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

Category Archives: Komunikasi Merek

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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AdvancesPolitical Branding, Public Sphere/Space and the Corruption of Communications

by: B. S. Wijaya & Andi Faisal

DOI: 10.2991/iconeg-16.2017.63

Abstract—In the 2014 Indonesia’s presidential election, the frenetic of imaging communications and persuasion fulfilled the public space and sphere, involving not only the campaign teams of each candidate but also broad public participation. Using discursive approach with Habermasian’s public sphere as an analytical tool, this paper examines how political branding, the corruption of communications and the discourse of public sphere/space intersect producing what we call the communication fog. We identified some forms of communication corruption in political branding in the public Continue reading



JGPThe ‘Realness’ Discourse of a Political Leader: A Komunikasi Berasa Perspective

by B. S. Wijaya

DOI: 10.18196/jgp.2016.0031/310-340

Abstract:  This article examines the communication style of the former Governor of Jakarta and presidential candidate during the 2014 Indonesian election, Joko Widodo (known as Jokowi), both as a discourse and communication model that affects trustworthiness and meaningfulness of the audiences toward the conveyed messages.This communication model is called Komunikasi Berasa [‘sensed-communication’ or ‘experientially-meaningful communication’], which synergises the delivery and verification of a message through audiences’ experience towards the meaning of the Continue reading


TSSSynergizing Entrepreneurial Spirit and the Mindset of Branding through Branderpreneurship: Evidences from Indonesia

B. S. Wijaya, Suharyanti, M. Hanathasia & D. Kania

DOI: 10.3923/sscience.2016.129.138

Abstract: This paper examines the current research on the phenomena of Branderpreneurship, a brand development-based entrepreneurship. Using comparative case studies, the authors analyze two SME brands in Indonesia from the lens of the Circle of Values Development as the core of Branderpreneurship. Evidently, the brand that applies the most of elements in the Circle of Values Development is more successful and developing faster. Continue reading


12140547_1021723324546712_3920488040297078775_nMidnight Culture: Ketika Kaum Muda Urban Memperlakukan Malam sebagai Siang

Oleh: B. S. Wijaya*

Sinopsis

Midnight culture atau budaya tengah-malam adalah aktivitas produktif dan konsumtif masyarakat di waktu tengah malam hari yang ditandai perilaku dan gaya hidup begadang atau berjaga tidak tidur hingga menjelang waktu pagi hari. Budaya ini direproduksi oleh media melalui program-program acara yang ‘menghidupkan’ waktu tengah-malam hingga menjelang pagi bahkan siaran 24 jam. Budaya ini juga diafirmasi dan dikomodifikasi oleh merek-merek dengan menawarkan nilai-nilai produk dan layanan yang mendukung kenyamanan konsumen dalam menghabiskan waktu tengah-malam hingga menjelang pagi tersebut. 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


ijaberPlanted with Word-of-Mouth, Flourished with Social Media Communications: How a Small Business Brand in Indonesia Grows Globally in the ‘Land’ of Branderpreneurship

by: B. S. Wijaya & A. H. Sutawidjaya

 

Abstract: The power of communications through Word-of-Mouth (WOM) and the efficacy of social media in communicating the brand values are also used by Small and Medium Enterprises (SME) or small business brands in Indonesia. This research examines a small business brand, Maicih Spicy Chips (known with the global brand ‘Spicy Granny’), which is able to demonstrate a phenomenal performance, with the spirit of Continue reading



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