{"id":732,"date":"2026-05-21T10:46:25","date_gmt":"2026-05-21T03:46:25","guid":{"rendered":"https:\/\/binus.ac.id\/malang\/minor-program\/?p=732"},"modified":"2026-05-21T10:46:25","modified_gmt":"2026-05-21T03:46:25","slug":"bahasa-brand-yang-menjual","status":"publish","type":"post","link":"https:\/\/binus.ac.id\/malang\/minor-program\/2026\/05\/21\/bahasa-brand-yang-menjual\/","title":{"rendered":"Bahasa Brand yang Menjual"},"content":{"rendered":"<p data-start=\"3561\" data-end=\"4030\">Di media sosial, startup sering mengejar visual, tren audio, atau format konten, tetapi lupa bahwa pilihan kata juga menentukan respons pelanggan. Rapezzi dalam systematic literature review menemukan bahwa bahasa brand di media sosial memengaruhi engagement, brand evaluation, hingga purchase intention. Bahkan perubahan kecil dalam wording, seperti penggunaan kata emosional, gaya informal, pronoun, atau struktur kalimat, dapat memengaruhi cara audiens menilai brand.<\/p>\n<p data-start=\"4032\" data-end=\"4362\">Bagi startup leader, ini penting karena social media bukan hanya tempat \u201cposting\u201d, tetapi ruang membentuk persepsi. Brand yang belum dikenal tidak bisa sembarangan memakai gaya terlalu santai jika belum membangun trust. Sebaliknya, brand yang sudah akrab dengan audiens bisa memakai bahasa yang lebih dekat, personal, dan playful.<\/p>\n<p data-start=\"4032\" data-end=\"4362\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-733\" src=\"http:\/\/binus.ac.id\/malang\/minor-program\/wp-content\/uploads\/sites\/8\/2026\/05\/Screenshot-2026-05-21-at-10.46.02-AM.png\" alt=\"\" width=\"836\" height=\"766\" srcset=\"https:\/\/binus.ac.id\/malang\/minor-program\/wp-content\/uploads\/sites\/8\/2026\/05\/Screenshot-2026-05-21-at-10.46.02-AM.png 836w, https:\/\/binus.ac.id\/malang\/minor-program\/wp-content\/uploads\/sites\/8\/2026\/05\/Screenshot-2026-05-21-at-10.46.02-AM-300x275.png 300w, https:\/\/binus.ac.id\/malang\/minor-program\/wp-content\/uploads\/sites\/8\/2026\/05\/Screenshot-2026-05-21-at-10.46.02-AM-768x704.png 768w, https:\/\/binus.ac.id\/malang\/minor-program\/wp-content\/uploads\/sites\/8\/2026\/05\/Screenshot-2026-05-21-at-10.46.02-AM-480x440.png 480w\" sizes=\"auto, (max-width: 836px) 100vw, 836px\" \/><\/p>\n<p data-start=\"4364\" data-end=\"4684\">Praktiknya, startup perlu membuat language guideline: kata apa yang boleh dipakai, gaya sapaan seperti apa, seberapa formal brand berbicara, dan bagaimana brand merespons komentar. Jangan menyerahkan bahasa brand sepenuhnya pada mood admin. Di pasar digital yang ramai, kata-kata adalah bagian dari strategi positioning.<\/p>\n<p data-start=\"4686\" data-end=\"4858\"><strong data-start=\"4686\" data-end=\"4700\">Reference:<\/strong> Rapezzi, M. (2026). <em data-start=\"4721\" data-end=\"4785\">Brand language on social media: A systematic literature review<\/em>. Italian Journal of Marketing, 2026, 8. DOI: 10.1007\/s43039-026-00131-7.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Di media sosial, startup sering mengejar visual, tren audio, atau format konten, tetapi lupa bahwa pilihan kata juga menentukan respons pelanggan. Rapezzi dalam systematic literature review menemukan bahwa bahasa brand di media sosial memengaruhi engagement, brand evaluation, hingga purchase intention. Bahkan perubahan kecil dalam wording, seperti penggunaan kata emosional, gaya informal, pronoun, atau struktur kalimat, [&hellip;]<\/p>\n","protected":false},"author":46,"featured_media":733,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[283,280,284,282,286,281,285],"class_list":["post-732","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-technopreneur-article","tag-brand-communication","tag-brand-language","tag-consumer-engagement","tag-content-strategy","tag-digital-marketing","tag-social-media-marketing","tag-startup-branding"],"_links":{"self":[{"href":"https:\/\/binus.ac.id\/malang\/minor-program\/wp-json\/wp\/v2\/posts\/732","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/binus.ac.id\/malang\/minor-program\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/binus.ac.id\/malang\/minor-program\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/binus.ac.id\/malang\/minor-program\/wp-json\/wp\/v2\/users\/46"}],"replies":[{"embeddable":true,"href":"https:\/\/binus.ac.id\/malang\/minor-program\/wp-json\/wp\/v2\/comments?post=732"}],"version-history":[{"count":1,"href":"https:\/\/binus.ac.id\/malang\/minor-program\/wp-json\/wp\/v2\/posts\/732\/revisions"}],"predecessor-version":[{"id":734,"href":"https:\/\/binus.ac.id\/malang\/minor-program\/wp-json\/wp\/v2\/posts\/732\/revisions\/734"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/binus.ac.id\/malang\/minor-program\/wp-json\/wp\/v2\/media\/733"}],"wp:attachment":[{"href":"https:\/\/binus.ac.id\/malang\/minor-program\/wp-json\/wp\/v2\/media?parent=732"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/binus.ac.id\/malang\/minor-program\/wp-json\/wp\/v2\/categories?post=732"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/binus.ac.id\/malang\/minor-program\/wp-json\/wp\/v2\/tags?post=732"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}