Branding di Era Attention Economy

Authors

Widodo Muktiyo
Universitas Negeri Sebelas Maret (UNS)
Sri Fajarini
Universitas Muhammadiyah Bengkulu

Keywords:

Branding, Era Attention Economy

Synopsis

Buku berjudul Branding di Era Attention Economy ini lahir dari kegelisahan intelektual yang mendalam mengenai sebuah pertanyaan yang terus berputar di benak penulis yakni mengapa begitu banyak merek dengan produk berkualitas tinggi tetap tenggelam dalam kebisingan digital, sementara merek lain yang bahkan lebih sederhana mampu mencuri hati jutaan orang?. Hal tersebut akan dibahas dalam buku Buku Branding di Era Attention Economy yang berada ditangan pembaca ini disusun dalam 5 Bab yaitu:
Bab 1 Pengantar Attention Economy dan Transformasi Branding
Bab 2 Teori Dan Konsep Dasar Branding Modern
Bab 3 Perilaku Audiens Dalam Era Overload Informasi
Bab 4 Strategi Membangun Perhatian (Attention Strategy)
Bab 5 Branding Di Media Sosial Dan Platform Digital

Chapters

  • KATA PENGANTAR
  • DAFTAR ISI
  • Bab 1 PENGANTAR ATTENTION ECONOMY DAN TRANSFORMASI BRANDING
  • Bab 2 TEORI DAN KONSEP DASAR BRANDING MODERN
  • Bab 3 PERILAKU AUDIENS DALAM ERA OVERLOAD INFORMASI
  • Bab 4 STRATEGI MEMBANGUN PERHATIAN (ATTENTION STRATEGY)
  • Bab 5 BRANDING DI MEDIA SOSIAL DAN PLATFORM DIGITAL
  • DAFTAR PUSTAKA
  • BIODATA PENULIS

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Author Biographies

Widodo Muktiyo, Universitas Negeri Sebelas Maret (UNS)

Prof. Dr. Widodo Muktiyo, S.E., M.COM., lahir di Klaten 27 Februari. Penulis alumnus S1 di Ilmu Komunikasi FISIP UGM, Fakultas Ekonomi UII dan Alumnus program AOTS di Osaka Jepang. Sejak 1987, penulis menjadi staf pengajar di Ilmu Komunikasi FISIP UNS dan pada 2003 diangkat menjadi Staf Ahli Rektor UNS di Bidang Komunikasi dan Public Relations. Kemudian sejak tahun 2005-2010 sebagai Kepala Kantor Humas & Kerjasama UNS Solo. Tahun 2011 menjadi Pembantu Rektor IV UNS. Doktor lulusan Ilmu Komunikasi UI Jakarta ini menjadi pengajar tetap di Pascasarjana Ilmu Komunikasi UNS dengan mata kuliah Manajemen Humas dan Manajemen Komunikasi Pemasaran dan Promosi. Serta pengajar Program Doktor di PDIE dan Penyuluhan Pembangunan UNS untuk matakuliah Lingkungan Bisnis dan S3 Komunikasi Pembangunan. Sejak 1995 penulis mendirikan CES “Citra Emas” School of Management and Public Relations yang bergerak di bidang pendidikan, pelatihan, jasa konsultasi dan riset PR di Yogyakarta dan Solo. Selain itu, pada 1999 merintis berdirinya Perhimpunan Hubungan Masyarakat (Perhumas) di Solo, dan pada 2001 mendirikan Media Watch Surakarta (MWS). Selain sebagai akademisi, Widodo Muktiyo aktif di berbagai organisasi bisnis dan organisasi profesi seperti HIPMI Jawa Tengah, Pengurus BPP Perhumas, Ketua BPC Perhumas Solo, Wakil Bendahara API (Asosiasi Pertekstilan Indonesia) Jawa Tengah, Pengasuh Pondok Wirausaha Citra Emas serta konsultan di beberapa rumah sakit, bank nasional, perguruan tinggi dan lain-lain. Beberapa bukunya antara lain: Pengantar Ilmu Komunikasi (1992), Ekonomi Pembangunan (1994), Bagaimana Cara Menjual dan Membangun Citra (2004), Kiat Berkomunikasi Efektif (2004). Menjadi Profesional dan Komunikatif di Kantor (2005), dan Membangun Usaha dengan Kekuatan Image (2006). Tahun 2001 s/d 2007 menjadi pengisi rubrik Konsultasi Marketing dan Public Relations di Harian Jawa Pos Radar Jogja dan rubrik Konsultasi Etika dan Komunikasi Bisnis di Harian Solopos. Pengasuh rubrik Manajemen Citra di Radio Solopos FM tahun 2003-2009. Penulis juga sebagai Presenter dalam program Bedah Citra CES Citra Emas di TATV, Perspektif di TA TV Solo serta UNS Menyapa di Jogja TV & TA TV Solo serta Host acara Academic Corner di Metro TV. Penulis pernah menjabat sebagai Dirjen IKP Kementerian Komunikasi dan Informatika RI (2018-2020) dan tahun 2020 menjabat Staf Ahli Menteri Bidang Konunikasi dan Media Massa pada Kementerian Komunikasi dan Informatika RI

Sri Fajarini, Universitas Muhammadiyah Bengkulu

Sri Dwi Fajarini, M.I.Kom., Dosen Program Studi Ilmu Komunikasi Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Muhammadiyah Bengkulu Penulis lahir di Bengkulu tanggal 08 Desember 1993. Penulis adalah dosen tetap pada Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Muhammadiyah Bengkulu. Menyelesaikan pendidikan S1 pada Ilmu Komunikasi dan melanjutkan S2 pada Ilmu Komunikasi, dan saat ini sedang melanjutkan pendidikan S3 Ilmu Komunikasi. Dalam aktivitas akademik, penulis aktif melaksanakan tridarma perguruan tinggi yang meliputi pengajaran, penelitian, dan pengabdian kepada masyarakat. Minat keilmuan penulis mencakup kajian komunikasi digital, opini publik, literasi media, komunikasi budaya serta pengembangan penulisan akademik. Selain itu, penulis secara konsisten menekuni bidang kepenulisan, baik dalam bentuk karya ilmiah, artikel populer, maupun kontribusi dalam forum-forum akademik dan publikasi ilmiah

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BRANDING DI ERA ATTENTION ECONOMY

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June 13, 2026

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