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Papers by Bambang Sukma Wijaya
Revista latina de comunicación social, Apr 15, 2024
La baja conciencia de la vida limpia llevó a una empresa, a través de una de sus marcas de produc... more La baja conciencia de la vida limpia llevó a una empresa, a través de una de sus marcas de productos, a iniciar un programa social mediante una campaña de donaciones para mejorar el saneamiento y la mala calidad de la salud en la provincia de Nusa Tenggara Oriental (NTT-Nusa Tenggara Timur), Indonesia. Luego se emitió un anuncio con frecuencia en los medios nacionales para apoyar la campaña. Sin embargo, este anuncio fue protestado por las personas que representan a los ciudadanos de NTT. Metodología: Empleando la teoría de la representación de Karatani (2003) y el concepto de corrección representacional de Schiappa (2008) con un enfoque análisis del discurso, la investigación analiza críticamente la política y los problemas asociados con las campañas sociales de Lifebuoy que provocaron protestas y negaciones de varios grupos comunitarios de NTT. Resultados: Este estudio encontró que el paisajismo de los problemas de representación del anuncio incluía los problemas de 'hablar sobre' y 'hablar para'. Además, el poder del prejuicio o los estereotipos raciales de las personas del este de Indonesia estuvo permanentemente adjunto a la pobreza y el subdesarrollo. Discusión: Sin embargo, los manifestantes de la representación también fue problemática y política. Hubo numerosas luchas con agendas y política de identidad entre los manifestantes. Por lo tanto, la campaña social de Lifebuoy no solo sirvió como objeto de protesta, sino que al mismo tiempo también criticó a los manifestantes. Conclusiones: Este estudio aporta lecciones esenciales para las marcas sobre la urgencia de mapear y leer las voces políticas de base cuando se lanza e implementa un programa social, de modo que se anticipen bien los diversos obstáculos.
The international journal of social sustainability in economic, social and cultural context, 2022
Brand Discourse Analysis (BDA) is a theory and method for analyzing how discourse is represented,... 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.
Received 20 January 2016 Revised 5 March 2016 Accepted 11 April 2016 DOI: 10.18196/ jgp.2016.0032... 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...
Asian Social Science, 2015
This paper examines the role of country-of-origin image (COO image) values in the process of purc... 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 ...
Jurnal ilmu Komunikasi, May 1, 2014
Recently, branded convenience stores and cafes opened by for 24 hours were increasingly in big ci... more Recently, branded convenience stores and cafes opened by for 24 hours were increasingly in big cities thoroughout in Indonesia. These cafes were provided by free internet connection and comfortable rooms so young urban people enjoyed it during all night in their life of night with work's facilities like laptop or just to chat to their friends who spend his time in this café. Lifestyle for enjoying the life all night can be mentioned as midnight culture was actually not entirely a new because these activitites can be found in Indonesia society as "begadang"to secure the villages where they live. Later where media and branded products stimulated it, this developed to be a trend and lifestyle over young urban people in the cities. These articles tried to investigate and grasp the meaning of young urban lifestyle in spending his time for life all night in convenience stores and cafes. By critical ethnography approach, this research found that spending time during all night over young urban people reflected insomnia expression and aspiration for social pleasure, constructed the success and personal identity. Personal discourses can't be separated from media discourses and social discourses which developing in the society. Commodification toward midnight culture endured to cafes and convenience stores existences.
Jurnal Komunikasi: Malaysian Journal of Communication
The reputation of media, especially online media, has lately been receiving considerable attentio... 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 ...
Studies in Media and Communication
This article elaborates on the issue of communication corruption, namely communicative actions or... 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 ...
Cogent Arts & Humanities
Review of International Geographical Education Online, Oct 7, 2021
If in the New Order era, the political dynamics in the production and consumption of pop cultures... 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 ...
3rd Jogjakarta Communication Conference (JCC 2021), 2021
Journal Communication Spectrum : Capturing New Perspectives in Communication, Aug 25, 2017
Journal Communication Spectrum : Capturing New Perspectives in Communication, Feb 3, 2016
Journal Communication Spectrum : Capturing New Perspectives in Communication, Aug 27, 2018
Journal Communication Spectrum : Capturing New Perspectives in Communication, Mar 15, 2015
In the midst of the use of social media for marketing communications activities, media are no les... 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.
Revista latina de comunicación social, Apr 15, 2024
La baja conciencia de la vida limpia llevó a una empresa, a través de una de sus marcas de produc... more La baja conciencia de la vida limpia llevó a una empresa, a través de una de sus marcas de productos, a iniciar un programa social mediante una campaña de donaciones para mejorar el saneamiento y la mala calidad de la salud en la provincia de Nusa Tenggara Oriental (NTT-Nusa Tenggara Timur), Indonesia. Luego se emitió un anuncio con frecuencia en los medios nacionales para apoyar la campaña. Sin embargo, este anuncio fue protestado por las personas que representan a los ciudadanos de NTT. Metodología: Empleando la teoría de la representación de Karatani (2003) y el concepto de corrección representacional de Schiappa (2008) con un enfoque análisis del discurso, la investigación analiza críticamente la política y los problemas asociados con las campañas sociales de Lifebuoy que provocaron protestas y negaciones de varios grupos comunitarios de NTT. Resultados: Este estudio encontró que el paisajismo de los problemas de representación del anuncio incluía los problemas de 'hablar sobre' y 'hablar para'. Además, el poder del prejuicio o los estereotipos raciales de las personas del este de Indonesia estuvo permanentemente adjunto a la pobreza y el subdesarrollo. Discusión: Sin embargo, los manifestantes de la representación también fue problemática y política. Hubo numerosas luchas con agendas y política de identidad entre los manifestantes. Por lo tanto, la campaña social de Lifebuoy no solo sirvió como objeto de protesta, sino que al mismo tiempo también criticó a los manifestantes. Conclusiones: Este estudio aporta lecciones esenciales para las marcas sobre la urgencia de mapear y leer las voces políticas de base cuando se lanza e implementa un programa social, de modo que se anticipen bien los diversos obstáculos.
The international journal of social sustainability in economic, social and cultural context, 2022
Brand Discourse Analysis (BDA) is a theory and method for analyzing how discourse is represented,... 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.
Received 20 January 2016 Revised 5 March 2016 Accepted 11 April 2016 DOI: 10.18196/ jgp.2016.0032... 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...
Asian Social Science, 2015
This paper examines the role of country-of-origin image (COO image) values in the process of purc... 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 ...
Jurnal ilmu Komunikasi, May 1, 2014
Recently, branded convenience stores and cafes opened by for 24 hours were increasingly in big ci... more Recently, branded convenience stores and cafes opened by for 24 hours were increasingly in big cities thoroughout in Indonesia. These cafes were provided by free internet connection and comfortable rooms so young urban people enjoyed it during all night in their life of night with work's facilities like laptop or just to chat to their friends who spend his time in this café. Lifestyle for enjoying the life all night can be mentioned as midnight culture was actually not entirely a new because these activitites can be found in Indonesia society as "begadang"to secure the villages where they live. Later where media and branded products stimulated it, this developed to be a trend and lifestyle over young urban people in the cities. These articles tried to investigate and grasp the meaning of young urban lifestyle in spending his time for life all night in convenience stores and cafes. By critical ethnography approach, this research found that spending time during all night over young urban people reflected insomnia expression and aspiration for social pleasure, constructed the success and personal identity. Personal discourses can't be separated from media discourses and social discourses which developing in the society. Commodification toward midnight culture endured to cafes and convenience stores existences.
Jurnal Komunikasi: Malaysian Journal of Communication
The reputation of media, especially online media, has lately been receiving considerable attentio... 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 ...
Studies in Media and Communication
This article elaborates on the issue of communication corruption, namely communicative actions or... 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 ...
Cogent Arts & Humanities
Review of International Geographical Education Online, Oct 7, 2021
If in the New Order era, the political dynamics in the production and consumption of pop cultures... 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 ...
3rd Jogjakarta Communication Conference (JCC 2021), 2021
Journal Communication Spectrum : Capturing New Perspectives in Communication, Aug 25, 2017
Journal Communication Spectrum : Capturing New Perspectives in Communication, Feb 3, 2016
Journal Communication Spectrum : Capturing New Perspectives in Communication, Aug 27, 2018
Journal Communication Spectrum : Capturing New Perspectives in Communication, Mar 15, 2015
In the midst of the use of social media for marketing communications activities, media are no les... 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.
Wijaya, B. S. (2015). ‘Midnight Culture: Ketika Kaum Muda Urban Memperlakukan Malam sebagai Siang’. Dalam Budiawan (ed), Media [Baru], Tubuh, dan Ruang Publik: Esei-esei Kajian Budaya dan Media. Yogyakarta: Jalasutra, hal. 165-200 , 2015
Midnight culture atau budaya tengah-malam adalah aktivitas produktif dan konsumtif masyarakat di ... 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.
![Research paper thumbnail of Iklan Ambient Media: Konsep, Strategi Pesan dan Implementasi [Ambient Media Advertising: Concept, Message Strategy and Implementation]](https://attachments.academia-assets.com/43935962/thumbnails/1.jpg)
](Semakin padat dan ramainya pesan-pesan komunikasi pemasaran di media-media konvensional, membuat ... 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.
![Research paper thumbnail of Etika Periklanan [Advertising Ethics]](https://attachments.academia-assets.com/43935924/thumbnails/1.jpg)
](The election of U.S. presidential candidate of the Democratic Party in 2008 that exposes Obama ve... 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
Why should we listen to the voice of consumers? It is becoming a major concern of marketers toda... 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.
![Research paper thumbnail of Analisis Branderpreneurship Pada UKM Perawatan Kecantikan: Kasus Salon ‘Waxing Corner [Branderpreneurship Analysis on the Beauty Care’s SME]](https://attachments.academia-assets.com/43938256/thumbnails/1.jpg)
](Wijaya, B. S. & M. Hanathasia (2012). ‘Analisis Branderpreneurship Pada UKM Perawatan Kecantikan: Kasus Salon ‘Waxing Corner’ [Branderpreneurship Analysis on the Beauty Care’s SME], Proceeding Seminar Nasional Kewirausahaan dan Inovasi Bisnis II, 18 Sept.,p. 483-496. DOI: 10.13140/2.1.2192.0805
Kebanyakan wirausahawan selama ini hanya memandang branding sebagai upaya pemborosan dana, bukan ... 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 meningkatkan/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. Kata kunci: Waxing Corner, kewirausahaan, merek, branderpreneurship, pengembangan nilai PENDAHULUAN Badan Pusat Statistik pada 2008 mencatat bahwa pada tahun 2007 total nilai Produk Domestik Bruto (PDB) Indonesia mencapai Rp 3.957,4 triliun, di mana UKM memberikan kontribusi sebesar Rp 2.121,3 triliun atau 53,6 persen dari total PDB Indonesia (BPS, 2008). Menurut BPS, bila ditelaah secara sektoral, maka UKM memiliki keunggulan dalam sektor tersier seperti perdagangan, hotel dan restoran dan bidang usaha yang memanfaatkan sumber daya alam (pertanian tanaman bahan makanan, perkebunan, peternakan dan perikanan. Penciptaan nilai tambah UKM di masing-masing sektor tersebut masing-masing tercatat ratarata 96,4 persen dan 95,7 persen selama periode 2006 (BPS, 2008.
![Research paper thumbnail of MENONTON INDONESIA DI REMANG KABUT EUFORIA REFORMASI [Watching Indonesia in the Dim Mists of Reform Euphoria]](https://attachments.academia-assets.com/43938606/thumbnails/1.jpg)
](Wijaya, B. S. (2014). ‘Menonton Indonesia di Remang Kabut Euforia Reformasi: Telaah Buku ‘Budaya Populer di Indonesia, Mencairnya Identitas Pasca-Orde Baru’ [Watching Indonesia in the Dim Mists of Reform Euphoria], Jurnal Desain, 1 (2), p.142-161. DOI: 10.13140/2.1.1405.6489 , 2014
If in the New Order era, the political dynamics in the production and consumption of pop cultures... 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.