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    Brand communication and rebuilding identities: Case study on brand activation of mamakhe jogja on students self image in faculty of psychology and socio-cultural of Islamic University of Indonesia
    (Maltepe Üniversitesi, 2019) Putra, Krisal; Putri, Trisnawati Sovitia
    Good brand communication will always have an excellent impact on the customers and will make the customers feel more connected to the brand. Brand communication that needs to be done consists of brand visualization and brand activation. Brand activation strategy is considered very appropriate to market the product but still focus on brand relationships with consumers. In creating brand activation, the brand must be able to build an emotional relationship with consumers. The stronger the emotional connection, the more qualified the interaction will be. Such a concept has been used by one of the souvenir products in Yogyakarta nowadays, Mamahke Jogja. This research was conducted to find out how the influence of brand activation of Mamahke Jogja, to the self image of students of Faculty of Psychology and Social Sciences of Islamic University of Indonesia, with quantitative approach of positivism paradigm and using innovation diffusion theory. Research subjects were 100 students selected using purposive sampling technique. The method used was an online survey. Data analysis was run in the form of bivariarial analysis with simple linear regression test to know the influence of both variables. The results of hypothesis testing conducted showed that brand activation of Mamahke Jogja increased product purchases, as well as minimizing the cost of promotion for Mamahke Jogja products.