Empowering Indonesia's Local Brands: A Case Study on Ruaya’s Digital Branding and Marketing

Dewi Diastuti  Herfini; Tasya Putri Iranti; Yassela Luqi  Nadhifah

doi:10.37535/103005220243

Authors

Dewi Diastuti Herfini LSPR Institute of Communication & Business, Jakarta, Indonesia
Tasya Putri Iranti LSPR Institute of Communication & Business
Yassela Luqi Nadhifah LSPR Institute of Communication & Business

DOI:

https://doi.org/10.37535/103005220243

Keywords:

local brand; , branding strategy; , cognitive dissonance theory; , marketing niche

Abstract

This study highlights how Public Relations (PR) practitioners assist Indonesia's local Micro, Small, and Medium Enterprises (MSMEs) in the souvenir printing business for various needs. The products created by the local MSME named Ruaya are used by their clients to design digital campaigns aimed at developing better branding strategies and increasing customer awareness in marketing efforts. "The research focuses on two main issues: integrating the Cognitive Dissonance Theory (CDT) into Ruaya’s product branding and promotion, and developing strategies for employee training and leadership as the company transitions from traditional to digital media for branding and promotion." The aim of this paper is to develop strategies that Ruaya can adopt to effectively utilize social media for creating branding strategies that enhance brand awareness and attract new consumers. Additionally, the research focuses on building employee capacity by leveraging CDT as a communication tool to promote active online engagement, adopting niche marketing strategies, and establishing a unique identity for Ruaya. The strategies suggested by PR practitioners to Ruaya’s management include consistently creating video content with storytelling elements, planning content regularly, and collaborating with influencers. The novelty of this qualitative research lies in the exploration of CDT utilization, highlighting its role in three aspects: leadership, marketing, and content strategy.

References

Arroisi, A., Nurifai, S. H., & Boer, R. F. (2024). Why Hospitals in Indonesia Must Shift Their Media Tools: A Case Study Analysis of Grha Kedoya Hospital, Jakarta. COMMENTATE: Journal of Communication Management, 5(1), 1–17. https://doi.org/10.37535/103005120241

Bai, J., Kong, Q., Li, L., Wang, L., & Zeng, D. (2019, July). Exploring cognitive dissonance on social media. In 2019 IEEE International Conference on Intelligence and Security Informatics (ISI) (pp. 143-145). IEEE.

Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. Business & management studies: an international journal, 6(1), 128-148.

Borchers, Nils S. (2019). Social Media Influencers in Strategic Communication. International Journal of Strategic Communication, 13:4, 255-260, DOI:10.1080/1553118X.2019.1634075

Carpenter, C. J. (2019). Cognitive dissonance, ego-involvement, and motivated reasoning. Annals of the International Communication Association, 43(1), 1–23. https://doi.org/10.1080/23808985.2018.1564881

Eisenberg, E. M., Johnson, Z., & Pieterson, W. (2015). Leveraging social networks for strategic success. International Journal of Business Communication, 52(1), 143-154.

Gregory, A. (2010). Planning and managing public relations campaigns: A Strategic Approach. 3RD Ed. London: Kogan Page Publishers.

Griffin, E. M., Ledbetter, A., & Sparks, G. (2019). A First Look at Communication Theory, 10th Ed. New York, NY: McGraw – Hill Education

Kaharuddin. (2021). Kualitatif : Ciri dan Karakter Sebagai Metodologi. Equilibrium: Jurnal

Pendidikan, 9(1), 1-8. https://doi.org/10.26618/equilibrium.v9i1.4489

Kementerian Koperasi dan Usaha Kecil dan Menengah. (2016). Perkembangan Data Usaha Mikro, Kecil, Menengah (UMKM) dan Usaha Besar (UB) Tahun 2016 – 2017 (Website Kemenkopukm). Jakarta, Indonesia. From: https://www.kemenkopukm.go.id/data-umkm/?DHT7PzNrXgDKmOSMXVbE4QBV0f8DfLEqCfx3AKReZRSPJwbvNK

Lesmana, D., & Valentina, G. M. (2021). Digital Marketing Rumah Makan Padang Melalui Instagram Berdasarkan Social Construction of Technology. Journal of Communication Management, 2(1), 17-32. https://doi.org/10.37535/103002120212

LPPI & Bank Indonesia. (2015). Profil Bisnis Usaha Mikro, Kecil Dan Menengah (UMKM). Jakarta, Indonesia: LPPI & Bank Indonesia

Mi, T. J., & Baharun, R. (2013). Introduction to SMEs in Malaysia: Growth potential and branding strategy. World Journal of Social Sciences. Vol. 3. No. 6, 189 – 203

Munandar, G. M., Hidayah, M. N. W., & Wibowo, E. A. (2022). Perubahan Sistem Konvensional Menjadi Sistem Digitalisasi Bagi UMKM Kebumen Di Bidang Konveksi (Studi Kasus Tonight Sablon). JUSTI (Jurnal Sistem Dan Teknik Industri), 3(4), 451–458.

Muneer, S., Ali, M., Qamar, N., & Dost, K. B. (2024). Social Media Use: A Cognitive Dissonance Analysis of Heavy Users and Engagement Dynamics. The Asian Bulletin of Big Data Management, 4(3), 79–103. https://doi.org/10.62019/abbdm.v4i3.205

Odongo, I. (2016). Content marketing: using it effectively for brand strategy and customer relationship management. Advances in Social Sciences Research Journal, 3(12), 52-61.

Oktaviani, F., Sariwaty, Y., Rahmawati, D., Gusfiani, A., & Ramdani, D. (2018). Penguatan produk UMKM “calief” melalui strategi branding komunikasi. Jurnal Abdimas BSI: Jurnal Pengabdian Kepada Masyarakat, 1(2), 348-354. http://ejournal.bsi.ac.id/ejurnal/index.php/abdimas

Perkembangan Data Usaha Mikro, Kecil, Menengah (UMKM) Dan Usaha Besar (UB) Tahun 2018 –2019 (2021), from: https://satudata.kemenkopukm.go.id/arsip/2

Putri, R. D. (2020). Strategi komunikasi rumah kreatif sleman dalam upaya pengembangan UMKM di era ekonomi digital. COMMICAST, 1(1), 14–19. https://doi.org/10.12928/commicast.v1i1.2412

Seitel, F. P. (2017) The practice of public relations.13Th. Essex: Pearson Education Limited.

Subakti, H., & Prasetya, K. H. (2021). Analisis Pembelajaran Daring Bahasa Indonesia Melalui Pemberian Tugas Pada Siswa Kelas Tinggi SDN 024 Samarinda Utara. Jurnal Basataka (JBT), 4(1), 46-53. https://jurnal.pbsi.uniba-bpn.ac.id/index.php/BASATAKA/article/view/109.

Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Penerbit CV. Alfabeta.

Sundaram, R., Sharma, D. R., & Shakya, D. A. (2020). Power of digital marketing in building brands: A review of social media advertisement. International Journal of Management, 11(4).

Syafitri, D., Ilham, R. N., Pertiwi, S., Sandi, S. P. H., & Hidayaty, D. E. (2023). Rekrutmen dan Seleksi SDM pada UMKM Konveksi dan Sablon Braveryproject.Id. Jurnal Ilmiah Wahana Pendidikan, 9(15), 93–97. https://doi.org/10.5281/zenodo.8201651

Tafesse, W., & Wien, A. (2018). Implementing social media marketing strategically: an empirical assessment. Journal of Marketing Management, 34(9–10), 732–749. https://doi.org/10.1080/0267257X.2018.1482365

Urakami, J., Kim, J., Oura, O., & Seaborn., K. (2022). Finding Strategies Against Misinformation in Social Media: A Qualitative Study. In Extended Abstracts of the 2022 CHI Conference on Human Factors in Computing Systems (CHI EA '22). Association for Computing Machinery, New York, NY, USA, Article 242, 1–7. https://doi.org/10.1145/3491101.3519661

West, R. L., & Turner, L. H. (2018). Introducing communication Theory: Analysis and Application. 6th Ed. New York, NY: McGraw-Hill Humanities.

Yang, M., Zhang, W., Ruangkanjanases, A., & Zhang., Y. (2021). Understanding the Mechanism of Social Attachment Role in Social Media: A Qualitative Analysis. Front. Psychol. 12:720880. doi: 10.3389/fpsyg.2021.720880