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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?

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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

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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 Komunikasi dalam Dimensi Pesan, Media, Konteks dan Perilaku: Proposisi Teoretis untuk Inspirasi Riset

(The Corruption of Communications in 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-BambangSW

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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.

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Wijaya, B. S. (2011). ‘Experientially-Meaningful 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

Experientially-Meaningful 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[1] Model or Experientially-Meaningful Communication Model. Through this Experientially-Meaningful Communication 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 or Experientially-Meaningful (EM) Communication Model are: Sensory 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: Experientially-Meaningful Communication, Komunikasi Berasa Model, Organizational Communications, Persuasion, Audience’s Trust

 

[1] It is not easy to translate ‘berasa’ into English, but we can assume that it probably means ‘experientially-meaningful’. So, ‘komunikasi berasa’ can be translated as ‘experientially-meaningful communication’.

 

See full-text hereExperientially-Meaningful Communication – KOMUNIKA LIPI

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Brand Inspiration (published at ADOI Magazine, May-June, 2009)

Brand & Me

 by: Bambang Sukma Wijaya

This all began one night with an urge to watch a simple, undemanding movie called “Marley and Me.” I was intrigued. When the promotion trailer was shown in theaters a few weeks before the actual film was run, it only presented a few simple scenes of a small dog running on a beachfront, chased by a few adults shouting its name: “Marleeeeyy…,” followed by the title “Coming Soon.” All so simple, so uncomplicated, and yet –for me –so intriguing.

My feelings were answered when I watched the movie and it turned out to be quite an inspiring experience. The story starts with a friend’s suggestion that John Grogan, a reporter for the Philadelphia Inquirer, buy himself a dog to give him and his wife, Jen a taste of parenthood.

The couple went to visit a local pet shop where they bought themselves a small dog – for cheap because it was unwanted – and called it Marley, after the late Bob Marley, the singer. But soon the forewarnings about the dog’s ill behavior were proved true. Marley was hyperactive and uncontrollable. It ran through the house all day, biting and tearing at almost everything that came in his sight and eating more than his normal portion of dog food. He really wreaks havoc, gets kicked out of obedience school.

But surprisingly when Jen lost her first-born baby at its birth, Marley showed his tender side, sitting quietly on Jen’s lap, allowed the brokenhearted woman to embrace it and dry her tears on its furry head. From that moment on, Jen and John gave Marley all the love he deserved as a member of the family. 

Until one day, Jen, who by now had to look after two toddlers plus the unruly Marley, aired her feelings of depression on John. When John reminded her that it was all because of her own choice, Jen told him she was depressed not because she had given up her job to look after her family, but because of the unruliness of a small dog called Marley.

Now imagine. What if Marley was a consumer, chosen by us from out of so many market segments to be a target for our product’s brand. What if – when within one specific category everyone controlled the same segment – we had the nerve to choose one particular segment that few other marketers wanted?  To look after it, we create new market opportunities, but when times get rough, crisis looms and challenges emerge, when competitors intensify their attacks, we regret our own choice?  Quite a number of marketers would hastily redefine their segments or broaden their segments in order to secure their brand. But let us learn from Jen.

“Honey I’m so sorry,” Jen said sadly to John when she hear Marley had been evacuated to avoid her angry.  “I wasn’t going anywhere. I’ve just got for around,” she expressed her connection with Marley.

One fact is often overlooked by marketers. Building a brand relationship is important. However unruly our customers may be, we must not give up building a caring relationship with them. Jen realized that she had tended to put the blame on circumstances while in reality the blame was on her not being patient and committed enough. We often tend to demand only the loyalty of our customers, forgetting that we ourselves lack in loyalty to them. When a brand crisis occurs, many marketers tend to become skeptical and say that consumer demand is becoming more difficult to gauge, that they are becoming more capricious, and even more so when the number of competitors within the same category is growing.

The marketer then begins to “betray” the segment by shifting his focus away and offering goods it does not want, ignoring protests. But if only a little patience could be exerted, one would find that the key to the problem would be to see to it that the brand remained connected to the consumer and vice-versa the consumer to the brand.

Over time, change is certain to come, new challenges are certain to emerge, and yet the harmonious relationship is sure to be preserved. Up to the moment when Jen and Josh had to take care of their three lovable children, they remained true to Marley, who was now getting old and frail. Every day when the school bus brought the children back home from school, the now infirm Marley would be waiting for them at the curbside, wagging its tail. Until and beyond the moment of Marley’s death, the Grogan family remained true in its love for Marley, the wayward dog.

How strong and beautiful was the connection between Marley and the Grogans to be able to forge such a lasting loving relationship. There is no better way to build such a similarly long-lasting brand loyalty than by continually nurturing this brand relationship in order to ensure that brand and consumer remain connected. How then to build such a connection so that it can withstand to onslaught of time?

To quote John’s words, subtitled at the end of the story: “Just give your heart to him, and then he will give his heart to you.”

Have we, through our brand, given our heart to our consumers?

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