Digital branding of the university as a factor in the development of academic mobility of students and teachers

В настоящее время в сфере образования все большую популярность приобретает феномен академического электронного брендирования, включающий в себя управление брендом университета, в том числе брендирование образовательного процесса, академических журналов, научных исследований, менеджмента вуза всех уровней. В статье представлены выявленные в процессе проведенного автором исследования особенности цифрового брендирования вузов Чувашской Республики, а также условия, при соблюдении которых брендинг позволяет образовательному учреждению установить эмоциональную связь со своей аудиторией и убедить её сделать выбор в свою пользу. Показано, что цифровой брендинг университета может стать важным шагом, способствующим успешному набору студентов, в том числе иностранных. Раскрыт его потенциал для развития академической, в том числе международной академической мобильности обучающихся и преподавателей. Currently, in the field of education, the phenomenon of academic electronic branding is gaining more and more popularity, which includes university brand management, including branding of the educational process, academic journals, scientific research, and university management at all levels. The article presents the features of digital branding of universities in the Chuvash Republic identified in the course of the research conducted by the author, as well as the conditions under which branding allows an educational institution to establish an emotional connection with its audience and convince it to make a choice in its favor. It is shown that digital branding of a university can be an important step contributing to the successful recruitment of students, including foreign ones. Its potential is revealed for the development of academic, including international academic mobility of students and teachers.

STRATEGI DIGITAL BRANDING UNTUK MENINGKATKAN PENJUALAN UMKM INDONESIA

This is the time for us to see the positive side caused by pandemic. Even though not everybody agrees to this, the pandemic going on not only in Indonesia but also in all over the world has given us a chance for ‘adaptation’ over changes in business. Nowadays, business concept is not only affected by markets, companies, competitors but also by changes. Every individual, even a big company must acknowledge this. In order to maintain the side of people’s ‘economy’, various studies reviewing alternatives for good marketing strategies have been carried out. These studies are especially aimed at Small and Medium Enterprises (SMEs). This is because SMEs have been the part of creative economy. Based on these circumstances, the researcher was encouraged to study which strategy of digital branding dominantly carried out by the SME players. This research applied factor analysis to find out the basic attribute grounding SME players to survive their businesses, which were initiated either before or after pandemic. The method used was non-probability sampling. Here the questionnaires were distributed in order to find answers from five determined spots. There were 169 respondents as samples in this research. In the pre-test, before questionnaires distributed, there were at least 9 attributes used as references for the main players of SMEs in applying digital branding. Results of factor analysis test showed that there were at least two main factors developed. In these two factors, it is agreed that strategy of Search Engine Optimization was the most ideal to apply in order to survive their business. This is because it has big dominant value, which was 0.823 (82% for first group) and 0.790 (79% for the second group).

BRANDING DIGITAL LABUAN BAJO DALAM MENARIK FREE INDEPENDENT TRAVELER CINA

Free Independent Traveler (FIT) is the majority market of Labuan Bajo, including Chinese FIT. The main characteristic of this market is their dependency on the internet, therefore build up the destination image through digital marketing is very essential. The objective of this study were to identify the potential of Labuan Bajo as Indonesia super priority destination, to analyze main atraction of Labuan Bajo for Chinese FIT market, and to develop Labuan Bajo digital branding stategy for Chinese FIT. This research used qualitative descriptive by implementing data through literature review, observation, interview, and social listening. Data was analyzed by using qualitative descriptive analysis and SWOT analysis. The result showed that Pink Beach, Padar Island, komodo, and live on board could be used as the brand icon of Labuan Bajo in Chinese FIT marketing digital system. Therefore, Labuan Bajo should choose the right digital platform, start using Mandarin language, and build up partnership with Chinese key opinion leader (KOL) in each content to ensure Labuan Bajo promises well receipt by Chinese FIT online community. Keywords: digital marketing; Labuan Bajo; FIT; China

DISTINGSI DIGITAL BRANDING TSAMARA AMANY SEBAGAI CALON ANGGOTA LEGISLATIF PEREMPUAN MILENIAL DI INSTAGRAM

Women's representation in the Indonesian legislative still does not meet the expectations of 30% of the total. In addition to the lack of representation of women in the legislature, the representation of young people especially the millennial generation is very minimal in the ranks of DPR members in the 2014-2019 period. Tsamara Amany Alatas, a 22-year-old woman who graduated from Communication Studies at Paramadina University, went on to run as a legislative candidate. Tsamara built his distinction on social media, especially Instagram. Tsamara always showed the feminine and young side he had as his campaign strategy. The research method used in this study is qualitative research using content analysis of Instagram posts which are then supported by interview data to informants. The results of the study indicate that the distinctive formation built by Tsamara where change appeared when he had entered the world of politics with an appearance that reflected young people who were casual and friendly with the aim of forming the perception that Tsamara wanted to be closer and accepted by society, so that he was not distant from society so that the branding of the millennial politicians that he brings can be conveyed well.

Pelatihan Komunikasi Naratif Untuk Mendukung Digital Village Branding

Kegiatan pengabdian berupa pelatihan komunikasi naratif ini bertujuan untuk mendukung pemerintah dalam mengembangkan desa wisata Melung. Desa Wisata melung yang terletak di Kecamatan Kedungbanteng Kabupaten Banyumas adalah salah satu desa yang berpotensi menjadi desa wisata yang maju. Strateginya yang dapat dilakukan adalah dengan membangun identitas atau brandunik yang tidak dimiliki desa sekitarnya. Peserta pelatihan adalah anggota karang taruna yang memiliki minat terhadap pembuatan konten kreatif. Persoalannya adalah peserta belum mengetahui konsep branding. Fasilitator mengadakan sharing knowledge tentang branding, promosi, dan berita, serta perbedaan dari ketiganya. Branding memerlukan kekuatan narasi, maka fasilitator melanjutkan dengan pelatihan membuat narasi digital branding mengenai potensi unik Desa Wisata Melung. Hasilnya peserta mengalami peningkatan pengetahuan, wawasan, dan keterampilan dalam membuat narasi digital village branding.

Pendampingan Pemanfaaatan Media Sosial sebagai Sarana Membangun Citra Pondok Pesantren Nurul Mustafa Al-Husaini

Public relations (public relations) are one of the processes in building the image of an institution. Social media has emerged as a flexible and informative means of communication. Social media is one of them because of features such as sharing text or writing, photos and videos. with assistance carried out in terms of making social media, processing content and publishing content on facebook, instagram and youtube, boarding school administrators can interact with the wider community, improve the image of the institution despite the limited human resources and funding with the right digital branding strategy.

Digital Representation of the Coffee Culture and Cultural Heritage by Chinese Indonesian and Malaysian Coffee Brands

Objective - The existing literature contains no studies examining the issue of coffee culture and cultural heritage in the context of coffee brands’ websites evaluations. There are some well-known local coffee manufacturer brands in Indonesia and Malaysia respectively, and some of them are actually created by immigrated Chinese businessmen many decades ago. This study aims to delineate an understanding on digital representation of coffee culture and cultural heritage of Chinese Indonesian and Malaysian coffee brands through discourse methods associated with the analysis of intertextuality, and/or content which refers to content in other presentation forms and texts. Methodology/Technique - These coffee brands’ websites reinforce local identities, through the creation and diffusion of a discourse of identification. Computer-mediated discourse analysis (CMDA) was carried out by focusing on one coffee brand in Malaysia and Indonesia respectively whose owners are Chinese diasporas. This study follows the basic methodological orientation of CMDA which is language-focused content analysis. Findings – The results indicate that the Malaysian coffee brand accommodates Malaysia Chinese culture and heritage while the Chinese Indonesian coffee brand does not illustrate its own ethnic roots in all digital branding and marketing activities. Both brands in this study prioritise the coffee process technology on their websites. Novelty - The existing literatures primarily discusses food culture from sociohistorical perspective. Coffee cultures have been increasingly transnational in both Indonesia and Malaysia. Some earlier studies talked about the dynamics of coffee production in these regions, however, this study specifically examines the discourse of coffee culture represented by the most representative coffee brands in these two countries where little attention is given to their websites and relevant content patterns. Type of Paper: Empirical. JEL Classification: L2, L23 Keywords: Corporate Websites, Coffee Brands, Cultural Heritage, Indonesia, Malaysia. Reference to this paper should be made as follows: Changsong, W; Rahman, T; Sadat, A.A; Amalia, A; Sudiwijaya, E. (2021). Digital Representation of the Coffee Culture and Cultural Heritage by Chinese Indonesian and Malaysian Coffee Brands, Journal of Management and Marketing Review, 6(2), 137 – 145. https://doi.org/10.35609/jmmr.2021.6.2(5)

Using Social Media to Preserve Consumers’ Awareness on Food Identity in Times of Crisis: The Case of Bakeries

Departing from the understanding of food tourism in urban environments, this research analyses the brand engagement of bakeries during the COVID-19 lockdown period, and the first stages of the de-escalation process. A mixed-methods study is designed to analyze the case of six selected bakeries in Catalonia (Spain). Drawing on data obtained from semi-structured interviews (N = 6) and a visual content analysis of the businesses’ social media promotion in Instagram (N = 638), results show the performance of bakeries during pandemic times, where a change in production and consumption behaviors is observed and takeaway and delivery helped them to survive. In particular, their social media promotion in Instagram also revealed how bakeries have managed this difficult situation and kept a close relationship with customers, standing up as a symbol of resilience against the odds and contributing to preserve customers’ awareness on food and health, and the city’s identity, through digital branding strategies that communicate messages around bread and pastry foods (the product), the shop and the workshop (the place), and both the employees and the customers (the people).