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Bambang Sukma Wijaya
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Editorial office of Jobmark: Journal of Branding and Marketing Communication Bakrie University, Jl. HR Rasuna Said, Kav. C-22, Epicentrum Kuningan Jakarta Selatan 12920
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Jobmark: Journal of Branding and Marketing Communication
Published by Universitas Bakrie
ISSN : -     EISSN : 28072510     DOI : https://doi.org/10.36782/jobmark
Core Subject : Humanities, Science, Education, Art, Social,
Arts Humanities Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Social Sciences
Jobmark: Journal of Branding and Marketing Communication, published by the Graduate School of Communication, Universitas Bakrie, is an interdisciplinary journal that focuses on branding, all aspects of marketing communications, brand management, brand communications, brand cultural studies, brand visual communications, critical branding, and all aspects of consumer behavior and culture related to the brand. Published biannually, Jobmark follows a rigorous double-blind review process, in which reviewers and authors do not know each other, to ensure the objectivity of the assessment.
Arjuna Subject : Ilmu Sosial - Komunikasi
Articles 20 Documents
 1   2 
Customer Engagement of the Coffee Shop during Covid-19 Pandemic: Study on Anomali Coffee’s Instagram Marliani Devita; Dessy Kania
Jobmark: Journal of Branding and Marketing Communication Vol. 3 No. 2 (2022): JOBMARK January-June 2022
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v2i1.49

Abstract

The COVID-19 virus pandemic has triggered the #ngopidirumah movement that is echoed on social media by local coffee shops in maintaining relationships with consumers by adjusting the consumer's lifestyle during quarantine at home. Anomali Coffee also runs the #ngopidirumah movement through Instagram in order to build online Customer Engagement. The purpose of this study was to find out how the Customer Engagement that was built by Anomali Coffee on Instagram during the COVID-19 pandemic. The literature review used is Customer Engagement, Lifestyle, Social Media and Instagram. The research method used is qualitative with a case study approach. Sources of data obtained through in-depth interviews, online observation and digital documentation. The results showed that in building Customer Engagement in the #ngopidirumah movement, Anomali Coffee has reached all stages of Consumption, Curation, and Creation. At the Collaboration stage, Anomali Coffee produces Indirect Collaboration with consumers in building coffee consumption activities at home, but not to form a solid community.Customer Engagement, Social Media, Instagram, Anomali Coffee, #ngopidirumah Movement
From Celebrity Fandom to Consuming Korean Product Brands: The Extending Lifestyle of 'Wannable' Fans in Jakarta Raden Roro Nisrina Salma Hanifah; Dessy Kania
Jobmark: Journal of Branding and Marketing Communication Vol. 1 No. 1 (2019): JOBMARK July-December 2019
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v1i1.50

Abstract

The current phenomenon sees that South Korea's popular culture is growing, so it has so many fans scattered around the world, including in Indonesia. Many K-Pop fans in Indonesia will show a variety of behaviors shown by K-Pop fans so that they can be assessed the stages in which fans they are to their K-Pop artists. Wannable itself is a fandom name of the South Korean group called Wanna One and Wanna One itself has been disbanded due to his expired contract period. The study aims to find out how celebrity worship behaviors and parasocial interactions on the lifestyle of K-Pop fans. The approach used in this study is qualitative with phenomenological methods and uses an interview technique in-depth with one person triangulator and four people informants. The results of this study show that the four informants who are Wannable are in the intermediate stage and level in the conduct of an intense-personal idol in celebrity worship and identification attraction in parasocial interactions. This is because they are still rationally minded and able to position themselves as a fan. It can be known that Indonesian fans are not too fanatic about idols.
How the Digital Endorsement Campaign Affects Student’s Attitude towards a Cinema Theater Brand: The Case of #JajanAsyikXXI on Instagram Qisti Qasthari; Wahyuni Pudjiastuti
Jobmark: Journal of Branding and Marketing Communication Vol. 2 No. 1 (2020): JOBMARK July - December 2020
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v2i1.55

Abstract

The rapid number of social media users and changes in consumer behavior today requires marketers to adapt quickly. The use of celebrity endorser "Titan Tyra" in the #JajanAsikDiXXI campaign on Instagram is one of XXI's digital promotional activities. This study measures the effect of celebrity endorser characteristics "Titan Tyra" in the #JajanAsikdiXXI campaign on the attitudes of Communication Science students at Bakrie University toward the XXI brand. This research uses a quantitative approach with an explanatory case study method. The data was collected using questionnaires, observation, tracing professional documents, and digital documentation. The distribution of questionnaires was carried out to 86 active students of Communication Science at Bakrie University using cluster random sampling where the clusters used were classes from each course that took place in the even semester of 2019/2020. The results showed that all the characteristics of celebrity endorsers attached to Titan Tyra had a significant and simultaneous influence on the attitudes of active students of Communication Science at Bakrie University towards the XXI brand. This research is worthwhile to provide insight to marketers about promotional activities using celebrity endorsers to increase positive brand attitudes.
Brand Guardian in a ‘Fragile’ Society Dyah Hasto Palupi; Dwi Wulandari; Nurur Bintari; Wawan Setiawan
Jobmark: Journal of Branding and Marketing Communication Vol. 1 No. 1 (2019): JOBMARK Vol 1 No 1 (July-December 2019)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v1i1.66

Abstract

Although the duties and responsibilities of brand guardianship are on a collective scale, their success depends on the hard work of each brand guardian according to their roles and capacities. In the era of disruption, the challenges are even more significant and more diverse.
Consuming Korea: Global Branding and Soft Diplomacy from the Lens of K-Drama Cyber Travelers Btari Anya Safira; Muhammad Badaruddin
Jobmark: Journal of Branding and Marketing Communication Vol. 2 No. 1 (2020): JOBMARK July - December 2020
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v1i1.69

Abstract

South Korea’s popular culture has been globalizing massively through various channels. Popular culture becomes a giant magnet that attracts global consumers to enjoy South Korea. Particularly by consuming k-drama, foreign consumers can expand their experience by doing internet-based-imaginary travel to South Korea’s landscape and daily cultures. This phenomenon is suitable for what we discuss later as the concept of cyber traveling. Departing from that point, this research focuses on South Korea’s global branding and soft diplomacy by analyzing k-drama’s cyber traveling experience by Indonesian consumers. We are using phenomenology as the main method, while in-depth interview, observation, and open-source document research are used as data collecting methods. This research found that k-drama consumption was able to facilitate cyber traveling that contributes significantly to South Korea’s global branding and soft diplomacy as a form of cultural globalization.
Health Branding of #KFApp: The Ketofastosis Community Identity and Expression Strategy in Parodying the FaceApp Trend Inge Salsabila Suryaman
Jobmark: Journal of Branding and Marketing Communication Vol. 3 No. 1 (2021): JOBMARK July-December 2021
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v3i1.92

Abstract

In promoting a healthy lifestyle, the Indonesian Ketofastosis community, through the Facebook group, put up the hashtag #KFApp or Ketofastosis Application. This hashtag satirizes the trending FaceApp phenomenon, where the application allows users to touch up their faces to look younger and more attractive. The message conveyed by the KFApp hashtag is that without touch-ups, we can have a youthful and attractive face through the Ketofastosis lifestyle (KFLS). KFLS Applies five pillars: consuming low-carbs, med-protein, and high-fat foods, being active and exercising, fasting on the windowsill intermittent, getting enough rest, and minimizing stress. This study uses the netnographic method to find strategies for identity, social movements, and cultural expressions among community members. This study is helpful as a strategic and academic reference on how health branding can be done in a fun way through a digital application meme strategy by taking advantage of the right momentum.
Brand Discourse Analysis (BDA): Conceptual and Methodological Propositions Bambang Sukma Wijaya
Jobmark: Journal of Branding and Marketing Communication Vol. 2 No. 1 (2020): JOBMARK July - December 2020
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v2i1.93

Abstract

Brand Discourse Analysis (BDA) is a theory and method for analyzing how discourse is represented, reproduced, and circulated through messages, innitiatives or programmatic endeavors, means of communication, and conditions or ecosystems in which brands grow and develop. Several dimensions or aspects of BDA are 1) Brand's Message which includes three elements, namely: Promo, Promise, and Prominence, 2) Brand's Mode includes Strategy, Style, and Story, 3) Brand's Medium consists of Channel, Chain, and Clique, and 4) Brand's Milieu comprises Climate, Context, and Culture. In an increasingly hypermediated world, BDA has strategic implications in optimizing brand communication performance through various elements of discourse. Also, BDA has theoretical implications in enriching discourse analysis literature in the context of branding and marketing communications.
Gastronomic Branding: New ‘Menu’ for Tourism, Diplomacy, and Destination Branding Niken Febrina Emungtyas
Jobmark: Journal of Branding and Marketing Communication Vol. 2 No. 1 (2020): JOBMARK July - December 2020
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v1i1.94

Abstract

Gastronomic branding has become a popular strategy today as a consequence of the development of tourism branding, destination branding, and soft/cultural diplomacy. This article examines the content and ideas of a book entitled Gastronomi (Brand): Konsep dan Gagasan Awal written by Irwansyah, a researcher from the University of Indonesia. As an initial idea (according to the term used by the author), this book provides adequate insight into gastronomy in the Indonesian context. Although, of course, it requires a more comprehensive discussion to get to the technical or strategic level so that it can be easily applied by industry players, professionals, and government as part of, both destination and tourism branding efforts and soft/cultural diplomacy.
Dark Side of the Moon: The Corruption of Communication in Influencer Marketing Shela Nawanti Putri
Jobmark: Journal of Branding and Marketing Communication Vol. 3 No. 1 (2021): JOBMARK July-December 2021
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v3i1.95

Abstract

The rapid development of communication in the digital era is followed by the communication process in society. Digital communication media is considered efficient, practical and economical in delivering and receiving messages that can be completed quickly from one hemisphere to another. With the advancement of mobile technology, penetration of higher internet speeds, new marketing tools, and changing market trends, digital marketing is now considered as an alternative future, whose existence is gradually shifting other marketing methods, one of which is with influencers. AL is one of the influencers who use their followers on social media to promote branded products that want to collaborate. This collaboration is in the form of product reviews on Instagram social media that benefit him and the brand. One of the products that AL uses as an influencer to promote its products is SW. In this article, the researcher identifies acts of AL’s communication corruption based on the communication corruption theory.
Brand Ambassador and Customer Engagement of e-Commerce Brand TV Show: The Use of NCT U and NCT 127 for Tokopedia Campaign ‘Waktu Indonesia Belanja’ Reza Irfan Pambudi
Jobmark: Journal of Branding and Marketing Communication Vol. 3 No. 2 (2022): JOBMARK January-June 2022
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v3i2.132

Abstract

Increasingly fierce competition forces a company or brand to make effective and creative marketing strategies by using K-pop artists as brand ambassadors. The use of K-pop artists is currently popular with e-commerce brands in Indonesia, including Tokopedia. Tokopedia uses NCT U and NCT 127 in the Tokopedia WIB (Indonesian Shopping Time) TV Show campaign to increase customer engagement. This article explains how the role of NCT U and NCT 127 as brand ambassadors in the Tokopedia WIB TV Show campaign and the relationship between brand ambassadors and customer engagement. By using an intrinsic case study with a qualitative-descriptive approach, the analysis found that the use of NCT U and NCT 127 brand ambassadors in the Tokopedia WIB TV Show campaign had a significant impact on Tokopedia, especially in increasing TPV (Total Purchase Value) and TVI (Total Value Items). However, Tokopedia's customer engagement through this brand ambassadoring strategy is effective in only three aspects: consumption, curation, and collaboration. Thus, the Tokopedia WIB TV Show campaign strategy tends to be an effort to increase awareness, reach new users, and maintain existing relationships with old users.

Page 1 of 2 | Total Record : 20

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