Journal of Digital Marketing and Communication

Political Branding of Prabowo Subianto in Instagram During the Presidential Campaign in 2024

Sat, 18 Jan 2025 00:00:00 +0000

The campaign period in the 2024 presidential election was crucial for the three presidential candidate pairs (Anies-Muhaimin, Prabowo-Gibran, and Ganjar-Mahfud) to develop and implement their political communication strategies. Branding was a key aspect of political communication that needed to be considered. One of the more interesting aspects was the branding of Prabowo as a candidate participating in the presidential election for the fourth time, now showcasing a different character. This research was conducted to analyze Prabowo's political branding through social media during the 2024 presidential election campaign. The focus of the research was to describe Prabowo's political branding by categorizing it into three parts: house brands, platform brands, and product brands, in accordance with the brand hierarchy theory from Cosgrove. The method used for the research was qualitative content analysis. Data and information were obtained through an analysis of the content on Prabowo's Instagram account and interviews with three sources related to the research topic. The results of the study showed that the house brand of Prabowo's political branding through social media during the 2024 presidential election campaign was "Prabowo Subianto 2024." Five brand platforms were identified: Humanism, Continuity, Bersama Indonesia Maju (Together with Onward Indonesia), Militarism, and Free Lunch. Furthermore, the product brand identified was Aksi Gemoy, which was part of Humanism.

The Effect of Organizational Communication on Employee Work Motivation in the State-Owned Sector

Luthfi Fazli, Muhammad Fikri Akbar, Sandy Allifiansyah — Fri, 17 Jan 2025 00:00:00 +0000

The PT Bank Negara Indonesia (Persero) Tbk Kaliabang Branch Office, often known as the BNI Kaliabang Branch Office, is a state-owned corporation that provides a variety of financial services to promote Indonesia’s economic growth and industrial development. The purpose of this study was to examine the relationship between organizational communication and employee motivation at the BNI Kaliabang Branch Office and to investigate how communication influenced motivation. The study adopted a quantitative descriptive method with a total sample of 80 respondents. To assess the causal relationship, data were analyzed using descriptive statistics and basic linear regression. The results showed that organizational communication had a significant impact on employee motivation, as demonstrated by a determination coefficient of 57.6% and a significance level of 0.000. The study highlighted that organizational communication within the branch was effective, and employee motivation levels were high. Despite these positive findings, areas for improvement were identified, including leveraging electronic media to enhance message dissemination, fostering employee skills to boost creativity and productivity, and introducing a “Best Employee of the Month” program to further motivate staff. These recommendations aimed to strengthen the organization’s communication strategies and sustain high employee performance, ultimately contributing to its overall operational success.

The Influence of Brand Ambassador Red Velvet on Purchase Decision of BNI Tapcash

Anggito Priyambodo, Kinkin Yuliaty Subarsa Putri Putri, Vera Wijayanti Sutjipto — Sat, 18 Jan 2025 00:00:00 +0000

This research examines the influence of Red Velvet as a brand ambassador on consumer purchasing decisions for BNI’s Tapcash, an electronic payment card. Following the rise of cashless transactions post-COVID-19 and the National Cashless Movement (GNNT), BNI's collaboration with K-pop groups such as NCT 127 led to significant growth in Tapcash transactions. Building on this success, BNI launched a special edition Tapcash featuring Red Velvet to further promote its usage. The study focuses on the effectiveness of celebrity endorsements within K-pop fan culture, where fans often support idols by purchasing merchandise. Using a quantitative approach, the research surveyed the K-pop fanbase in Indonesia, specifically members of active social media communities, with 95 respondents selected through purposive sampling. The survey examined how Red Velvet’s role as a brand ambassador influenced purchasing decisions, particularly by assessing the credibility, attractiveness, and power of the brand ambassador on sales. Data analysis, conducted through validity, reliability, and simple linear regression tests, demonstrated a significant relationship between the brand ambassador and purchasing decisions. The F-value of 10.204 exceeded the F-table value of 1.989, confirming the positive effect of Red Velvet’s endorsement. Coefficient analysis indicated that a 1% increase in the Brand Ambassador variable corresponds to a 73.7% increase in purchasing decisions. This study highlights the significant role of celebrity endorsements in shaping consumer behavior, particularly within the context of the K-pop fanbase.

Robert N. Entman’s Framing Analysis of the Final Presidential Debate on Social Welfare in Cnnindonesia.com and Tempo.co (February 4-5, 2024)

Fri, 17 Jan 2025 00:00:00 +0000

Indonesia, as a democratic country, routinely held presidential and regional elections every five years in accordance with Law Number 7 of 2017. The presidential candidate debate, as part of the election process and broadcast through various media, was one of the events the public eagerly anticipated. Media coverage, especially through online platforms such as Tempo.co and Cnnindonesia.com, played an important role in shaping public opinion through news framing. This study aimed to apply Robert N. Entman's framing analysis to compare how Tempo.co and Cnnindonesia.com framed the news of the final presidential debate on social welfare using qualitative descriptive methods. The findings of this study showed that the online media Cnnindonesia.com focused more on the details of specific programs and their substance, providing in-depth information that helped readers understand the free meal program comprehensively. In contrast, Tempo.co focused more on the verbal dynamics and interactions between candidates, with an emphasis on negative statements and responses. Thus, the construction of reality or framing carried out by the media impacted readers' perceptions of the presidential candidates through the debate program.