Strategi Branding Muktamar Muhammadiyah ke-48 di Media Digital dalam Upaya Mempertahankan Citra dan Eksistensinya

Authors

  • Dwi Pratiwi Universitas Muhammadiyah Surakarta
  • Dian Purworini Universitas Muhammadiyah Surakarta

DOI:

https://doi.org/10.21111/sjic.v5i2.9748

Keywords:

citra, media digital, Muktamar Muhammadiyah, strategi branding

Abstract

Muktamar merupakan permusyawaratan terbesar Muhammadiyah yang dilaksanakan setiap lima tahun. Pelaksanaan Muktamar ke-48 ditunda dua tahun karena Covid-19 dan dikhawatirkan hilangnya awareness masyarakat terhadap Muktamar. Oleh karena itu, dibutuhkan strategi branding untuk mempertahankan eksistensi perhelatan akbar ini. Tujuan penelitian ini yaitu menganalisis strategi branding Muktamar Muhammadiyah ke-48 di media digital dalam mempertahankan citra dan eksistensi. Metode penelitian ini kualitatif deskriptif dengan teknik Snowball Sampling dan teori Integrasi Informasi. Hasil penelitian menunjukkan bahwa Muktamar 48 menghadirkan kesan Muhammadiyah organisasi islam modern yang siap menghadapi era digitalisasi, cinta kebersihan, tertib, gembira dan bermanfaat bagi masyarakat. Kesan positif juga dapat ditemui pada brand personality ramah, sopan santun, lembut, mengedukasi, menginspirasi, cerdas, dan bermartabat. Identity brand ditunjukan dalam bentuk logo, lagu, tagline, dan brand guidelines. Untuk menjangkau audiens yang luas maka Panitia Muktamar memaksmalkan peran media mainstream dan digital serta agar pesan tersampaikan dengan baik dilakukan strategi pengorganisasian pesan media official dan memperhatikan kredibilitas informasi dengan memberlakukan sistem layer berjenjang yang berfungsi mengontrol, verifikasi, dan validasi seluruh informasi.

References

Absari, R. (2022). Analisis branding pt gama wisata di media digital saat pandemi covid-19. (Unpublished thesis). Universitas Muhammadiyah SurakartaAgboola, Mayowa, G., Olabowale, E., Osunde, C., Akinbode, M., & Borishade, T. (2020). Public Relations Strategy : A Tool for Building Organizational Corporate Image. Innovation Management and Education Excellence Vision 2020. 4562–4568.Albet, P., & Indra Dewi, S. (2019). Strategi Branding Dinas Kebudayaan dan Pariwisata Kota Malang dalam Membentuk Image Sebagai Kota Pariwisata. Jurnal Komunikasi Nusantara, 1(2), 99–107. https://doi.org/10.33366/jkn.v1i2.27Astriecia, A., & Dewi, S. R. (2021). Branding Strategy: How Pasar Kebon Empring can Survive During Pandemic Outbreak. ICLSSE Proceedings of The 3rd International Conference. https://doi.org/DOI 10.4108/eai.9-9-2022313661Asyraf, J. A., Maryani, E., & Andari, R. (2022). the Role of Instagram Media in Branding Destinations Among Youth in Bukittinggi City. Jhss (Journal of Humanities and Social Studies), 6(2), 161–164. https://doi.org/10.33751/jhss.v6i2.5399Bagautdinova, N. G., Gorelova, Y. N., & Polyakova, O. V. (2015). University Management: From Successful Corporate Culture to Effective University Branding. Procedia Economics and Finance, 26(15), 764–768. https://doi.org/10.1016/s2212-5671(15)00836-9Baskoro, A. (2021). the Role of Social Media in Building a Brand Image To Maintain a Corporate Image on Tpa (Third Party Assistance) Companies. MAKNA: Jurnal Kajian Komunikasi, Bahasa Dan Budaya, 8(1).Chung, S. Y. (Ashley), & Byrom, J. (2021). Co-creating consistent brand identity with employees in the hotel industry. Journal of Product and Brand Management, 30(1), 74–89. https://doi.org/10.1108/JPBM-08-2019-2544Dasuki, I., & Wahid, U. (2020). Penggunaan Instagram sebagai Media Komunikasi Pemasaran untuk Membangun Brand Awareness saat Pandemi Covid-19. 1(2), 47–54.Erlin Christiani, T. (2020). Analisis Strategi Media Sosial Dalam Membangun Brand Image (Studi Pada Instagram Fujifilm Indonesia). Jurnal Visi Komunikasi, 19(1), 75. https://doi.org/10.22441/visikom.v19i9844Faadilah, K., Naryoso, A., & Nur Suyanto Gono, J. (2022). Analisis Strategis Public Relationse Zenius Dalam Upaya Membangun Branding Sebagai Platform Mitra Belajar DARING. Interaksi Online, 10(3), 141-152.Ferbita, L. V., Setianti, Y., & Dida, S. (2020). Strategi digital branding lembaga ilmu pengetahuan indonesia ( lipi ) melalui media sosial. Acta diurna, 16(2), 113–136.Heding, T., Knudtzen, C. F., & Bjerre, M. (2008). Brand management: Research, theory and practice. In Brand Management: Research, Theory and Practice. https://doi.org/10.4324/9780203996171Hoang Tien, N., Thanh Vu, N., Van Tien, N., Ho Chi Minh City, in, & Correspondence Nguyen Hoang Tien, V. (2019). The role of brand and brand management in creating business value case of coca-cola Vietnam. International Journal of Research in Marketing Management and Sales, 1(2), 57–62.Hootsuite We are Social. (2022). Indonesian Digital Report. Acessed from: https://andi.link/hootsuite-we-are-social-indonesian-digital-report-2022/Karens, R., Eshuis, J., Klijn, E. H., & Voets, J. (2016). The Impact of Public Branding: An Experimental Study on the Effects of Branding Policy on Citizen Trust. Public Administration Review, 76(3), 486–494. https://doi.org/10.1111/puar.12501Keshavarz, H. (2021). Evaluating credibility of social media information: current challenges, research directions and practical criteria. Information Discovery and Delivery, 49(4), 269–279. https://doi.org/10.1108/IDD-03-2020-0033Kim, B. J., Baek, T. H., & Martin, H. J. (2010). Dimension Of New Media Brand Personality. Journalism & Mass Communication Quarterly, 87(1), 117–134.Lee, J. W. (2022). Impacts of Public Relations on Corporate Reputation. Journal of Digital Marketing and Communication, 2(1), 30–36. https://doi.org/10.53623/jdmc.v2i82Littlejohn, Stephen W. (2014). Teori Komunikasi : Theories of Humas Communication. Jakarta : Salemba Humanika.Masiello, B., Bonetti, E., & Izzo, F. (2020). Multiple identities of a festival: Intended, communicated and perceived brand personality in the social media environment. International Journal of Contemporary Hospitality Management, 32(2), 749–768. https://doi.org/10.1108/IJCHM-11-2018-0937Moore, Frazier. (2005). Humas Membangun Citra dengan Komunikasi. Bandung: RosdakaryaMuhammadiyah (2022). Layani Peserta Muktamar, Muhammadiyah Siapkan 6 Dapur Umum untuk 44 Ribu Porsi Makanan. Acessed from: https://muhammadiyah.or.id/layani-peserta-Muktamar-muhammadiyah-siapkan-6-dapur-umum-untuk-44-ribu-porsi-makanan/Muhammadiyah. (2020). Theme Song Muktamar Muhammadiyah-‘Aisyiyah ke-48. Acessed from: https://muhammadiyah.or.id/theme-song-Muktamar-muhammadiyah-aisyiyah-ke-48/Muhammadiyah (2022). Muktamar ke-48 Diselenggarakan 18-20 November 2022, Tanggal 19 November Pembukaannya. Acessed from: http://muhammadiyah.or.id/Muktamar.48 (2020). Tentang Muktamar 48 Muhammadiyah & 'Aisyiyah. Acessed from: https://Muktamar48.id/Mundiri, A., Baharun, H., Wahid, A. H., Imamah, L., & Zakiyah, U. (2021). Digital Branding in Increasing Civic Engagement ; A Public Relation Strategy in the Battle of Perceptions. Advances in Social Science, Education and Humanities Research, 536, 61–64.Mu'ti, A., Ulhaq, F. R., Khoirudin, A., & Fanani, A. F. (Eds.). (2016). Kosmopolitanisme Islam Berkemajuan: Catatan Kritis Muktamar Teladan Ke-47 Muhammadiyah di Makasar 2015. Muhammadiyah University Press.Naimi, N., & Amini, N. R. (2021). Strengthening Muhammadiyah Ideology Through Webiner’aisyiyah, North Sumatra, Faces Covid 19 New Normal. Proceeding International Seminar Of Islamic Studies, 2(1), 700–706.Puspita, Destya Anggraini (2018) Efektivitas Cyber PR Facebook Pemerintah Kota Surabaya Dalam Menciptakan City Branding Kota Surabaya. Undergraduate thesis, Fakultas Ilmu Sosial dan Politik.Rathnakar, G. (2018). Impact of Social Media on Event Marketing-an Analysis. Ictact Journal on Management Studies, 1664(August), 783–787. https://doi.org/10.21917/ijms.2018.0105Rowles, D. (2022). Digital branding: a complete step-by-step guide to strategy, tactics, tools and measurement. Kogan Page Publishers.Suara Muhammadiyah (2019). Logo Resmi Muktamar Muhammadiyah ke-48 dan Filosofinya. Acessed from: https://suaramuhammadiyah.id/2019/07/31/logo-resmi-Muktamar-muhammadiyah-ke-48-dan-filosofinya/Sunarto, H. (2020). Strategi Branding Pengembangan Industri Pariwisata 4.0 melalui Kompetitif Multimedia di Era Digital. Journal of Tourism and Creativity, 4(1), 1–20.Susanti, E. (2014). Strategi Public Relations Dalam Meningkatkan Citra Organisasi. Jurnal Pendidikan Administrasi Perkantoran, 2(2), 15.Syavala, E. D. (2021) Strategi Public Relations dalam Menjaga Eksistensi Assalaam Hypermarket Melalui Konsep “One Stop Shopping and Muslim Syariah”. Skripsi thesis. Universitas Muhammadiyah Surakarta.Tur, A. P. A., & Pratishara, G. (2018). Tagline Branding: Trading the Products or Cultural Identities?. 2nd International Conference of Communication Science Research (ICCSR 2018), 165, 374–377. https://doi.org/10.2991/iccsr-18.2018.82Umroh, U. A. (2019). Desain Dakwah Di Media Sosial Ustadz Teuku Hanan Attaki Melalui “Shift” Pemuda Hijrah (Dalam Tinjauan Teori Integrasi Informasi Martin Feishbein). Tesis, 1–128.Watkins, B., & Lee, J. W. (2018). Communicating Brand Identity on Social Media: A Case Study of the Use of Instagram and Twitter for Collegiate Athletic Branding. Internastional Journal of Sport Communication, 9, 476–498. https://doi.org/10.4135/9781526438232Yuri Rahmadhani. (2017). Strategi Branding Portal Online WWW.TRIPRIAU.COM Dalam Membangun Brand Awareness Sebagai Portal Online Pariwisata Provinsi Riau. JOM FISIP, 4(1), 1–15.

Downloads

Published

2023-04-05