Strategi membangun brand image Filiz Islamic Bride sebagai Muslim wedding gallery

Yogaswara, Adila Amelia (2026) Strategi membangun brand image Filiz Islamic Bride sebagai Muslim wedding gallery. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

INDONESIA: Brand image memiliki peran yang penting dalam mempertahankan eksistensi brand di tengah persaingan industri pernikahan yang semakin ketat, terutama setelah adanya penurunan angka pernikahan di Indonesia dalam beberapa tahun terakhir. Kondisi ini menuntut penyedia jasa pernikahan untuk tidak hanya menawarkan produk, tetapi juga mampu membangun kesan yang kuat dan positif di benak publik. Filiz Islamic Bride dipilih sebagai objek penelitian karena menunjukkan upaya membangun brand image melalui pelayanan, komunikasi media sosial, serta penegasan identitas sebagai Muslim Wedding Gallery. Tujuan penelitian ini adalah untuk menganalisis bagaimana strategi Filiz Islamic Bride dalam membangun brand image menggunakan model citra perusahaan dari Shirley Harrison yang meliputi personality, reputation, values, dan corporate identity. Penelitian ini menggunakan paradigma konstruktivistik dengan pendekatan deskriptif kualitatif. Teknik pengumpulan data dilakukan melalui wawancara mendalam, observasi, dan dokumentasi. Hasil penelitian menunjukkan bahwa brand image Filiz Islamic Bride terbentuk dari keterkaitan empat elemen utama. (1) Personality terlihat dari tindakan Filiz Islamic Bride yang menunjukkan penetapan batas desain sesuai syariat, penyajian tampilan yang sederhana namun tetap menarik, penyampaian pesan yang menekankan pentingnya pengetahuan perempuan, serta konsistensi dalam mempertahankan konsep. (2) Reputation terbentuk dari pengalaman pelayanan yang dirasakan klien serta berkembangnya kepercayaan publik yang membentuk current image di masyarakat. (3) Values menjadi dasar dalam menjalankan aktivitas melalui penerapan nilai keislaman, integritas, dan edukatif yang diwujudkan dalam tindakan nyata. (4) Corporate identity ditampilkan melalui penggunaan nama, logo, serta tampilan visual dan warna yang digunakan secara konsisten sehingga membentuk ciri khas yang mudah dikenali. Berdasarkan hasil penelitian, dapat disimpulkan bahwa strategi yang dijalankan Filiz Islamic Bride dalam membangun brand image dilakukan melalui keterkaitan antara personality, reputation, values, dan corporate identity yang diterapkan secara konsisten dalam setiap aktivitas brand. Penerapan keempat elemen tersebut tidak hanya membentuk karakter dan identitas yang jelas, tetapi juga memperkuat kepercayaan publik melalui pengalaman layanan yang positif. Kesesuaian antara nilai yang disampaikan dengan praktik yang dijalankan turut memperkuat citra yang dibangun dan keempat hal tersebut turut membantu pembentukan brand image Filiz Islamic Bride yang mengarah pada citra yang positif. INGGRIS: Brand image plays a crucial role in maintaining a brand’s existence amid the increasingly competitive wedding industry, particularly following the decline in marriage rates in Indonesia in recent years. This condition requires wedding service providers not only to offer products but also to establish a strong and positive impression in the public’s mind. Filiz Islamic Bride was selected as the object of this research due to its efforts in building brand image through service quality, social media communication, and the reinforcement of its identity as a Muslim Wedding Gallery. The purpose of this study is to analyze the strategy of Filiz Islamic Bride in building its brand image using Shirley Harrison’s corporate image model, which consists of personality, reputation, values, and corporate identity. This research employs a constructivist paradigm with a descriptive qualitative approach. Data were collected through in-depth interviews, observation, and documentation. The results show that the brand image of Filiz Islamic Bride is formed through the interrelation of four main elements. (1) Personality is reflected in the brand’s actions, including setting design boundaries in accordance with Islamic principles, presenting a simple yet appealing visual style, delivering messages that emphasize the importance of women’s knowledge, and maintaining consistency in its concept. (2) Reputation is built through clients’ service experiences and the development of public trust, which shapes the current image in society. (3) Values serve as the foundation for all activities, demonstrated through the implementation of Islamic values, integrity, and educational principles in real practices. (4) Corporate identity is expressed through the consistent use of name, logo, visual appearance, and color, creating a distinctive and recognizable identity. Based on the findings, it can be concluded that the strategy implemented by Filiz Islamic Bride in building its brand image is carried out through the integration of personality, reputation, values, and corporate identity, consistently applied across all brand activities. The implementation of these four elements not only establishes a clear character and identity but also strengthens public trust through positive service experiences. The alignment between communicated values and actual practices further reinforces the constructed image, ultimately contributing to a positive brand image of Filiz Islamic Bride.

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