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Category Archives: Komunikasi Kreatif

cover-IOP-ees-221x300Why do people ignore the ‘plastic bag diet’ campaign? An Indonesian consumers perspective

B. S. Wijaya, Prima Mulyasari Agustini, Mirana Hanathasia, Dianingtyas M. Putri & A. H. Sutawidjaya

Abstract

As an effort to minimize the climate change impact, reducing plastic waste is urgently needed. Unfortunately, so far this effort has not yielded maximal results, even though the ‘plastic bag diet’ campaign has been intensified. This paper interrogates the reason why Indonesian consumers/shoppers disregarded and did not even care about the campaign. Using Focus Group Discussion, the authors discussed with two groups of different shoppers, namely the regular shoppers and non-regular shoppers. The discussion is divided into three topics. First, the habit of using plastic shopping bags. Second, awareness of avoiding the use of plastic shopping bags. Third, the possibility to adopt an eco-friendly lifestyle. The results show that both regular and non-regular shopper groups do not mind paying 200IDR for plastic shopping bags because it is financially not detrimental, and they are reluctant to bring their shopping bags. Besides being troublesome, some of the participants also considered it old-fashioned. However, non-regular shoppers tend to have an awareness of environmental preservation better than regular shoppers. Therefore, we conclude several factors that cause consumers to ignore the ‘plastic bag diet’ campaign, including functional, social, cultural, and structural reasons.

Full paper access link: Why do people ignore the ‘plastic bag diet’ campaign?

iop sjrTo cite this article (7th APA Style):

Wijaya, B. S., Agustini, P. M., Hanathasia, M., Putri, D. M. & Sutawidjaya, A. H. (2020). Why Do People Ignore the ‘Plastic Bag Diet’ Campaign? An Indonesian Consumers Perspective. IOP Conference Series: Earth and Environmental Science, 423(1). https://doi.org/10.1088/1755-1315/423/1/012009


IOPHaze, climate change, and media brand responsibility: how Republika calls for public action in saving the environment through smoggy photojournalism

B. S. Wijaya, Aryo Subarkah Eddyono, Dessy Kania, Ari Kurnia & Suharyanti

DOI: https://iopscience.iop.org/article/10.1088/1755-1315/423/1/012008

Abstract

When the haze disaster struck several regions in Indonesia (especially Kalimantan and Sumatra) in 2015, various parties tried to get involved in saving the environment and preventing the effects of climate change. Republika Daily, as a leading media brand in Indonesia, showed its social responsibility through a news photo of the smog that adorned its front page. By interviewing the editor-in-chief of Republika in-depth and searching for documents online, we identified the reasons why Republika concerned about the haze disaster as part of the impacts of climate change, why using smoggy photojournalism, and how Republika’s social responsibility regarding the environmental disaster arose. Pathetic facts in the field related to the natural conditions, victims of local communities who had suffered the health problems, and economic losses caused by the haze disaster prompted Republika to not only call-for-public-awareness but also call-for-public-action in overcoming the problems and helping the victims. Therefore Republika used smoggy photojournalism to make the public ‘feel’ the conditions on the ground. This research can inspire other media to participate in saving the environment and increasing climate change awareness through creative and impactful ways.

Full paper access link: Haze, Climate Change, and Media Brand Responsibility

iop sjrCite this article as:

Wijaya, B. S., Eddyono, A. S., Kania, D., Kurnia, A. & Suharyanti (2020). Haze, Climate Change, and Media Brand Responsibility: Haze, climate change, and media brand responsibility: how Republika calls for public action in saving the environment through smoggy photojournalism. IOP Conference Series: Earth and Environmental Science, 423(1). DOI: https://doi.org/10.1088/1755-1315/423/1/012008


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


IMG_20190414_011313Relasi Konsumen dan Merek dalam Dimensi Simbolik, Sosial dan Politik

Oleh: B. S. Wijaya

Abstrak: Oleh Baudrillard (1996), ‘merek’ (‘brand‘) disebut memberi kontribusi bagi masa depan bahasa konsumsi. Kita pun dapat melihat dewasa ini merek menjadi wacana yang mengintrusi hampir segenap sisi kehidupan masyarakat pascamoderen, dan dibahasakan dalam konteks konsumsi secara luas. Hal ini berimplikasi pada konstruksi relasi konsumen dan merek yang bergerak dalam berbagai dimensi pemaknaan yang tidak tunggal. Makalah ini mengkaji secara konseptual bagaimana konstelasi makna relasi konsumen dan merek dalam dimensi simbolik, sosial dan politis. Continue reading


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.

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