cover
Article Per Year (5 Year)
All
Home Page
OAI Link
Editorial Team
Contact
Reviewer
Google Scholar
Contact Name
Radja Erland Hamzah
Contact Email
radjaerland@dsn.moestopo.ac.id
Phone
+628161439613
Journal Mail Official
jbc@jurnalprisanicendekia.com
Editorial Address
Jl. PONDOK CABE IV DALAM NO. 53A RT 001 RW 06 TANGSEL 15418
Location
Kota tangerang selatan,
Banten
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 126 Documents
 1   2   3   4   5 
Strategi Komunikasi Digital Marketing Untuk Meningkatkan Daya Beli Konsumen Disaat Pandemi Covid-19 Roosita Cindrakasih
Brand Communication Vol. 1 No. 2 (2022): Kepemimpinan Dalam Komunikasi Organisasi
Publisher : Prisani Cendekia Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This research focuses on digital marketing communication strategies in Vida Bekasi housing. With the aim of this study to find marketing communication strategies through effective digital marketing to increase people's purchasing power during the covid-19 pandemic and support consumer decisions in choosing the Vida Bekasi area. With Marketing Mix Theory (4P). The object of this research is the Digital Marketing Communication Strategy created by the Sales team and the Vida Bekasi Digital Marketing team. This research uses a qualitative method with a case study approach. With a descriptive analysis that includes observation, interviews, documentation studies and data analysis. With three lines of data analysis, namely data reduction, data presentation, and drawing conclusions. While the validity of the data used are data triangulation, theory triangulation, and methodological technique triangulation. The results of this study show that the products from Vida Bekasi are different from property developer products in general. In addition, there is a choice of residential forms, the prices offered also vary, Marketing Promos, residential concepts, and digital marketing strategies are also one of the attractions for consumers to keep buying during the Covid-19 pandemic
Pengaruh Konten Instagram @actforhumanity Terhadap Keputusan Berdonasi Pada Masa Pandemi Covid-19 : (Survei Pada Followers Akun Instagram @actforhumanity) Ruth Endhita Malodo; Retno Dyah Kusumastuti
Brand Communication Vol. 1 No. 2 (2022): Kepemimpinan Dalam Komunikasi Organisasi
Publisher : Prisani Cendekia Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

During the Covid-19 pandemic, invitations to donate, fundraising and social actions were widely echoed through social media. However, there are also many counterfeit online donation-raising activities which in the end make it increasingly difficult for people to put their trust in online donation-raising and it cannot be denied that it also affects people's decision to donate. In the midst of the rise of fake online donations, Aksi Cepat Tanggap (ACT) through its various online donation-raising content, nevertheless managed to attract sympathy and empathy from its donors. Therefore, this study aims to determine the magnitude of the influence of @actforhumanity's Instagram content on the decision to donate during the Covid-19 pandemic. This quantitative study uses Social Judgment Theory with the sampling technique of purposive sampling. The sample of this research is followers of the Instagram account @actforhumanity who have made donations to Aksi Cepat Tanggap (ACT) during the Covid-19 pandemic. In collecting data, this study used a questionnaire distributed to 100 respondents. In data analysis, the researcher used validity test, reliability test, simple linear regression test, coefficient of determination and hypothesis test using t test. It is easy to understand and the credibility of the content is the most influential indicator of the decision to donate during the Covid-19 pandemic. Based on the t-test, the t-count results were 10,917 > 1,660 t table. These results show that H0 is rejected and H1 is accepted. The results of the coefficient of determination test show that @actforhumanity's Instagram content has an influence of 54.9% on the decision to donate.
Adaptasi Komunikasi Antarbudaya Mahasiswa Perantau Universitas Pembangunan Nasional Veteran Jakarta Asal Medan Josephine Ester Angginauli Sihite; Retno Dyah Kusumastuti; Ratu Laura MBP
Brand Communication Vol. 1 No. 2 (2022): Kepemimpinan Dalam Komunikasi Organisasi
Publisher : Prisani Cendekia Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This research was conducted with the aim of knowing how to adapt and what obstacles were experienced by UPNVJ immigrant students from Medan. This research uses accommodation communication theory as a supporter in this research. The method used in this research is qualitative with the constructivism paradigm. The research approach in this study is phenomenology which is carried out to explore and understand the experiences of the immigrant students towards their adaptation activities. The data sources in this study are divided into two, namely primary data sources, namely six overseas students and secondary data sources, namely sources used by researchers to obtain additional data. The data collection technique used in this study was semi-structured interviews. Researchers used several stages of data analysis, namely data reduction, data presentation, conclusion drawing and data verification. The final result of this research shows that the overseas students from Medan have their own perspective on communication made by the people of Jakarta. Likewise, the way of communication carried out by nomad students with the community in their area of origin, there is more than one way. There are various obstacles experienced by overseas students when communicating in Jakarta. However, there are also many ways that immigrant students use to overcome these obstacles. The overseas students go through several stages of the process when adapting intercultural communication. Communication accommodation also occurs in the event of adaptation of intercultural communication of these nomad students. Communication accommodation carried out by overseas students is convergence communication accommodation. Where the overseas students try to adapt their way of communicating in a way that is usually used by the people of Jakarta when carrying out their communication
Persepsi Konsumen Tentang Strategi Konten Promosi Iklan Flash Sale 12.12 Shopee Mayang Riyantie; Alamsyah Alamsyah; Misnan Misnan
Brand Communication Vol. 1 No. 2 (2022): Kepemimpinan Dalam Komunikasi Organisasi
Publisher : Prisani Cendekia Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Flash Sale is one of the most effective types of advertising content strategies in communicating products and services, because flash sales are able to provide promotional messages with high appeal. This is in accordance with the desire and satisfaction of consumerism. This study aims to determine the response of shopee users regarding the promotional content of "Flash Sale 12.12 Shopee". The approach used is qualitative, by using descriptive method, with non-participant observation data collection. The results show that consumer perceptions of Shopee 12.12 flash sale ads are Shopee's strategy in influencing consumers to pursue low prices as soon as possible but in a short time. Audiences feel chased and encouraged to hunt for cheap items with fast transaction processes supported by free shipping costs. This strategy is trending very quickly, because consumers seem to be conditioned to double profits. With the frequency of flash sale shows that keep updating, even up to three times a day, consumers feel a loss if they miss the opportunity by not making a purchase.
Konten Instagram Unilever Indonesia Sebagai Upaya Branding Ramah Lingkungan Maya May Syarah; Sri Wulandari
Brand Communication Vol. 1 No. 2 (2022): Kepemimpinan Dalam Komunikasi Organisasi
Publisher : Prisani Cendekia Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Abstract: Unilever is considered environmentally friendly, doing digital branding to strengthen the company's image for a positive image. The digital branding tool is Instagram social media with the @unileveridn account. Instagram was chosen because as a social media it allows various forms of sharing, collaboration, and mutual understanding both in writing, visually, and audiovisually. Environmentally friendly content is used to describe activities that are good for the environment. Use qualitative descriptive methodology with a case study approach, this study aims to determine the content on Unilever Instagram as an environmentally friendly company branding effort. The results of the study stated that digital branding through content uploaded to @unileveridn aims as a media campaign or education related to the environment, including the use of sustainable resources, preservation of environmental functions. Environmentally friendly products such as products that can be recycled, reduce pollution, and conserve energy. It @unileveridn is considered effective in building a brand as an environmentally friendly company, this can also improve two-way communication with the wider community, as seen from the responses in the form of likes, comments and views. In delivering content, we sometimes collaborate with communities or institutions that care about the environment. This is in accordance with the functions of social media, namely Sharing, Collaborating and Connecting.
Pengaruh Tingkat Efektivitas Iklan Youtube Pantene Miracles Hair Terhadap Minat Beli Pada Masyarakat Kabupaten Bekasi Trimanah Trimanah; Urip Mulyadi; Absara Lita
Brand Communication Vol. 1 No. 3 (2022): Komunikasi Era Media Baru
Publisher : Prisani Cendekia Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

On January 2, 2022 Brand Pantene introduced its newest product, Miracles Hair Supplement, which was then followed by the release of an advertising campaign titled bye #rambutcapek hello #rambutcharged. The campaign put Keanu Agl, a celebgram with long hair, as the star of the ad. The number of views for the ad on Youtube has reached more than 45 million and with more than 182 thousand positive comments. This study aims to determine the effect of Pantene Miracles Hair Supplement #RambutCapek #RambutKeCharged advertising on purchase intention, using four variable dimensions, there are Empathy, Persuasion, Impact, and Communication (EPIC). This is a quantitative research with data collection techniques using questionnaires distributed to 100 respondents obtained through purposive sampling technique. The theory used is the theory of selective influenza. The results showed that this Pantene Youtube Ad proved effective in influencing buying interest with each dimension getting a score of 4.04 (Empathy), 3.86 (Persuasion), 4.02 (Impact), 4.07 (Communication) and with an average score of 3.98. This ad has not been able to achieve a maximum score of 5 due to the selectivity of consumers in determining their interest in the advertised product.
Strategi Public Relations Dalam Mempertahankan Citra Perusahaan : Studi Pada Program Pelayanan Prima PT. Tiki Jalur Nugraha Ekakurir Pada Masa Covid-19 Asfian Muhammad Asfian Eko
Brand Communication Vol. 1 No. 3 (2022): Komunikasi Era Media Baru
Publisher : Prisani Cendekia Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to find out what strategy the PR of PT. JNE in maintaining the company's image through excellent service and knowing how the PR strategy process of PT. JNE in maintaining the company's image through excellent service by using service theory and management strategy. The method used is descriptive qualitative using primary and secondary data sources. Data retrieval technique is done by. Researchers used four stages, namely data collection, data reduction, data presentation, and data triangulation. The final result of the research shows the strategies and processes carried out by PT. Tiki Lintas Nugraha Ekakurir is a public relations strategy with a social responsibility approach. Through the excellent service program activities, namely collaborating in helping the delivery of health personal protective equipment, donating money to the government, spraying disinfectants and distributing masks in the community. From this strategic process, a responsible approach is taken to achieve positive results for the company's image. As well as the activities carried out by PT. Tiki JNE during the covid-19 period in Indonesia, got a positive corporate image from JNE users who collaborated to send donations and recipients of assistance carried out by JNE.
Analisis Resepsi Khalayak Tentang Stigma Orang Dengan Skizofrenia Pada Tayangan Youtube CXO MEDIA “Perspektif” Episode 23 Devi Salsabillah; Retno Dyah Kusumastuti
Brand Communication Vol. 1 No. 3 (2022): Komunikasi Era Media Baru
Publisher : Prisani Cendekia Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to find the meaning formed by the audience about the stigma of people with schizophrenia (ODS) through YouTube shows on the CXO Media Channel on the program “Perspektif” Episode 23 – Semua Penyakit Ada Obatnya. The video was chosen by the researcher as the object of research because it is considered one of the videos devoted to discussing what schizophrenia is and the stigma attached to the sufferer. As a chronic disease, people often ignore empathy for people with schizophrenia. Therefore, this study seeks to find out how the phenomenon of stigma against People with Schizophrenia (ODS) on CXO Media's YouTube show “Perspektif” Episode 23 - All Diseases Has a Cure by using the encoding-decoding model audience reception theory initiated by Stuart Hall. This study uses a qualitative descriptive method. The data collection technique was done by the purposive sampling technique. The results showed that from the five informants, there were 4 (four) informants belonging to the dominant hegemonic position and 1 (one) informant belonging to the negotiating position. The differences in meaning conveyed by the five informants were based on the different backgrounds possessed by each informant, including life experience, beliefs religion, socio-geographic (residential environment), level of knowledge or education, and how to use social media
Representasi Maskulin Jokowi Pada #JKWVLOG Tinju Dalam Analisis Semiotika Roland Barthes Lymbarski Caesariano; Yulianti Fajar Wulandari; Murtiadi Murtiadi; Yan Bastian
Brand Communication Vol. 1 No. 3 (2022): Komunikasi Era Media Baru
Publisher : Prisani Cendekia Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The purpose of this research is to find out the symbols that appear on a video blog or vlog. In this study, a video blog or vlog becomes the object of research. Video blog (vlog) featuring boxing with the concept of imaging an adult male figure with a masculine appearance. President Joko Widodo or Jokowi is one of the vloggers. In the video blog (vlog) he made with the title of the blog entitled "#JKWVLOG TINJU" it shows a figure who is far from the symbol of the presidency. This is what researchers are interested in analyzing from the semiotic side of Roland Barthes. The aim is to find out how the symbol of masculinity is raised by President Jokowi through his vlog content. This research uses constructivism paradigm, with this research approach using descriptive qualitative method. In this study, data were collected through thorough observations on the object of research, namely a vlog entitled "#JKWVLOG TINJU" as a knife of analysis by researchers using Roland Barthes' semiotics model, namely an analysis of sign relationships. The results showed that the representation of masculinity was no sissy stuff, Give them Hell, Be a Big Wheel, and Be a Sturdy Oak
Komunikasi Organisasi Pada Organisasi Masyarakat/Ormas di Jakarta: Studi Kasus Forum Betawi Rempug Lerman Sinaga
Brand Communication Vol. 1 No. 3 (2022): Komunikasi Era Media Baru
Publisher : Prisani Cendekia Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

FBR was the biggest local mass organization in Jakarta, Indonesia. Existence of FBR to show active people participate for development process in country. It is shows us how the real democrate process happened in Indonesia. History about FBR people always give identify Betawi as the group of people in Jakarta. This research problem was how identity FBR as mass organization in this era? The theoretical studies of this research were organization, organization communication, organization communication cultural studies. Methodology this research use interpretive and qualitative data processing. Depth interview use with FBR members in Jakarta. Finding show that FBR moving has change from anti immigrant (FBR see immigrant was colonialist) to justice for all people in Jakarta. Beside that FBR also was struggling live people economy for Betawi people.

Page 2 of 13 | Total Record : 126

 1   2   3   4   5 

Filter by Year

2022 2025


Reset
Filter By Issues
All Issue Vol. 4 No. 3 (2025): Media Sosial dan Peradaban Manusia Vol. 4 No. 2 (2025): Persepsi dan Opini Khalayak Dalam Kehidupan Manusia Vol. 4 No. 1 (2025): Kekuatan Kampanye dan Promosi di Era Digital Vol. 3 No. 4 (2024): Konten Dalam Kehidupan Sehari-Hari Vol. 3 No. 3 (2024): Komunikasi Politik Dalam Pertarungan dan Penggunaan Media Baru Vol. 3 No. 2 (2024): Manusia Digital Dalam Tatanan Masyarakat Era Informasi Baru/New Information Era Vol. 3 No. 1 (2024): Komunikasi Pemasaran, IMC dan Pertarungan Brand di Era Digital Vol. 2 No. 4 (2023): Perencanaan dan Implementasi Manajemen Strategi Komunikasi Organisasi Dalam Bid Vol. 2 No. 3 (2023): Komunikasi Persuasif dan Argumentatif Mengarahkan Tindakan dan Perilaku Publik Vol. 2 No. 2 (2023): Strategi dan Efek Komunikasi Media Dalam Kehidupan Manusia Vol. 2 No. 1 (2023): Konten Televisi dan Politik Vol. 1 No. 3 (2022): Komunikasi Era Media Baru Vol. 1 No. 2 (2022): Kepemimpinan Dalam Komunikasi Organisasi Vol. 1 No. 1 (2022): Isu Komunikasi Era Pandemik di Indonesia More Issue