Bambang Sukma Wijaya
Bakrie University, Marketing Communication, Department Member
- Gadjah Mada University, Cultural and Social Sciences, Department MemberUB, Marketing Communications, Department Memberadd
- Branding and Marketing Communications, Media and Cultural Studies, Consumer Studies, Consumer Culture, Consumer Research, Branding, and 19 moreAdvertising and Branding, Branding and Marketing, Islamic Branding, Branderpreneurship, Komunikasi Berasa, Psychoanalysis, Ethnography, Discourse Analysis, Phenomenology, Brand Communication, Brand Management, Popular Culture, Popular Communication, Creative Advertising, Creative Communications, Ambient Media, Brand Semiotics, Marketing Communications, and Communicationedit
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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... more
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.
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Received 20 January 2016 Revised 5 March 2016 Accepted 11 April 2016 DOI: 10.18196/ jgp.2016.0032 ABSTRACT This article examines the communication style of the former Governor of Jakarta and presidential candidate during the 2014... more
Received 20 January 2016 Revised 5 March 2016 Accepted 11 April 2016 DOI: 10.18196/ jgp.2016.0032 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 [‘sensedcom-munication’ or ‘experientially-meaningful communication’], which synergises the delivery and verification of a message through audiences’ experience towards the meaning of the message. Using discursive and descriptive survey approaches, the author found out that Jokowi’s sensed-communication is not perceived solely on blusukan [impromptu visits], but also on the verbal messages of his political campaigns. Media texts display more sensed-rational and sensedsensorial dis-course, whilst people see sensed-relev...
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,... more
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 consumers both in searching for information and in recognizing the need of big motorcycles. The competitive advantages of product that make it different from other products is the consideration in evaluating the brands, while product quality has the role in stimulating the purchase decision and post purchase actions, in which also strengthened by the perception towards ...
Research Interests: Business, Marketing, Brand Management, Advertising, Motorcycles, and 15 moreIndonesia, Consumer Behavior, Brand Image, Branding, Mindset, Consumer Studies, Indonesian, Country of Origin Effect, Manajemen Pemasaran, Keputusan Pembelian, Citra Merek, KOMUNIKASI PEMASARAN, Consumer Purchase Decisions, Manajemen Merek, and Komunikasi Merek
Research Interests: Humanities and Art
The reputation of media, especially online media, has lately been receiving considerable attention due to the high numbers of hoaxes and twisted facts in news reporting, causing the credibility to be undermined. Online media are... more
The reputation of media, especially online media, has lately been receiving considerable attention due to the high numbers of hoaxes and twisted facts in news reporting, causing the credibility to be undermined. Online media are considered only to pursue clicks and shares to reap ads, disregarding aspects of news ethics and logic. News ethics and logic are, in fact, constituents of media brand behaviour. In contrast, brand behaviour per se is a dimension of brand image, meaning that news ethics and logic have implications for the reputation and image of the reporting media. This research examines the following consequences: 1) Do online news content ethics, news context ethics, and news logic significantly positively affect shaping media brand image? 2) Which dimension has the most robust relationship and effect? Using an explanatory survey method, we gathered data through questionnaire dissemination to 74 online news active reader-respondents in Indonesia. The research showed that ...
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This article elaborates on the issue of communication corruption, namely communicative actions or events that reduce the audience's right to receive messages entirely and correctly, according to normative (objective) and contemplative... more
This article elaborates on the issue of communication corruption, namely communicative actions or events that reduce the audience's right to receive messages entirely and correctly, according to normative (objective) and contemplative (subjective) facts. The literature study and reflectivity methods point out at least four main aspects of communication corruption theory: message, media, context, and behavior. This study also proposes a formula to measure and assess the extent to which communication is corrupt, considering communication needs and desires, authority and opportunity, communicative power, audience rights, conscience, and moral responsibility. Three forms of communication are very vulnerable to communication corruption: persuasion, imaging (both in the effort of impression building and impression laundering), and deception. Future studies can use this study as a theoretical and methodological reference. Practically, the findings and propositions of this research are ...
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If in the New Order era, the political dynamics in the production and consumption of pop cultures was caught in the polarity between those for, and those against, the status quo centred at the official ideology of (that... more
If in the New Order era, the political dynamics in the production and consumption of pop cultures was caught in the polarity between those for, and those against, the status quo centred at the official ideology of (that 'recognized' by) the governmental regime which was a combination of Javanism, secularism, militarism, paternalism, developmentalism and indigenism, then in the post-New Order or the Reform era, feud of the identity politics intertwined in between: (a) local sentiment and national authority; (b) syncretic Javanism and new Islam piety; (c) patriarchy and the women’s movement; (d) lower and upper-class cultural tastes; and (e) digital divide and empowerment. This paper examines interesting articles on the development of pop cultures in the post-New Order Indonesia were compiled and edited by Ariel Heryanto in his book entitled "Popular Culture in Indonesia, Fluid Identities in Post-Authoritarian Politics". Not only examining them through reframing the ...
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In the midst of the use of social media for marketing communications activities, media are no less fierce to communicate their news product through social media such as Facebook, Twitter and Youtube. This paper investigates how an online... more
In the midst of the use of social media for marketing communications activities, media are no less fierce to communicate their news product through social media such as Facebook, Twitter and Youtube. This paper investigates how an online media manages its marketing communication to 'sell' the news through social media. Using a qualitative case study method with Viva.co.id as an object, this research found that the news marketing communication strategy through social media has changed the constellation of management in media organization as well as the mindset of managers in managing media marketing communication. First, the position of editors that usually (or at least attempted to) free from marketing (business) interests bias in moving their professional wheel, in the context of marketing communication management through social media is incorporated into the marketing division. Second, the manager also interprets the news as a product that should have a selling value, so that the process and the editorial policy should also pay attention to the implications of marketing. With reflective analysis, this research is useful as a mirror to look at and reflect the conditions and developments of media industry today in the flood of communication activities via social media and the growth of online-based media.
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FGDnography is a research method that combines data collection techniques through FGD with ethnographic research approaches. In FGDnography, group discussion about a topic takes place in an area that is following the theme discussed so... more
FGDnography is a research method that combines data collection techniques through FGD with ethnographic research approaches. In FGDnography, group discussion about a topic takes place in an area that is following the theme discussed so that the nuance, situation, environment, ambiance, and attributes inherent in the location support the topic. Discussions become more lively, real, and relevant. The result, insights obtained are more natural, authentic, and meaningful. Several aspects that deserve attention in FGDnography, including natural-ness, discuss-ness, interactive-ness, responsive-ness, meaningfulness, and experience-ness. FGDnografi: Mendiskusikan Sebuh Topik dalam Suasana Topiknya FGDnografi adalah metode penelitian yang menggabungkan teknik pengumpulan data melalui FGD dengan pendekatan riset etnograpfi. Dalam FGDnografi, diskusi kelompok tentang topik diselenggarakan di tempat yang sesuai dengan topik yang dibahas, sehingga nuansa, situasi, lingkungan, ambians, dan atribu...
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Dalam komunikasi, hak publik atau khalayak adalah menerima pesan yang disampaikan komunikator secara utuh sesuai fakta, balk fakta normatif maupun fakta kontemplatif yang mengacu pada kaidah kebenaran berdasarkan hati nurani dan tanggung... more
Dalam komunikasi, hak publik atau khalayak adalah menerima pesan yang disampaikan komunikator secara utuh sesuai fakta, balk fakta normatif maupun fakta kontemplatif yang mengacu pada kaidah kebenaran berdasarkan hati nurani dan tanggung jawab moral. Korupsi komunikasi adalah perbuatan atau peristiwa dalam proses komunikasi yang mengurangi hak publik atau khalayak dalam menerima pesan secara utuh dan benar sesuai fakta, balk fakta normatif maupun fakta kontemplatif dengan memanfaatkan kekuasaan, kekuatan atau kewenangan yang dimiliki. Tulisan ini memaparkan dan membahas berbagai dimensi koruptivitas komunikasi, baik dari dimensi pesan, media, konteks dan perilaku yang kerap dijumpai ,di berbagai lingkup aktivitas komunikasi seperti komunikasi politik, komunikasi pendidikan, komunikasi pemasaran, komunikasi korporat, komunikasi media massa, bahkan dalam lingkup komunikasi antarpribadi. Untuk menggambarkan tinggirendahnya tingkat koruptivitas suatu komunikasi, maka penulis menawarkan ...
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Persuasion holds a vital role within an organization. By means of a good persuasive communication, audience‟s trust can be obtained and all elements within the organization can involve actively and productively in order to achieve the... more
Persuasion holds a vital role within an organization. By means of a good persuasive communication, audience‟s trust can be obtained and all elements within the organization can involve actively and productively in order to achieve the objectives of the organization. The problem is, to obtain audience‟s trust or the message recipient‟s trust is not easy. As a matter of fact, trust is the core of persuasion. Therefore, by examining the persuasive communication within the organization, the author offers a new concept of communication model, namely Komunikasi Berasa 1 Model or Experiential Communication Model or Experientially Meaningful Communication Model. Through this Komunikasi Berasa Model, message recipients are not only capturing and understanding the gist of the delivered message, but are also directly experiencing the truth by message verification. Consequently, communicator will not speak worthlessly, but directly proves the correctness of his words.
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Logo ini dibuat khusus untuk merayakan 10 tahun Program Studi Ilmu Komunikasi Universitas Bakrie, yang memiliki tagline "Experience the Real Things". Tanda X menunjukkan Xperience, juga angaka romawi 10. Logo ini diaplikasi ke... more
Logo ini dibuat khusus untuk merayakan 10 tahun Program Studi Ilmu Komunikasi Universitas Bakrie, yang memiliki tagline "Experience the Real Things". Tanda X menunjukkan Xperience, juga angaka romawi 10. Logo ini diaplikasi ke semua materi promosi kegiatan selama tahun 2020, sebagai tahun perayaan HUT ke-10 Prodi Ilkom Bakrie.
Research Interests: Media Studies, Media and Cultural Studies, Audience Studies, Media Ethics, Media Management, and 13 moreAudience Participation, Online news, Online Media, Audience Research, Media Branding, ONline Journalism Ethics, Media Communication, News Consumption, Media Audiences, Online News, Audiences and Consumers Behaviour, News Consumers, and Consumer Judgment and Meaning
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Kebanyakan wirausahawan selama ini hanya memandang branding sebagai upaya pemborosan dana, bukan sebagai investasi, sehingga aktivitas dan strategi pengembangan merek menjadi prioritas terakhir. Padahal, merek yang kuat akan memberikan... more
Kebanyakan wirausahawan selama ini hanya memandang branding sebagai upaya pemborosan dana, bukan sebagai investasi, sehingga aktivitas dan strategi pengembangan merek menjadi prioritas terakhir. Padahal, merek yang kuat akan memberikan nilai tambah bagi sebuah bisnis. Merek yang kuat juga akan meningkatkan keunggulan kompetitif dan berpotensi memobilisasi pasar lebih cepat. Menggunakan metode studi kasus dengan teknik branderpreneurship framing analysis, tulisan ini menganalisis sebuah usaha kecil di bidang perawatan kecantikan dari perspektif branderpreneurship, yakni kewirausahaan berbasis pengembangan dan komunikasi merek. Kasus yang dianalisis adalah Waxing Corner, sebuah salon perawatan kecantikan di Plaza Festival, Jakarta Selatan. Dari elemen-elemen yang terdapat dalam the circle of values development yang merupakan inti branderpreneurship, yakni mengidentifikasi (identifying), mengkreasi (creating), mendistribusi (delivering), mengkomunikasi (communicating), menjaga (maintaining), mengevaluasi (evaluating) dan memperbarui nilai-nilai (updating values), Waxing Corner memiliki kekuatan dalam mengidentifikasi nilai melalui pemahaman mendalam konsumen (consumer insights) wanita-wanita dewasa muda moderen yang menjadi sasaran utama mereknya. Namun demikian, Waxing Corner memiliki kelemahan dalam mengkomunikasi, mengevaluasi dan merejuvenasi atau meningkatkan nilai sehingga perkembangan merek menjadi stagnan. Padahal, dengan core value yang unik dan kuat, Waxing Corner memiliki potensi untuk berkembang lebih pesat dan luas.
Research Interests: Entrepreneurship, Art, Brand Management, Branding, Marketing Communications, and 15 moreEnterpreneurship, Brand Development, Brand Value, Brand Communication, KOMUNIKASI PEMASARAN, Kewirausahaan, SME Branding, Branderpreneurship, Pemerekan, Branding for SME, Manajemen Merek, Komunikasi Merek, Pemerekan UKM, Pengembangan Merek, and Nilai Merek
Persuasive communication holds a vital role within an organization. By means of a good persuasive communication, audience’s trust can be obtained and all elements within the organization can involve actively and productively in order to... more
Persuasive communication holds a vital role within an organization. By means of a good persuasive communication, audience’s trust can be obtained and all elements within the organization can involve actively and productively in order to achieve the objectives of the organization. The problem is, to obtain audience’s trust or the message recipient’s trust is not easy. As a matter of fact, trust is the core of persuasion. Therefore, through the learning of persuasive communication within the organization, the author offers a new concept of communication model, namely Komunikasi Berasa or Experiential Communication Model. Through the Experiential Communication Model, message recipients are not only capturing and understanding the gist of the delivered message, but are also directly experiencing the truth from the meaning of message. Consequently, communicator will not speak worthlessly, but directly proves the correctness of his words.
Semakin padat dan ramainya pesan-pesan komunikasi pemasaran di media-media konvensional, membuat banyak pengiklan kini mulai melirik cara-cara berkomunikasi melalui media yang tidak biasa. Salah satunya melalui iklan berbentuk ambient... more
Semakin padat dan ramainya pesan-pesan komunikasi pemasaran di media-media konvensional, membuat banyak pengiklan kini mulai melirik cara-cara berkomunikasi melalui media yang tidak biasa. Salah satunya melalui iklan berbentuk ambient media. Iklan ambient media memiliki ciri khas yaitu mampu menyinergikan pesan dan pengalaman khalayak konsumen, sehingga khalayak dapat langsung ‘merasakan’ kebenaran pesan yang disampaikan. Karena unik, iklan ambient media juga dapat menimbulkan word-of-mouth dan publisitas yang luas. Buku ini memaparkan bagaimana perkembangan iklan ambient media, bagaimana para kreator memproduksi pesan iklan ambient media yang unik, dan bagaimana pola komunikasi iklan ambient media. Selain bermanfaat bagi para praktisi sebagai jendela untuk melihat cara-cara alternatif dan kreatif dalam mengomunikasikan pesan-pesan merek produk, buku ini juga dapat menjadi referensi bagi para akademisi dan peneliti sekaligus menjawab kelangkaan literatur mengenai iklan ambient media.
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This study aims to uncover the knowledge used by creators in producing the message of ambient media ad and compare it with Action Assembly Theory, a message production theory by John Greene who revealed that a message is formed from... more
This study aims to uncover the knowledge used by creators in producing the message of ambient media ad and compare it with Action Assembly Theory, a message production theory by John Greene who revealed that a message is formed from several knowledges possessed and managed by communicator. By using exploratory-qualitative method through an interpretive approach, the researcher interviewed in depth some subjects or informant namely ambient media ad creators from various backgrounds, ranging from executive creative director to Visual Communication Design student who ever win an ambient media ad competition. Researcher found that the creators of ambient media ad use subjective knowledge derived from personal experience and objective knowledge derived from creative brief as content knowledge in producing the message of ambient media ad. Beside that, researcher found that in addition to ‘content knowledge’ and ‘procedural knowledge’ as mentioned in Action Assembly Theory, ambient media a...
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The recent emergence of negative communication and apathetic behavior requires positive communication by considering empathy known as Komunikasih (In Indonesian, communication with compassion). Besides individuals, institutions, including... more
The recent emergence of negative communication and apathetic behavior requires positive communication by considering empathy known as Komunikasih (In Indonesian, communication with compassion). Besides individuals, institutions, including companies, should apply Komunikasih to practice positive communication. This article examines the Rumah Kedua (second home) program of Nutrifood Indonesia as the embodiment of the company's value or culture, namely “i-care.” This study employed a case study method with a Komunikasih theory analysis. The data were collected using textual, visual, digital, manual, professional, and personal document search, and in-depth interviews with key informants: the CEO and several employees of Nutrifood. This study revealed that the Komunikasih spirit embodies in the form of 1) equality, 2) sincerity, 3) compassion, 4) affection, 5) respectfulness, 6) friendship, 7) sense of family, 8) meaningfulness, 9) wellness, and 10) loyalty. Consequently, the company...
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Ambient Media Advertising is a form of alternative marketing communication that is unconventional. Developing earliest in European countries, Ambient Media Advertising has captivated many ad creators and advertisers to create unusual... more
Ambient Media Advertising is a form of alternative marketing communication that is unconventional. Developing earliest in European countries, Ambient Media Advertising has captivated many ad creators and advertisers to create unusual creative ads in communicating brand messages of their products, not least in Indonesia. In various advertising competitions, Ambient Media Advertising always attracts the audience and the judges because of the uniqueness of the idea and its ‘extraordinary-ness’ of execution. As a product of the modernity of Western communication culture which is a womb of capitalism, Ambient Media Advertising in Indonesia has become a mirror of what is assumed in the theory of modernization that "less developed societies must follow the path that has been taken by societies who are more developed, following the same steps, or standing on the lower ladder in the same escalator". Therefore, though adopting the techniques and styles of Western-style communication...
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This study elaborates the formation of brand relationships in the symbolic dimension. Based on Lury’s brand and Baudrillard’s sign-values theories, author used the reflectivity method combined with in-depth literature review in order to... more
This study elaborates the formation of brand relationships in the symbolic dimension. Based on Lury’s brand and Baudrillard’s sign-values theories, author used the reflectivity method combined with in-depth literature review in order to construct new theory or concept related to the issue. The results show that brand relationships formed in the process of significations. In this context the brand could be viewed as a sign-values institution that stimulated the production and consumption of symbolic meanings among consumers, which desirably created various symbolical pleasures. Thus, no wonder we often found the brand meanings as the symbols of certain lifestyles, success, masculinity, coolness, social awareness, self-confidence, prestise and other symbolical meanings. Brand became the object of individual pleasures and coziness, which was continually reproduced by consumers through the somersault of meanings constructed. This paper also demonstrates how the brand relationships inter...
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Penelitian ini bertujuan untuk membahas konstelasi pembentukan relasi konsumen dan merek dalam dimensi simbolik. Metode yang digunakan adalah reflektivitas dan kajian literatur mendalam untuk mengonstruk teori merek Lury dan nilai-tanda... more
Penelitian ini bertujuan untuk membahas konstelasi pembentukan relasi konsumen dan merek dalam dimensi simbolik. Metode yang digunakan adalah reflektivitas dan kajian literatur mendalam untuk mengonstruk teori merek Lury dan nilai-tanda Baudrillard atau konsep berkaitan dengan konteks isu yang dibahas. Hasil penelitian menunjukkan bahwa relasi konsumen dan merek terbentuk melalui proses penandaan (signifikansi). Merek merupakan institusi nilai-tanda yang menstimuli produksi dan konsumsi makna-makna simbolik oleh konsumen yang secara hasrati menciptakan berbagai kesenangan simbolik. Makna merek sering digunakan sebagai simbol gaya hidup tertentu, simbol kesuksesan, simbol kejantanan, simbol kepedulian sosial, simbol kekerenan dalam pergaulan, simbol percaya diri, simbol prestise, dan makna-makna simbolik lain. Merek menjadi obyek kenyamanan dan kesenangan individual yang secara terus-menerus direproduksi oleh konsumen melalui berbagai akrobat makna yang dikonstruknya. Penelitian ini ...
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Komunikasih adalah komunikasi empatik yang menyertakan energi kasih sayang dalam penyampaian pesan sehingga menimbulkan pemahaman yang baik dan benar oleh penerima pesan, serta berefek terciptanya emosi positif yang penuh kasih dan... more
Komunikasih adalah komunikasi empatik yang menyertakan energi kasih sayang dalam penyampaian pesan sehingga menimbulkan pemahaman yang baik dan benar oleh penerima pesan, serta berefek terciptanya emosi positif yang penuh kasih dan perdamaian di antara para pelaku komunikasi. Komunikasih adalah komunikasi yang tulus, tidak egois, dan konstruktif. Jika negativitas komunikasi dapat ditemui di setiap unsur komunikasi, maka komunikasih pun selalu melibatkan cinta dan kasih sayang di setiap unsur dan tahap proses komunikasi. Komunikator yang penuh kasih selalu mendasari aktivitas komunikasinya dengan niat yang baik dan tulus. Penciptaan makna pesan ( encoding ) yang dibingkai cinta dan kasih sayang akan menghasilkan pesan-pesan yang baik dan positif. Begitu pula dengan saluran penghantar pesan, baik dalam wujud media, pihak ketiga atau kegiatan yang diliputi nuansa kasih akan terhindar dari gangguan buruk ( black noise ) dan kekeliruan, baik disengaja maupun tak disengaja. Proses penafsi...
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Currently almost all products have the brand, and all companies strive to develop and maintain their brand reputation. Brand is a mark left on the minds and hearts of consumers, which creates a specific sense of meaning and feeling. Thus,... more
Currently almost all products have the brand, and all companies strive to develop and maintain their brand reputation. Brand is a mark left on the minds and hearts of consumers, which creates a specific sense of meaning and feeling. Thus, brand is more than just a logo, name, symbol, trademark, or label attached to a product. Using theoretical review and self-reflectivity method, this conceptual paper aims to review the dimensions of brand image as one stage in the hierarchy of branding or brand communications, so it can be a guide for future studies related to the brand image. Brand image plays an important role in the development of a brand because the brand image associated with the reputation and credibility of the brand which later become the ‘guideline’ for the consumer audience to try and use a product or service then creating a particular experience that will determine whether the consumer will be into brand loyalist, or simply an opportunist (easy to switch to another brand...
Research Interests: Business, Marketing, Brand Management, Strategic Brand Management, Public Relations, and 15 moreBrand Communications Planning, Brand Image, Brand equity, Branding, Marketing Communication, Marketing Communications, Manajemen Pemasaran, Brand Development, Citra Merek, Brand Communication, KOMUNIKASI PEMASARAN, Hubungan Masyarakat, Pemerekan, Manajemen Merek, and Komunikasi Merek
The election of U.S. presidential candidate of the Democratic Party in 2008 that exposes Obama versus Hillary has left the important lessons for studies of the political marketing communications. Obama with a background of black race and... more
The election of U.S. presidential candidate of the Democratic Party in 2008 that exposes Obama versus Hillary has left the important lessons for studies of the political marketing communications. Obama with a background of black race and Hillary with gender background as woman had carved out a new history in the politics of the United States. This article analyzes the competitive landscape of the two candidates with the unique backgrounds, respectively, viewed from the perspective of political marketing communications. Obama’s victory meant that American voters preferred sexist issues that connote gender rather than racial issues, so that candidate who comes from a black race still selected, what is important is the issues that represent the 'machismo' America as a strong world leader
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A business institution and the 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... more
A business institution and the 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 department applies the strategy of macro-micro contexts. In the macro-context, client service department builds the inter-institution relationships and communications by understanding both the industrial and the country-of-origin cultures behind the client’s corporate organizational culture whereas in the micro-conte...
Research Interests: Intercultural Communication, Advertising, Business Communication (in Communication), Relationship Management, Intercultural Business Communication, and 11 morePeriklanan, Komunikasi Budaya, Client Service, Advertising agency, Perusahaan Periklanan, Multinational Company, KOMUNIKASI BISNIS, Komunikasi Antar Budaya, Komunikasi Lintas Budaya, Komunikasi Bisnis Antarbudaya, and Manajemen Periklanan
The presence of Astro TV throughout 2006-2008 had contributed significantly to the development of Pay TV in Indonesia, which had previously only be 'complementary' of the television industry, or in other words less popular than TV... more
The presence of Astro TV throughout 2006-2008 had contributed significantly to the development of Pay TV in Indonesia, which had previously only be 'complementary' of the television industry, or in other words less popular than TV Terrestrial. The 'brave' gait of Astro TV, for example by lending decoder that later proved to be able to pick up a lot of customer interest, holds the exclusive rights to broadcast Premier League and creatively produces their own innovative local programs that carries Indonesian values, making Astro TV not only different and successfully penetrates the market rapidly, but also makes Pay TV increasingly popular among the people of Indonesia. Concerns about the implications of foreign ownership which can erode the national values, was apparently not proven. Astro TV as Pay TV that is 'away from Rating rezime' of terrestrial TV, it can freely produce local programs that promote national values through Astro Awani. In contrast, the pur...
Jika pada masa Orde Baru, dinamika politik dalam produksi dan konsumsi budaya pop terjebak dalam pertentangan antara kubu yang menerima dan kubu yang melawan status quo yang berpusat pada ideologi resmi yang ‘diakui’ rezim pemerintahan... more
Jika pada masa Orde Baru, dinamika politik dalam produksi dan konsumsi budaya pop terjebak dalam pertentangan antara kubu yang menerima dan kubu yang melawan status quo yang berpusat pada ideologi resmi yang ‘diakui’ rezim pemerintahan yakni kombinasi Kejawen, sekularisme, militerisme, bapakisme dan Pembangunanisme serta kepribumian, maka pada masa pasca-Orde Baru atau Reformasi perseteruan politik identitas berkelindan di antara: (a) semangat kedaerahan dan kewenangan nasional, (b) sinkretisme Jawa dan meningkatnya kesalehan baru Islam, (c) patriarki dan gerakan perempuan, (d) selera budaya tinggi dan rendah, dan (e) kesenjangan dan pemberdayaan teknologi. Tulisan ini menelaah artikel-artikel menarik mengenai perkembangan budaya pop di Indonesia pasca Orde Baru yang dirangkum dan dieditori oleh Ariel Heryanto dalam bukunya berjudul “Budaya Populer di Indonesia, Mencairnya Identitas Pasca-Orde Baru”. Tidak hanya menelaah melalui pembingkaian ulang fenomena dan kajian budaya populer ...
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VW Caravelle ad is unique because it does not follow the standard or style of car advertising commonly, which tend to accentuate the visual of a car or car’s features in large sizes. Instead of communicating the product benefits loudly... more
VW Caravelle ad is unique because it does not follow the standard or style of car advertising commonly, which tend to accentuate the visual of a car or car’s features in large sizes. Instead of communicating the product benefits loudly and directly (hard sell), VW Caravelle ads take the “high-risk pathway” by highlighting the symbols of expressions or human body language kinetics without visual of car (or its features). Using semiotics theory of Morris and kinetics theory of Birdwhistell, the meanings of messages in 2 (two) versions of VW Caravelle ad, i.e. “bulging eyes” version and “toothless” version were revealed in detail and comprehensively. Revealed, the unusual way of delivering message is actually part of the VW brand culture that tends to intelligently communicate to their customers which is mostly upper class community. Perceived quality that has been established is making VW Caravelle can more freely explore the messages of product benefits indirectly (soft sell) and cha...
Research Interests:
Research Interests:
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... more
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 ...
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... more
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.
Berkaitan dengan midnight culture yang ditandai budaya begadang ini, penulis menemukan beberapa makna penting dari anak-anak muda urban sebagai aktor atau pelaku begadang. Pertama, begadang merupakan indikator gaya hidup insomnia yang dilakoni dengan ‘bangga’. Alih-alih menjadi momok penyakit yang menakutkan, insomnia malah dimaknai sebagai realitas yang memberikan identitas eksklusif (keren) dan heroik. Kedua, begadang merupakan media bagi anak muda urban dalam memenuhi hasratnya mencapai kesuksesan. Ketiga, begadang juga merupakan media bagi anak muda urban dalam mengonstruksi identitas ‘workaholic’, sebuah identitas yang terkait dengan hasrat mencapai kesuksesan. Keempat, begadang di gerai bermerek (branded merchant) 24 jam memberikan kesenangan (pleasure) sosial, karena sifatnya sebagai ruang publik yang terbuka, terang dan dipenuhi pengunjung.
Ada proses dialektikal antara wacana personal anak-anak muda urban dalam memaknai midnight culture atau budaya begadang dengan wacana sosial (kolektif) maupun wacana media. Ketika insomnia menjadi realitas keren dan heroik, subyek tak dapat melepaskan diri dari wacana film tentang keheroikan dan kekerenan pengidap insomnia. Ketika kesuksesan dan workaholic menjadi wacana sosial yang dianggap ‘mampu meningkatkan citra’ seseorang, maka begadang menjadi medium bagi anak muda urban untuk memilikinya. Budaya begadang juga, secara diskursif, tidak terlepas dari sifatnya yang ‘sosial’, di mana secara tradisional, masyarakat Indonesia kebanyakan begadang secara bersama-sama.
Berkaitan dengan midnight culture yang ditandai budaya begadang ini, penulis menemukan beberapa makna penting dari anak-anak muda urban sebagai aktor atau pelaku begadang. Pertama, begadang merupakan indikator gaya hidup insomnia yang dilakoni dengan ‘bangga’. Alih-alih menjadi momok penyakit yang menakutkan, insomnia malah dimaknai sebagai realitas yang memberikan identitas eksklusif (keren) dan heroik. Kedua, begadang merupakan media bagi anak muda urban dalam memenuhi hasratnya mencapai kesuksesan. Ketiga, begadang juga merupakan media bagi anak muda urban dalam mengonstruksi identitas ‘workaholic’, sebuah identitas yang terkait dengan hasrat mencapai kesuksesan. Keempat, begadang di gerai bermerek (branded merchant) 24 jam memberikan kesenangan (pleasure) sosial, karena sifatnya sebagai ruang publik yang terbuka, terang dan dipenuhi pengunjung.
Ada proses dialektikal antara wacana personal anak-anak muda urban dalam memaknai midnight culture atau budaya begadang dengan wacana sosial (kolektif) maupun wacana media. Ketika insomnia menjadi realitas keren dan heroik, subyek tak dapat melepaskan diri dari wacana film tentang keheroikan dan kekerenan pengidap insomnia. Ketika kesuksesan dan workaholic menjadi wacana sosial yang dianggap ‘mampu meningkatkan citra’ seseorang, maka begadang menjadi medium bagi anak muda urban untuk memilikinya. Budaya begadang juga, secara diskursif, tidak terlepas dari sifatnya yang ‘sosial’, di mana secara tradisional, masyarakat Indonesia kebanyakan begadang secara bersama-sama.
Research Interests: Budaya, Komunikasi, Kajian Budaya, Budaya Populer, Kajian Konsumsi Dan Gaya Hidup, and 20 moreRepresentasi Anak Muda, Workaholic, Insomnia Remaja, Komunikasi Populer, Budaya Konsumen, Kajian Merek, Masyarakat Konsumen, Kajian Konsumen, Budaya Kawula Muda, Budaya Malam, Komunikasi Remaja, Komunikasi Kawula Muda, Gaya Hidup Masyarakat Urban, Gaya Hidup Anak Muda, Gaya Hidup Mahasiswa, Kajian Budaya dan Media, Identitas Anak Muda, Identitas Remaja, Identitas Kaum Muda Urban, and Budaya Nongkrong
Semakin padat dan ramainya pesan-pesan komunikasi pemasaran di media-media konvensional, membuat banyak pengiklan kini mulai melirik cara-cara berkomunikasi melalui media yang tidak biasa. Salah satunya melalui iklan berbentuk ambient... more
Semakin padat dan ramainya pesan-pesan komunikasi pemasaran di media-media konvensional, membuat banyak pengiklan kini mulai melirik cara-cara berkomunikasi melalui media yang tidak biasa. Salah satunya melalui iklan berbentuk ambient media. Iklan ambient media memiliki ciri khas yaitu mampu menyinergikan pesan dan pengalaman khalayak konsumen, sehingga khalayak dapat langsung ‘merasakan’ kebenaran pesan yang disampaikan. Karena unik, iklan ambient media juga dapat menimbulkan word-of-mouth dan publisitas yang luas.
Buku ini memaparkan bagaimana perkembangan iklan ambient media, bagaimana para kreator memproduksi pesan iklan ambient media yang unik, dan bagaimana pola komunikasi iklan ambient media.
Selain bermanfaat bagi para praktisi sebagai jendela untuk melihat cara-cara alternatif dan kreatif dalam mengomunikasikan pesan-pesan merek produk, buku ini juga dapat menjadi referensi bagi para akademisi dan peneliti sekaligus menjawab kelangkaan literatur mengenai iklan ambient media.
Buku ini memaparkan bagaimana perkembangan iklan ambient media, bagaimana para kreator memproduksi pesan iklan ambient media yang unik, dan bagaimana pola komunikasi iklan ambient media.
Selain bermanfaat bagi para praktisi sebagai jendela untuk melihat cara-cara alternatif dan kreatif dalam mengomunikasikan pesan-pesan merek produk, buku ini juga dapat menjadi referensi bagi para akademisi dan peneliti sekaligus menjawab kelangkaan literatur mengenai iklan ambient media.
Research Interests:
Research Interests:
Why should we listen to the voice of consumers? It is becoming a major concern of marketers today, especially in the era of fierce competition, in which all brands compete to ‘get’ eyes and hearts of consumers. The only way to win this... more
Why should we listen to the voice of consumers?
It is becoming a major concern of marketers today, especially in the era of fierce competition, in which all brands compete to ‘get’ eyes and hearts of consumers. The only way to win this competition is the more sensitive in listening to the voices of mind and heart of consumers.
This book contains the articles from a research about Telco’s consumer insights in Indonesia that can inspire you to get better understanding and closer to your consumers.
It is becoming a major concern of marketers today, especially in the era of fierce competition, in which all brands compete to ‘get’ eyes and hearts of consumers. The only way to win this competition is the more sensitive in listening to the voices of mind and heart of consumers.
This book contains the articles from a research about Telco’s consumer insights in Indonesia that can inspire you to get better understanding and closer to your consumers.