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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 126 Documents
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Pengaruh Konten Kartun Pada Akun Instagram @jokowi Terhadap Citra Jokowi Aufiyah, Kiara; Prisgunanto, Ilham
Brand Communication Vol. 2 No. 4 (2023): Perencanaan dan Implementasi Manajemen Strategi Komunikasi Organisasi Dalam Bid
Publisher : Prisani Cendekia Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70704/bc.v2i4.233

Abstract

The model of communicating by utilizing the internet as a technical and physical medium is a new phenomenon in the communication process that has occurred between humans since the end of the 20th century and has become a fundamental part of society, education, industry, and government. This is also done by the highest figure in the government, President Joko Widodo. He often uses cartoons in his social media content as his communication style. This study aimed to determine the strength of the cartoon narrative on Instagram @Jokowi social media and to determine the level of understanding of netizens towards the figure of Joko Widodo. The research method used is a quantitative approach. Cartoon content contained in the @jokowi Instagram account has an influence of 50,7% on Jokowi's image, while the rest is influenced by other factors not included in this study by 43%. In the t-test or partial results, Cartoon Content has a significant positive effect on Jokowi's Image. The calculated t value of 10.979 is greater than the t table value of 1.660, which means that the Ha hypothesis is accepted that cartoon content on Instagram @jokowi affects Jokowi's image. Therefore, Jokowi's communication team, through his Instagram account, is expected to expand the strategies that have been carried out to improve the quality of his image.
Pengaruh Terpaan Iklan Kredivo Versi Hidup #sefleksibelitu Terhadap Pengambilan Keputusan Dalam Bertransaksi Menggunakan Kredivo Bion, Bion
Brand Communication Vol. 2 No. 4 (2023): Perencanaan dan Implementasi Manajemen Strategi Komunikasi Organisasi Dalam Bid
Publisher : Prisani Cendekia Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70704/bc.v2i4.234

Abstract

Along with the development of the era where internet networks have become a primary need and smartphones have become important items, various manufacturers are now competing in making smartphone applications so that their products or services are used by many people. This also applies to the banking industry which gave birth to a new thing called financial technology (FinTech). The presence of FinTech then gave birth to new services and ways of doing transactions, namely transactions through credit applications and online loans. One of the FinTechs that provide these services is Kredivo, which was founded by PT FinAccel Teknologi Indonesia in 2016. One of the strategies used by Kredivo in promoting its products is to use advertising media. Kredivo through a campaign with the hashtag #Sefelksibelitu has launched several advertisements, one of which is 'Hidup #Seflexibelitu | Kredivo'. This advertisement has been watched by 29.2 million people on the Kredivo Youtube channel. This made researchers interested in knowing the effect of advertising exposure on the decision to make a transaction using Kredivo. The purpose of this research is to find out whether or not there is an effect of the #SeflexibleLife | Life advertisement Kredivo for making decisions on transactions using Kredivo. This research is quantitative research with a descriptive approach. Questionnaires with 9 differential semantic scales were distributed using a purposive sampling technique to 100 people who met the respondent's criteria. Then the results of the study were analyzed using a simple linear regression test. The results showed that exposure to Kredivo Hidup #Seflexibelitu advertising had a positive effect on the decision to make a transaction using Kredivo and the contribution was 19%.
Strategi Marketing Public Relations Brand Syariah Pada Industri Hotel: Studi Hotel Al Hanifi Banda Aceh Yulian, Yasmine
Brand Communication Vol. 2 No. 4 (2023): Perencanaan dan Implementasi Manajemen Strategi Komunikasi Organisasi Dalam Bid
Publisher : Prisani Cendekia Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70704/bc.v2i4.236

Abstract

This research suggests about the marketing public relations of Islamic hotels in Banda Aceh.) The marketing public relations activities of Islamic hotels are carried out with the aim of attracting consumers' interest with Islamic-based hotel services and facilities. As well as growing public awareness to use sharia hotels, this study uses a qualitative method with a descriptive approach. With data collection techniques through interviews, observation and documentation. From the results of this study, it can be concluded that marketing public relations in carrying out marketing strategies at the Al Hanifi hotel has several forms of strategies consisting of pull strategy (attracting), Push Strategy (pushing) and Pass Strategy (persuing) in marketing Public Relations activities. Data analysis was carried out using an interactive analysis model developed by Miles and Huberman covering the process of data collection, data reduction, data presentation and drawing conclusions. Based on the results of the study, it can be concluded that the marketing public relations of the Al Hanifi hotel has several strategies, such as maintaining guest trust, providing the best service, and sponsoring community events.
Analisis Teori Dusta Umberto Eco Dalam Kasus Kopi Sianida Jessica Wongso Hermawan, Febry; Purnomo, Hadi
Brand Communication Vol. 2 No. 4 (2023): Perencanaan dan Implementasi Manajemen Strategi Komunikasi Organisasi Dalam Bid
Publisher : Prisani Cendekia Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70704/bc.v2i4.238

Abstract

In the cyanide coffee case of Jessica Wongso, Umberto Eco's lying theory can be applied to analyze Jessica's testimony. Based on Eco's theory of lies, lying is a complex form of communication that involves various factors, such as motivation, situation and ability to lie. Based on the available evidence, Jessica's testimony that she did not know that the coffee she gave Mirna contained cyanide is considered unreasonable. Such testimony can be considered a lie caused by several factors, such as a motivation to cover up a mistake, a desire to protect others, or an inability to remember the actual incident. The research paradigm is critical, with a qualitative research approach, which does not present specific measurements, but presents meanings from the analysis of the relationship between signs and other signs. This is in accordance with the semiotic research method, which links one sign to another to reach conclusions. The research results show that the analysis of the lie theory put forward by Umberto Eco and its application in the Cyanide Coffee case involving Jessica Wongso, can be seen how the concepts put forward by Eco can provide valuable insight in understanding the dynamics and complexity of the case. In this case, there are narrative elements constructed by the parties involved, including Jessica Wongso, the mass media and the general public. The use of strong narratives and persuasive rhetoric can influence public perception and understanding of the case. Furthermore, the concepts of play and manipulation in Eco's theory of lies are also relevant in the context of this case. There are allegations that Jessica Wongso played a role in the tragic death of Mirna Solihin by using coffee containing cyanide. Eco argues that lies and manipulation can be used to produce certain effects in communication. In this case, the alleged manipulation and games carried out by Jessica Wongso influenced the parties concerned. Apart from that, Eco's lie theory also highlights the importance of context and interpretation in understanding the truth. In this case, there are differences in interpretation and understanding between the parties involved, including Jessica Wongso, Mirna Solihin's family, and the public. The concept of multiple interpretations and subjectivity in understanding the truth can be seen as significant elements in this case.
Pengaruh Intensitas Penggunaan YouTube Terhadap Kepuasan Karyawan Dalam Mendapatkan Hiburan yang Diinginkan Ekohandito, Rahardian Shandy; Luthfiyyah, Annisa
Brand Communication Vol. 2 No. 4 (2023): Perencanaan dan Implementasi Manajemen Strategi Komunikasi Organisasi Dalam Bid
Publisher : Prisani Cendekia Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70704/bc.v2i4.239

Abstract

The study investigates how using YouTube affects employee satisfaction in getting desired entertainment. This research uses the descriptive quantitative research method and purposive sampling as the data collection technique by distributed questionnaires. The respondents in this research are 75 head office employees of PT Module Intracs Yasatama who actively use YouTube. The study indicates that using YouTube positively impacts on satisfaction among employees in getting desired entertainment. Moreover, based on the coefficient of determination test, it found that the effect of YouTube usage (X) on employee satisfaction in getting the desired entertainment (Y) is 21,8%. Please note that the types of entertainment that most want on YouTube are comedy and podcasts.
Implementasi Cyber Public Relations dalam Meningkatkan Promosi Wisata Setu Babakan Sebagai Destinasi Wisata Budaya Betawi Afni, Nur Afni Sakinah
Brand Communication Vol. 3 No. 1 (2024): Komunikasi Pemasaran, IMC dan Pertarungan Brand di Era Digital
Publisher : Prisani Cendekia Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70704/bc.v3i1.240

Abstract

This research aims to investigate the role of Cyber Public Relations in enhancing the promotion of Setu Babakan cultural tourism as a distinctive Betawi destination. Employing online surveys, social media analysis, and interviews, the study delves into the impact of digital communication strategies on the awareness and perceptions of visitors towards Setu Babakan. The literature review provides a theoretical foundation on the concept of Cyber Public Relations and the close relationship between cultural tourism and Betawi identity. Research findings depict visitor responses, the effectiveness of social media campaigns, and stakeholder perspectives. The analysis of results indicates the positive contribution of Cyber Public Relations in strengthening the image of Setu Babakan as a cultural tourism destination, while also identifying challenges and opportunities for improvement to enhance the effectiveness of these strategies. The conclusion summarizes the findings and practical implications, while recommendations are presented to support the future development of Cyber Public Relations campaigns in the context of promoting local cultural tourism. This research is expected to contribute to practical and theoretical understanding of the role of digital communication strategies in supporting the growth of cultural tourism in Indonesia.
Peran Ekspresi Wajah Dalam Membangun Komunikasi Non Verbal Bagi Anak-Anak Dengan Autisme Marcha, Audry
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.v3i2.244

Abstract

Autism is a spectrum of developmental disorders that often make it difficult for individuals to communicate. Verbal communication in children with autism is often hampered, requiring a holistic approach to support more effective understanding and delivery of messages. This study aims to examine the role of facial expressions in supporting verbal communication in children with autism. The research method involves in-depth observation of the facial expressions of children with autism in everyday communication situations, supported by detailed analysis of the verbal interactions that occur. The data collected is interpreted to understand how facial expressions can be an important tool in strengthening and complementing verbal communication that may be limited. The results showed that facial expressions, including various facial expressions and emotions, play a significant role in supporting the understanding and interpretation of verbal messages in children with autism. The interaction between facial expressions and verbal communication shows a close relationship, where non-verbal expressions can communicate nuances and meanings that may be difficult to express verbally.
Public Relations Dalam Krisis: Studi Situational Crisis Communication (SCC) Rizkiah Marda, Syella
Brand Communication Vol. 3 No. 1 (2024): Komunikasi Pemasaran, IMC dan Pertarungan Brand di Era Digital
Publisher : Prisani Cendekia Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70704/bc.v3i1.245

Abstract

Crisis communication is the exchange of information between an organization and its constituents during and after the occurrence of a crisis. This research employs a descriptive technique and a qualitative method. Techniques for data gathering use documenting. The findings of this research suggest that a crisis communication plan should be suitable and swift in order to overcome public reaction and avoid a protracted crisis communication. Communication in Times of Crisis Pre-Crisis management is carried out by Public Relations, namely in the preparation (Planning) stage, which includes the establishment of a Public Relations team responsible for providing information, a clean-up and executive summery formation team, and Crisis-Response, namely the manufacturing stage. Press releases, clarifications, establishing stakeholder and media relations, and finally, Post-Crisis, namely the advancement of Public Relations not only to improve the company's image but also to improve performance, press conferences, and dissemination of publications are also implemented to improve things in the short and long term through programs.
Peran Komunikasi Guru SDIT Al-Uswah dalam Meningkatkan Motivasi Belajar Siswa Vajrani, Nadinda Zulfa
Brand Communication Vol. 3 No. 1 (2024): Komunikasi Pemasaran, IMC dan Pertarungan Brand di Era Digital
Publisher : Prisani Cendekia Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70704/bc.v3i1.249

Abstract

The focus of this research is the role of teacher communication in increasing the motivation of grade I students of SDIT Al-Uswah. The purpose of this study is to describe the role of teacher communication in increasing the learning motivation of SDIT Al-Uswah students. The research method used in this research is qualitative method. Data collection techniques using observation, interview and documentation techniques. The result of this research is an understanding of the diverse teaching strategies and methods applied by teachers at SDIT Al-Uswah. This variety can affect students' level of acceptance of teaching which will ultimately contribute to increasing students' learning motivation in the classroom. This is because Islamic schools will generally have a different system from public schools, including in communication between teachers and students. Teachers are expected to provide lessons on the values of courtesy, gentleness in interacting with teachers and friends, fostering mutual affection, cultivating mutual respect and encouraging a spirit of help among fellow students.
Analisis Psikologis Strategi Pemasaran Digital Dalam Industri Musik: Studi Kasus pada Lagu Bunga Hati – Salma Salsabil Idol 12 Syafrida, Alyazra
Brand Communication Vol. 3 No. 1 (2024): Komunikasi Pemasaran, IMC dan Pertarungan Brand di Era Digital
Publisher : Prisani Cendekia Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70704/bc.v3i1.250

Abstract

This research aims to conduct a psychological analysis of digital marketing strategies employed in the music industry, focusing on the song "Bunga Hati" performed by Salma Salsabil, a contestant in the 12th season of Indonesian Idol. Through a case study approach, we explore how elements of digital marketing such as visuals, narratives, and fan interactions can influence consumer perceptions and psychological responses. The research methodology includes sentiment analysis of online responses to the song, visual interpretation of digital marketing materials, and understanding direct interactions between Salma Salsabil and her fans on digital platforms. Research findings indicate that digital marketing strategies that build emotional connections with the audience have a positive impact on perceptions of the song and the artist. The discussion involves interpreting findings within the context of consumer psychology theories and the success of digital marketing strategies in creating a deeper experience for listeners. The implications of this research can offer valuable insights for marketing practitioners in the music industry to understand how the use of digital marketing strategies can create deeper psychological effects on the audience, particularly in the context of competitions like Indonesian Idol. The conclusion of this research highlights the importance of integrating psychological elements in the development of digital marketing strategies in the music industry, providing a foundation for further research in this field.

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