Blog ini menampilkan spektrum warna-warni komunikasi dari berbagai sudut pandang

Category Archives: Komunikasi Korporat

IN-STORE BRAND COMMUNICATION: WHEN SHELF-SPACE AND DISPLAY SEDUCE CONSUMERS

B. S. Wijaya, Muchsin Saggaff Shihab, Sheila Ayu Wijaya, Dudi Rudianto, & Annie Sugandi

Abstract

Purpose of the study: This study aims at analyzing the role of shelf-space and display in stimulating impulse buying. Further, this study also covers the comparison between all shelf positions (regular-shelf, Chiller, and wings-rack) to get insights deeper into which one is the most effective in stimulating impulse buying.

Methodology: By highlighting the case of a beverage brand in a hypermarket in Indonesia, the recent study uncovers the experiences and perceptions of 200 participants through an explanatory survey. The primary data collection has been done by distributing survey questionnaires to 200 target respondents located in Jakarta. The data collected have been analysed using SPSS software.

Main Findings: Both shelf-space and display factors are found to have a positive and significant effect on impulse buying, where the former is found dominant. Various constructs in shelf-space such as the spaciousness-of-shelf, highness-of-traffic, largeness-of-shelf, easiness in finding the shelf, and in-store display communications such as the attractiveness-of-color, cleanness-of-display, neatness-of-display arrangement, the blocking-space, and the attractiveness-of-product arrangement emerge validly. Of the three objects studied, the chiller had the highest effectiveness compared to the regular-shelf and wings-rack in arousing the impulsivity of consumer purchases. This fact shows that the appearance of cold drinks seems to have a significant effect on consumers in causing impulse buying, especially for consumers in tropical countries like Indonesia. The seller or brand owner should consider this finding.

Applications of this study: This study confirms the real, meaningful, and experiential visual power of in-store brand communications. So the brand can explore creatively and ergonomically as well as maximizing the potentials of visual communication, especially shelf-space and display in sales spaces as silent sellers.

Novelty/Originality of this study: Few studies still pay attention to the role of in-store brand communications in encouraging impulse buying, especially in an era where the virtual shopping world is increasingly distracting researchers and marketers from the spark of communication events in the actual shopping space. This article proves how the attractiveness of in-store brand communications through shelf-space and in-store displays has a significant impact on impulse buying.

See more: In-Store Brand Communication


JEMI screenshotBranderpreneurship: Kewirausahaan Berbasis Pengembangan Merek

B. S. Wijaya

DOI: http://dx.doi.org/10.36782/jemi.v2i4.1943

Abstract—This article discusses a strategic concept for entrepreneurs so that their businesses can grow faster by synergizing the entrepreneurial spirit and the branding mindset. Indeed, many entrepreneurs still consider brand development or branding as a ‘luxurious strategy’ that is wasting money. However, by using the concepts and strategies that are smarter and focused, branding activities can be executed more effectively and efficiently to produce the optimum effect on business performance. Branderpreneurship concept refers to the stages as set out in the ‘circle of values development’: starting from Identifying values, Creating values, Delivering values, Communicating values, Maintaining values, Evaluating values to Updating values. Branderpreneurship concept is beneficial for novice entrepreneurs or SMEs that are developing their business so that the business brand more quickly recognized by the public, grows strategically, which would have an impact on increasing business profits. Branderpreneurship Framing Analysis (BFA)method can be used to asses the strategic performance of an entrepreneurial brand.

Keywords— branderpreneurship, values development, brand, hierarchy of branding, entrepreneurship, enterpreneur.

Abstrak—Artikel ini membahas sebuah konsep strategis bagi wirausahawan agar bisnis mereka dapat tumbuh lebih cepat, dengan menyinergikan semangat kewirausahaan dan pola pikir pemerekan atau branding. Masih banyak pengusaha menganggap pemerekan sebagai ‘strategi mewah’ yang membuang-buang uang. Padahal, dengan konsep dan strategi yang cerdas dan fokus, maka kegiatan pemerekan dapat dieksekusi lebih efektif dan efisien sehingga menghasilkan efek optimal bagi kinerja bisnis. Konsep Branderpreneurship mengacu pada tahapan yang ada dalam ‘the circle of values development‘: mulai dari Identifying valuesCreating valuesDelivering valuesCommunicating valuesMaintaining valuesEvaluating values hingga Updating values. Konsep Branderpreneurship sangat berguna bagi wirausaha atau UKM yang sedang mengembangkan bisnis mereka sehingga merek bisnis dapat tumbuh strategis, yang pada akhirnya berdampak pada peningkatan laba bisnis. Metode Branderpreneurship Framing Analysis (BFA) dapat digunakan untuk mengukur performa strategis sebuah merek wirausaha.

Kata kunci— branderpreneurship, pengembangan nilai, merek, hirarki pemerekan, kewirausahaan, wirausahawan.

Full-text access: Branderpreneurship

Cite this article as:

Wijaya, B. S. (2019). “Branderpreneurship: Kewirausahaan Berbasis Pengembangan Merek”. Journal of Entrepreneurship, Management and Industry, Vol. 2 No. 4, pp.205-212. DOI: http://dx.doi.org/10.36782/jemi.v2i4.1943


brand activationBrand Activation dan Komunikasi Berasa*

Oleh: B. S. Wijaya**

Mengapa sebuah brand perlu diaktivasi? Apanya yang diaktivasi? Apa sebenarnya makna dari aktivasi itu? Kita dapat menelusurinya melalui perubahan paradigma dari rezim komunikasi linier ke komunikasi sebagai budaya (communication as culture) yang menekankan pada kebermaknaan dan keberagaman resepsi pesan. Selama bertahun-tahun, kita ‘dijajah’ oleh asumsi teori jarum suntik yang menganggap pesan yang kita sampaikan melalui media massa akan diterima sama oleh khalayak konsumen. Artinya, media memiliki pengaruh besar dalam membentuk persepsi massa. Maka iklan pun menjadi senjata andalan, karena dianggap paling efektif dalam menyuntikkan pesan-pesan produk ke syaraf preferensi konsumen.

Continue reading


ibmHow the Client Service Department in Local Advertising Agency Manages Relationships with Multinational Client: An Intercultural Business Communication Perspective

Suharyanti, B. S. Wijaya, A. H. Sutawidjaya & Marseila

DOI: 10.3923/ibm.2016.667.675

Abstract: A business institution and individuals who are involved, is often faced with a situation where business partners have the cultural background from different countries. How to manage communications for good business relationship in such situations? This research examines the strategies undertaken by the Client Service Department in an Indonesian local advertising agency in managing business relationships with multinational client from one of Europe countries. Using the case study method by interviewing clients and client service persons as well as observing the situation in the agency’s work environment, researchers found that in building relationships, client service Continue reading


ass coverRiding the Country, Buying the Brand: How Country-of-Origin Image Drives the Purchase Behavior of Big Motorcycle in Indonesia

Suharyanti, B. S. Wijaya & M. Rostika

DOI: http://dx.doi.org/10.5539/ass.v11n27p185

 

Abstract: This paper examines the role of country-of-origin image (COO image) values in the process of purchase decision making of big motorcycle consumers in Indonesia. Referring to the COO image values such as Authenticity, Differentiation, Quality Standard and Expertise, as well as the elements of purchase decision making process such as Need Recognition, Information Search, Evaluation of Alternatives, Purchase Decision and Post Purchase Decision, researchers conducted in-depth interviews to five Triumph big motorcycle consumers. The results show that the authenticity of the British-made product is the main consideration of Continue reading



%d bloggers like this: