Archive for Komunikasi Korporat

Wijaya, B. S. (2014). ‘How Branderpreneurship Spirit Can Stimulate an SME Brand Growing Faster: the Case of Maicih Spicy Chips in Indonesia’, European Journal of Business and Management, 6 (27), p. 165-173

Cover EJBM2014_001How Branderpreneurship Spirit Can Stimulate an SME Brand Growing Faster: the Case of Maicih Spicy Chips in Indonesia

Bambang Sukma Wijaya

Abstract: Most entrepreneurs consider branding merely as a ‘cost’, not as an ‘investment’. Hence, brand development activity and strategy has always been on bottom priority despite the fact that strong brands will provide added value to a business, increase competitive advantage and potentially mobilize market faster. Using literature review and qualitative case study, this paper examines how an entrepreneur or a company may have an opportunity to develop business and brand synergistically through systematic branding mindset that is called branderpreneurship. The case of Maicih, a local Small-Medium Enterprise (SME)’s spicy chips brand in Bandung, Indonesia will be discussed and analyzed using branderpreneurship framing analysis, as the brand has proven to be very successful in developing the business and brand simultaneously in a short time. Examines the key success of Maicih‘s branderpreneurship can be a valuable reference for other SME brands and also for subsequent researches.

Keywords: Branderpreneurship, Maicih Spicy Chips, Brand, Branding, the Circle of Values Development

See full-text here: Branderpreneurship Spirit of Maicih Spicy Chips in Indonesia

Leave a comment »

PENGUMUMAN (Announcement)

PERINGATAN (WARNING)

Berhubung beberapa kali saya temukan artikel di blog-blog dan media lain yang mengutip bahkan meng-copy paste artikel-artikel saya yang ada di blog ini, mohon dengan sangat agar JUJUR dan BERTANGGUNGJAWAB dengan mencantumkan nama penulis artikel, judul dan nama  jurnal/ buku/ webblog ini sebagai sumber referensi, pada daftar pustaka Anda atau di endnote/daftar kutipan sebagaimana layaknya standar penulisan ilmiah (akademik). Jika Anda menerbitkannya dalam blog, maka tuliskan dengan jelas sumbernya, tautan blog ini http://www.komunikasiana.com atau langsung ke nama penulis, judul dan jurnal yang tercantum pada artikelnya.

Tindakan mengutip apalagi meng-copy paste tanpa mencantumkan sumber rujukan sangat DIHARAMKAN dalam dunia ilmiah dan termasuk salah satu bentuk KORUPSI KOMUNIKASI.

Terimakasih atas pengertian dan kerjasama Anda.

Selamat berkarya!

(Since I often found articles on several blogs and other media are quoting even copy-pasting my articles from this blog, therefore I implore you to be HONEST and RESPONSIBLE by mentioning the author’s name of article, title and name of the journal / book/ this webblog  as a reference source, in your bibliography or endnotes / citations list as appropriate standards of scientific writing (academic). If you publish it in a blog, then write down clearly the source, this blog link http://www.komunikasiana.com –or directly quoting the author’s name, title and journal name of the article.

Action of citing especially of copy-pasting without including the reference source is extremely FORBIDDEN in the scientific and professional world, and is one form of CORRUPTION OF COMMUNICATION.

Thank you for your understanding and cooperation. )

Leave a comment »

Wijaya, B. S. and D. M. Putri (2013). ‘Is Social Media Impactful for University’s Brand Image?’, Jurnal Manajemen Teknologi [Journal of Technology Management], 12 (3), p. 276-295

Is Social MeCOVER JMT1dia Impactful for University’s Brand Image?

Bambang Sukma Wijaya & Dianingtyas M. Putri

 Abstract: This research aims to verify many opinions and previous studies that stated how powerful of social media in building the image of a brand, also applies for university’s brand image enhancement. Using explanatory survey research, data were collected by giving out questionnaires to samples that were taken randomly from Facebook’s friend list of a private university that located in South Jakarta. The results showed that the most powerful influence occurs on the role of community towards the brand identity and the role of connectivity towards the brand benefits. Another interesting finding of this research is, it turns openness and conversation has no significant effect on all components that make up the brand image. Thus, it can be said that the positive image on the mind of consumer audience regarding the brand identity, personality, association, attitude or behavior and the benefit offered by a university’s brand not necessarily be formed by the openness and willingness to dialogue or make conversations.

Keywords: Social Media, Facebook, UB, Brand Image, University’s Brand Image

Abstrak: Penelitian ini bertujuan untuk memverifikasi beberapa pendapat dan penelitian sebelumnya yang menyatakan betapa kuatnya peran media sosial dalam membangun citra merek, juga berlaku untuk peningkatan citra merek universitas. Menggunakan metode survei explanatif, data dikumpulkan dengan memberikan kuesioner kepada sampel yang diambil secara acak dari daftar teman Facebook sebuah universitas swasta yang terletak di Jakarta Selatan. Hasil penelitian menunjukkan bahwa pengaruh paling kuat terjadi pada peran komunitas (community) terhadap identitas merek (brand identity) dan peran konektivitas (connectivity) terhadap manfaat merek (brand benefit). Temuan lain yang menarik dari penelitian ini adalah, ternyata keterbukaan (openness) dan percakapan (conversation) tidak berpengaruh secara signifikan terhadap semua komponen yang membentuk citra merek. Dengan demikian, dapat dikatakan bahwa citra positif di benak khalayak konsumen terkait identitas, kepribadian, asosiasi, sikap atau perilaku merek dan keuntungan yang ditawarkan oleh merek sebuah universitas belum tentu terbentuk karena keterbukaan dan kesediaan untuk berdialog atau membangun percakapan.

Katakunci: Media Sosial, Facebook, UB, Citra Merek, Citra Merek Universitas


[1] Corresponding author. Email: bambang.sukma@bakrie.ac.id

Find the full-text paper here: Is Social Media Impactful for University’s Brand Image?

Leave a comment »

Wijaya, B. S. (2013). ‘Dimensions of Brand Image: A Conceptual Review from the Perspective of Brand Communication’, European Journal of Business and Management, 5 (31), p. 55-65

Cover EJBMDIMENSIONS OF BRAND IMAGE: A Conceptual Review from the Perspective of Brand Communication

Bambang Sukma Wijaya

Abstract: 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 reflective 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 became the “guidelines” 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 move to another brand). The dimensions of brand image in this study include brand identity, brand personality, brand association, brand attitude & behavior, and brand benefit & competence.

Keywords: brand image dimensions, brand communication, hierarchy of branding, brand development

 

Abstrak: Saat ini hampir semua produk memiliki merek, dan semua perusahaan berusaha mengembangkan dan menjaga reputasi merek mereka. Merek adalah tanda jejak yang tertinggal pada pikiran dan hati konsumen, yang menciptakan makna dan perasaan tertentu. Dengan demikian maka merek lebih dari sekadar logo, nama, simbol, merek dagang, atau sebutan yang melekat pada sebuah produk. Melalui penelusuran pustaka dan metode reflektif, makalah konseptual ini bertujuan mengaji dimensi citra merek (brand image) sebagai salah satu tahap dalam hirarki komunikasi merek, sehingga dapat menjadi panduan untuk penelitian-penelitian berikutnya yang berkaitan dengan citra merek. Citra merek memegang peranan penting dalam pengembangan sebuah merek karena citra merek menyangkut reputasi dan kredibilitas merek yang kemudian menjadi “pedoman” bagi khalayak konsumen untuk mencoba atau menggunakan suatu produk barang atau jasa sehingga menimbulkan pengalaman tertentu (brand experience) yang akan menentukan apakah konsumen tersebut akan menjadi loyalis merek atau sekadar oportunis (mudah pindah ke lain merek). Dimensi-dimensi citra merek dalam kajian ini adalah identitas merek, kepribadian merek, asosiasi merek, sikap dan perilaku merek, serta manfaat dan kompetensi merek.

Kata kunci: dimensi citra merek, komunikasi merek, hierarchy of branding, pengembangan merek

See the full-text paper here: Dimensions of Brand Image

Comments (3) »

Wijaya, B. S. (2013). ‘Korupsi Komunikasi dalam Dimensi Pesan, Media, Konteks, Perilaku: Proposisi Teoretis untuk Inspirasi Riset’, Journal Communication Spectrum, 3 (1), p. 1-13

Korupsi KomunikasiKorupsi Komunikasi dalam Dimensi Pesan, Media, Konteks dan Perilaku: Sebuah Proposisi Teoretis untuk Riset

(The Corruption of Communications on the Message, Media, Context and Behavioral Dimensions)

 Bambang Sukma Wijaya

Abstrak: Dalam komunikasi, hak publik atau khalayak adalah menerima pesan yang disampaikan komunikator secara utuh sesuai fakta, baik 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, baik 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 tinggi-rendahnya tingkat koruptivitas suatu komunikasi, maka penulis menawarkan sebuah rumus Koruptivitas Komunikasi yang terdiri dari unsur-unsur N (communication Needs) plus P (Power) pangkat O (Opportunity) kurang Ar (Audience right) yang dikalikan dengan Cs (Conscience) plus R (moral Responsibility).

Kata Kunci: Korupsi Komunikasi, komunikasi persuasif, komunikasi pencitraan, manajemen kesan (impression management), pencucian kesan (impression laundering)

See the full-text paper here: Korupsi Komunikasi

Leave a comment »

The Voices of Consumers (a book published by BookSoWow!)

Title:  The Voices of Consumers

Author:  Bambang Sukma Wijaya

Publisher: BookSoWow! Publishing

2011

1st edition

150 pages

Book Paper

Soft Cover

 

 

 

 

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 sound of minds and hearts of consumers to gain consumer insights.

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.

Leave a comment »

Wijaya, B. S. (2011). ‘Experiential Communication Model in the Organizational Communication: A Study of Persuasive Technique in order to Gain Audience’s Trust’, Jurnal Komunika [Journal of Developmental Communication], 14 (1), p. 37-44

Experiential Communication Model in the Organizational Communication: A Study of Persuasive Technique in order to Gain Audience’s Trust

Bambang Sukma Wijaya

 

Abstract: 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 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. Several dimensions of Komunikasi Berasa Model are: Sensorial Experience & Meaningful (EM)-ness (Keberasaan Indrawi), Emotional EM-ness (Keberasaan Emosional), Rational EM-ness (Keberasaan Rasional),  Relevant EM-ness (Keberasaan Relevansional), Beneficial EM-ness (Keberasaan Benefisial), and Social EM-ness (Keberasaan Sosial).

Keywords: Experiential Communication, Komunikasi Berasa Model, Organizational Communications, Persuasion, Audience’s Trust

See full-text here:

Leave a comment »

Follow

Get every new post delivered to your Inbox.