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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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Strategi Komunikasi Pemasaran Mc Donald Bojongsari Depok Dalam Mencapai Top of Mind Pelanggan Akil, Rafiuddin
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.v3i1.254

Abstract

This study aims to find out the integrated marketing communication strategy applied by Mc Donald Bojongsari Depok in achieving top of mind customers. Top of mind is the highest level of brand awareness that customers have, so that the brand becomes the first choice when customers want to buy a certain product. This study uses a qualitative method with data collection techniques through observation, interviews, and documentation. The subjects of the study are managers, employees, and customers of Mc Donald Bojongsari Depok. The data obtained are then analyzed using SWOT and TOWS analysis to identify the strengths, weaknesses, opportunities, and threats faced by the fast food outlet, as well as to formulate appropriate alternative strategies. The results of the study show that Mc Donald Bojongsari Depok implements various integrated marketing communication strategies, such as social media, influencer marketing, event marketing, corporate social responsibility, advertising, sales promotion, publication, personal selling, and direct marketing. These strategies aim to increase sales and brand awareness, as well as to achieve top of mind customers. The results of the study also show that the integrated marketing communication strategy applied by Mc Donald Bojongsari Depok is successful in achieving its goals, because it is supported by observation, interview, and documentation data that show that customers have high levels of awareness, recognition, preference, and loyalty to the Mc Donald Bojongsari Depok brand.
Komunikasi Interpersonal Orangtua Pendamping Warga Negara Berkebutuhan Khusus Sebagai Pelaku UMKM : Studi Deskriptif Komunikasi Interpersonal Warga Negara Berkebutuhan Khusus Sebagai Pelaku UMKM di Pasar Gintung Ciputat Tangerang Selatan Barizki, Rezzi; Marestiani, Rini
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.v3i1.258

Abstract

The role of parental communication with children can provide input and solutions and influence them. The communication techniques that WNBK parents convey to children who have a diagnosis of deafness are using sign language, visually impaired difficulty adapting to a new place through touching, mentally impaired using simple language or two words, autism repeated delivery, using body language and speaking full of emphasis and down syndrome limited vocabulary, hearing impairment using sign language, impaired speech less clear, impaired the delivery of the word subtly. The purpose of this study is to determine the interpersonal communication carried out by WNBK accompanying parents to children with special needs and find out the obstacles to interpersonal communication carried out by WNBK UMKM companion parents. The research methods used are qualitative. Data collection techniques in this study used interview, observation, and documentation techniques. Data analysis techniques consist of data collection, data reduction, data presentation, and decision-making. The data validity technique used consists of the persistence of observation and triangulation. The result of this study is interpersonal communication between parents and children with special needs to maintain an effective interpersonal communication process between parents and children, especially related to diverse values so that effective interpersonal communication will also be created for children and will affect the performance and success of a program and facilitate the achievement of goals. The child's openness to parents in communicating provides all information about all problems or obstacles to the child.
Strategi Komunikasi Pemasaran Dalam Menangani Komplain Konsumen Produk Jam Tangan/Arloji Melalui Media Sosial : Studi PT Optima Technology Indonesia Pada Tiktok Hendro, Hendro
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.v3i2.276

Abstract

The advancement of digital technology has significantly impacted daily life. The widespread utilization of social media has facilitated ease of access for industry stakeholders to identify and address customer complaints or grievances. TikTok, among other platforms, serves as a channel through which customers articulate their concerns. The objective of this study is to examine the marketing communication strategies employed by PT Optima Technology Indonesia in addressing consumer complaints on the social media platform TikTok. It will specifically focus on customer happiness, loyalty, and the factors that influence them. The study, which employed qualitative methodologies including as interviews with Customer service and E-commerce specialists, reveals that PT Optima Technology Indonesia’s marketing communication efforts are generally seen favourably. Nevertheless, the research provides suggestions to PT Optima Technology Indonesia on how to improve the quality of their products and services, specifically in dealing with product complaints on TikTok. The findings indicate that PT Optima Technology Indonesia can enhance the quality of its products and services by comprehending the specific attributes of complaints or grievances stated by customers in a blunt manner on TikTok. Moreover, the study emphasises the significance of PT Optima Technology Indonesia in identifying areas that need improvement and devising communication strategies based on these findings.
Efektivitas Program Taxlive Dalam Meningkatkan Kesadaran Masyarakat : Studi Pada Direktorat Jenderal Pajak Kementerian Keuangan Republik Indonesia Khafiyya, Azka
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.v3i2.277

Abstract

Taxpayers have a personal responsibility that must be carried out to an effort to fulfill all their rights and obligation in taxation. Even though taxpayers will continue to change over time, this obligation must still be fulfilled by the public as a sign of compliance with the rules and regulations set in Indonesia. This study aimed to determine there is an influence of TaxLive program on increasing public’s awareness to pay Tax. This study used quantitative research, with associative and descriptive approaches. The collecting data used questionnaire through google form that distributed to 101 respondents. Research questionnaire tested by using semantic differential measurement with 9 scales. The data analysis technique used SPSS software, which was explained descriptively. The questionnaire result tested by using simple linear regression and ANOVA. The result showed that Fvalue < Ftable (1.99 < 2.47), it can be concluded that Taxlive program hasn’t positive and significant influence on increasing public’s awareness to pay Tax.
Analisis Foto Tari Remo Di Media Sosial Instagram @surabaya Melalui Metode EDFAT (entire, detail, frame, angle, time) Sarjono, Doni; Fadeli, Muhammad; Ekantoro, Julyanto
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.v3i2.278

Abstract

With the advent of digital technology, the dissemination of information has accelerated, particularly through various types of photo media such as brochures, magazines, and newspapers. In the media industry, photojournalism, which uses visual images to quickly convey events, is highly significant. Photography is an effective tool for communication and documentation. With pioneers like Alex Mendur, photojournalism has a long history in Indonesia and around the world. The EDFAT method (Entire, Detail, Frame, Angle, and Time) was introduced by the Walter Cronkite School of Journalism and Telecommunication at Arizona State University. To obtain complete and informative images, EDFAT helps photographers optimize essential shooting elements. Using the EDFAT method, this research aims to analyze photos of the Remo dance posted on the Instagram account @surabaya. The research method employed is descriptive qualitative. The analysis results show that the images have consistency in aspects such as the entire scene, details, framing, angles, and timing. While various perspectives such as eye level, high shot, and long shot are used to provide visual variety, the frame analysis shows good photo composition with an emphasis on the dancer as the main subject. These photos were taken during the day with the best natural lighting. Thus, the EDFAT method greatly aids photographers in creating comprehensive and engaging journalistic photos.
Pengaruh Laman Resmi Kementerian Terhadap Reputasi : Studi Asosiatif Program Siinas Pada Kementerian Perindustrian Christoper, Yoyogi
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.v3i2.279

Abstract

The Ministry of Industry (Kemenperin) is a governmental institution responsible for developing industries in Indonesia. One of the programs initiated by Kemenperin is the National Industrial Information System (SIINAS), aimed at providing industry-related information to the public. This study aims to analyze the influence of the SIINAS Ministry of Industry webpage on reputation through a regression study of the SIINAS program, using a data collection technique involving questionnaires. The research method employed is quantitative, distributing online questionnaires to respondents who have used or accessed the Ministry of Industry webpage and have an understanding of the SIINAS Program. Regression analysis is used to test the relationship between the independent variable (use of the SIINAS Ministry of Industry webpage) and the dependent variable (reputation). This research is expected to contribute to understanding the influence of government webpages, particularly the SIINAS Ministry of Industry webpage, on public perception of institutional reputation.
Strategi Komunikasi Pemasaran Produk Manufaktur di Pasar Domestik Dalam Meningkatkan Brand Awareness: Studi PT. Argha Tehnik Makmur Domestik Vinaya, Teddy
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.v3i2.299

Abstract

This study aims to examine the marketing communication strategies employed by PT Argha Tehnik Makmur to boost awareness of its manufacturing products in the domestic market. This research employs the STOPSIT model and uses qualitative methods by conducting interviews with key individuals such as the director, manager, and marketing supervisor of PT Argha Tehnik Makmur. It was discovered that the company has effectively executed market segmentation strategies in its business operations. The company recognizes and differentiates the demands and characteristics of several market areas, such as the food industry, pharmaceuticals, autos, and distribution networks encompassing couriers and minimarkets. The research findings also suggest that PT Argha Tehnik Makmur's understanding of the different demands and characteristics of each market category allows them to personalize their products, price, distribution, and promotion accordingly. By implementing market segmentation, PT Argha Tehnik Makmur is able to allocate resources in a more efficient manner and design marketing strategies that are more focused. This leads to improved marketing effectiveness and increased efficiency in production and marketing operations. Consequently, by using the market segmentation approach, PT Argha Tehnik Makmur has enhanced its market position, heightened competitiveness, and ultimately facilitated total business expansion and success.
Analisis Isi Kuantitatif Kecenderungan Pesan Politik Standup Comedy Alwi Makkasar Di Konten Somasi Pada Chanel Youtube Deddy Corbuzier Natasya, Resti; Faris, Faris
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.v3i3.305

Abstract

The purpose of this research is to determine the tendency of political message content in Alwi Makkasar's stand-up comedy material presented in the "Somasi" content on Deddy Corbuzier's YouTube channel. The research method uses a descriptive quantitative approach. The subjects of this study are the Somasi content uploaded on Deddy Corbuzier's YouTube channel with six scenes as units of analysis. The categories of political messages are propaganda, political advertising, and rhetoric. Reliability testing uses Holsti reliability coefficient and Scott's phi. The data analysis technique uses Content Analysis. The results of the study show the tendency of political messages on sensitive issues about religion and the legitimacy of political figures in the propaganda category, presidential and vice-presidential candidates in the political advertising category, and national identity, nationality, and religion in the rhetoric category
Analisis Semiotika Roland Barthes Tentang Makna Pemilu Damai Dalam Film Kejarlah Janji Silvia Dewi Anisa; M Rifa’i
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.v3i3.307

Abstract

This research aims to explore the meaning of a peaceful election as conveyed in the film "Kejarlah Janji" using Roland Barthes' semiotic approach. The research method used is descriptive qualitative. The primary data source for the research is the film "Kejarlah Janji," produced by KPU (General Elections Commission). The data collection technique employed is the documentary method. The data analysis technique used is content analysis. Based on the analysis of eleven scenes in the film, five main categories reflecting the meaning of a peaceful election were found, namely safe, orderly, peaceful, free from hoaxes, and free from money politics. Each category is analyzed through three stages: denotation, connotation, and myth according to Barthes' theory. The analysis results indicate that the meaning of a peaceful election includes security with reduced violence and intimidation, orderliness without code of ethics violations, minimal conflict and revenge, no spread of fake news, and high integrity and transparency without corruption and bribery in every stage of the election process.
Studi Etnografi Komunikasi Tradisi Selapanan Pada Kehidupan Sosial Masyarakat Desa Tempur Kecamatan Keling Kabupaten Jepara Jawa Tengah Aminaturrofiqoh; Moh. Edy Marzuki
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.v3i3.308

Abstract

This research aims to understand the Selapanan Bayi Tradition carried out by the people of Tempur Village, Keling District, Jepara Regency, Central Java, as well as to explore the meaning and form of communication that occurs in the implementation of the tradition. The Selapanan tradition, which is a ceremony to save a baby at the age of 35 days, is an important part of the life cycle of a society rich in cultural and spiritual values. The ethnographic approach of communication is used to describe the patterns of behavior, habits and ways of life of the people of Tempur Village in carrying out the Selapanan Tradition. Through non-participant observation, namely with in-depth interviews with the local community, this study found that the Selapanan Tradition is not only a form of respect for ancestors, but also as a means of maintaining the safety and welfare of babies and their families from the threat of evil spirits. The Selapanan Bayi tradition contains various symbols and meanings that are believed to have moral and social values. The ceremonial process involving salvation, joint prayer and cutting of the baby's hair illustrates the community's expectations for the health and safety of the baby. This study also identifies a degradation in the implementation of traditions due to modernization and social changes, but the people of Tempur Village try to preserve this tradition so that it is still known and appreciated by the younger generation.This research emphasizes the importance of understanding and preserving local traditions as part of the cultural and social identity of a community. The Selapanan Bayi tradition in Tempur Village provides a deep insight into how society interprets life, death, and life cycles through communication and rituals rich in symbolism.

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