
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This study aims to examine the representation of a wife's loyalty in the Indonesian film Sore: Istri dari Masa Depan (2025), directed by Yandy Laurens, using Roland Barthes' semiotic framework. Employing a descriptive qualitative approach within a constructivist paradigm, the study focuses on seven key scenes depicting cigarettes, alcohol, shoes, dietary habits, time loops, supportive dialogue, and Jonathan's transformation as units of analysis. Data were collected through observation, documentation, and literature review. The data were processed using Miles and Huberman's interactive model and analyzed through three levels of semiotic signification: denotation, connotation, and myth. Source triangulation was applied to enhance the credibility of the findings. The results reveal that the wife's loyalty is not represented as a static or inherent characteristic but as a gradual process involving three interconnected dimensions: trust as its foundation, commitment as an ongoing practice, and sacrifice as its ultimate expression. The recurring time-loop narrative functions as a central myth, symbolizing persistent devotion and the pursuit of long-term transformation within a marital relationship. The study concludes that the film constructs marital loyalty as a continuous willingness to confront recurring challenges for mutual growth, contributing to a deeper understanding of gender representation and marital relationships in contemporary Indonesian cinema
Efektivitas Podcast KAMU (Kisi FM ada Tamu) Terhadap Pemenuhan Kebutuhan Informasi Subscriber Youtube @kisifmbogor Nabila Yuzaindri; Susana Susana; Abdul Aziz
Brand Communication Vol. 5 No. 4 (2026): Nettizen Sebagai Audiens Pada Gawai Internet
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The development of digital media has transformed how audiences access information, encouraging broadcasting organizations to adopt digital platforms such as podcasts. This study examines the effect of the effectiveness of the KAMU (KISI FM Ada Tamu) podcast on fulfilling the information needs of subscribers to the @kisifmbogor YouTube channel. A quantitative approach using a survey method was employed, involving 91 respondents selected through purposive sampling. Participants were subscribers who had watched at least three episodes of the KAMU podcast. Data were collected using questionnaires and analyzed through simple linear regression, the coefficient of determination, and a t-test using SPSS. The findings indicate that podcast effectiveness has a positive and statistically significant effect on the fulfillment of subscribers' information needs (p < 0.001). The coefficient of determination (R² = 0.520) indicates that podcast effectiveness explains 52.0% of the variance in information need fulfillment. Furthermore, the average Gratification Sought (3.47) exceeded Gratification Obtained (3.44), indicating that subscribers' expectations were not fully met. These findings suggest that the KAMU podcast plays a significant role in addressing subscribers' information needs while highlighting opportunities to improve content quality and audience satisfaction.
Eksplorasi Pengalaman Fear of Missing Out (FOMO) Dalam Praktik Pembelian Impulsif Generasi Z di TikTok: Studi Netnografi Afifah Aulia; Andi Setyawan
Brand Communication Vol. 5 No. 4 (2026): Nettizen Sebagai Audiens Pada Gawai Internet
Publisher : Prisani Cendekia Institute

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Abstract

TikTok is a social media platform widely popular among Generation Z, whose For You Page (FYP) algorithm drives repeated and personalized content exposure. Local brands such as Mykonos leverage this condition to market their products, giving rise to the phenomenon of Fear of Missing Out (FOMO), which is linked to users' impulsive buying behavior. This study aims to explore and deeply understand the experiences and meaning-making of Generation Z TikTok users regarding FOMO in impulsive buying practices within the Mykonos brand community. The study uses a qualitative approach with a netnographic design, involving observation of five TikTok contents, analysis of one hundred user comments, and in-depth interviews with three informants selected through purposive sampling, with data analyzed using NVivo 12 Pro software. The results show that TikTok functions as a space for Computer-Mediated Communication that connects brands, content creators, and users, shaping the perception that a product is currently popular. Exposure to positive reviews, creator recommendations, limited-stock information, and live shopping triggers FOMO, which drives some users to make spontaneous purchases, although individual responses to this condition vary.
Strategi Komunikasi Marketing pada Akun TikTok Quezelyhere Melalui Fitur Paid Promotion Aulia Sabrina Kurniawan; Fifit Fitriansyah; Mety Titin Herawati
Brand Communication Vol. 5 No. 4 (2026): Nettizen Sebagai Audiens Pada Gawai Internet
Publisher : Prisani Cendekia Institute

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Abstract

The growing use of TikTok as a digital marketing platform has encouraged content creators to integrate promotional messages into engaging content. The TikTok account Quezelyhere delivers promotional messages through short-form interviews featuring public figures and influencers. This study aimed to analyze the marketing communication strategy implemented by the Quezelyhere TikTok account through paid promotion. A qualitative approach with a case study method was employed, involving three informants selected through purposive sampling. Data were collected through interviews, observation, and documentation. The findings revealed that Quezelyhere implemented a soft-selling strategy by integrating entertainment and promotional elements into short-form interview content. Promotional messages were presented naturally and non-intrusively to attract audience attention and encourage interest in the promoted products. Furthermore, creative content presentation and the selection of relevant interviewees were identified as supporting elements of the marketing communication strategy. The study concluded that Quezelyhere's marketing communication strategy emphasized the integration of promotional messages into entertaining and engaging content, allowing paid promotion to be delivered without relying on direct selling approaches.
Strategi Social Media Specialist Dalam Membangun Brand Awareness Melalui Konten Edukasi dan Promosi Pada Akun Instagram @ihc.klinikpertamina Aprilia Handayani; Gema Irhamdhika
Brand Communication Vol. 5 No. 4 (2026): Nettizen Sebagai Audiens Pada Gawai Internet
Publisher : Prisani Cendekia Institute

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Abstract

This study aims to analyze social media specialist strategies for building brand awareness through educational and promotional content on the Instagram account @ihc.klinikpertamina. The study employed a qualitative approach using qualitative content analysis. Data were collected by observing and documenting four Instagram posts, comprising two educational and two promotional posts. The data were analyzed using Regina Luttrell's Circular Model of Social Media, encompassing four stages: share, optimize, manage, and engage, alongside Aaker's concept of brand awareness. The findings revealed that communication strategies were implemented through the dissemination of health information and service promotions, optimization of messages and visual identity, content publication management, and the provision of opportunities for audience interaction. Educational content was intended to communicate health information and foster trust, while promotional content introduced available healthcare services. Consistent use of logos, colors, and visual designs provided identifiable brand recognition cues. However, brand recall and top-of-mind awareness could not be established because audience awareness was not directly measured. 
Strategi Komunikasi Pemasaran UMKM Oseng Mercon Pada Akun Instagram @OsengosengJKT Risky Cristian Dominicus Pakpahan; Silvina Mayasari; Sultan Himawan
Brand Communication Vol. 5 No. 4 (2026): Nettizen Sebagai Audiens Pada Gawai Internet
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This study aims to examine the marketing communication strategy applied by the MSME Oseng Mercon through its Instagram account @Osengoseng.jkt in promoting its products to a wider audience. The research employed a qualitative approach grounded in the constructivism paradigm, with data collected through observation of Instagram content, interviews with the account manager, and documentation of digital marketing activities carried out in the Rawamangun Muka area, East Jakarta. The findings show that @Osengoseng.jkt has optimally utilized Instagram based on Kotler's five pillars of digital marketing, namely responsive two-way interaction, strong audience engagement with an engagement rate reaching 12.39%, creative content such as photos, reels, and customer reviews, relationship marketing strategies through friendly service and loyalty programs, and cost efficiency combined with wide promotional reach that has even attracted attention from national media. Overall, consistent and interactive management of Instagram has proven to be a key factor in Oseng Mercon's success in building brand image and strengthening customer loyalty in the digital marketing era.

Page 14 of 14 | Total Record : 138

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