Strategi komunikasi halal Wedding Organizer dalam membangun Brand Identity terhadap gen m

Abstract

Abstrak

Penelitian ini bertujuan penelitian ini untuk mengetahui dan mendeskripsikan strategi komunikasi Halal Wedding Organizer dalam membangun Brand Identity terhadap generasi muslim modern. Penelitian ini menggunakan pendekatan kualitatif dengan jenis penelitian deskriptif. Data utama diperoleh dari hasil wawancara kepada owner, crew freelance, dan client Halal Wedding Organizer. Peneliti bertindak sebagai instrumen penelitian dengan alat pedoman observasi, wawancara serta dokumentasi. Keabsahan data diuji dengan triangulasi sumber. Analisis menggunakan prosedur milik Miles Huberman, yaitu pengumpulan, reduksi, penyajian dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa dalam membangun Brand Identity terdapat 4 tahapan, yaitu: (1) Analisis pasar, dengan bersegmentasi kepada masyarakat muslim modern; (2) Dalam membangun brand melalui product dan corporate yang senada dengan nilai keislaman ; (3) Membangun identitas melalui visual dengan peci, jilbab, henna; (4) Didukung oleh elemen identity approach, yaitu adanya adzan dan sholat; (5) Termanifestasikan dalam organizational identity/culture yakni symbols audio dengan backsound islam dan control systems yang melarang crew untuk merokok.

Kata Kunci : Brand, Pendekatan Identitas, Penata Acara Pernikahan MuslimAbstract

This research aims to find out and describe the communication strategy of Halal Wedding Organizer in building Brand Identity towards the modern Muslim generation. This research uses a qualitative approach with a descriptive type of research. The main data was obtained from interviews with owners, freelance crew, and clients of Halal Wedding Organizer. Researchers act as research instruments with observational guides, interviews and documentation. The validity of the data is tested by triangulation of sources. The analysis uses Miles Huberman's proprietary procedures, namely collection, reduction, presentation and drawing conclusions. The results showed that in building Brand Identity there are 4 stages, namely: (1) Market analysis, by segmenting the modern Muslim community; (2) In building a brand through products and corporations that are in line with Islamic values; (3) Building identity through visuals with peci, jilbab, henna; (4) Supported by identity approach elements, namely the presence of adzan and prayer; (5) Manifested in organizational identity/culture, namely audio symbols with Islamic backsound and control systems that prohibit crew from smoking.

Keywords : Brand, Identity Approach, Muslim Wedding Organizer