VRIO-Based Digital Communication Strategies to Enhance Brand Image at the Office of Notary & PPAT Putranto Nur Utomo
STRATEGI KOMUNIKASI DIGITAL BERBASIS VRIO DALAM MENINGKATKAN BRAND IMAGE DI KANTOR NOTARIS & PPAT PUTRANTO NUR UTOMO
DOI:
https://doi.org/10.36526/santhet.v9i5.6301Keywords:
Digital Communication, Brand Image, Notary Office, CBBE Model, VRIO AnalysisAbstract
This study explores the role of digital communication strategies in enhancing the brand image of Notary & PPAT Putranto Nur Utomo. In today’s digital era, the credibility of notarial services is not only determined by legal competence but also by how effectively offices manage communication, administration, and client interactions. The research applies a qualitative approach through direct participation, observation, interviews, and document analysis during an internship program. Data were analyzed using Keller’s Customer-Based Brand Equity (CBBE) model and the VRIO framework to evaluate how internal digital systems affect brand perception. The findings reveal that while the office demonstrates strong credibility in legal competence, its digital communication and administrative practices remain suboptimal. Challenges include non-standardized digital archives, inefficient internal communication, and incomplete staff identity formalization. These weaknesses impact professional perception despite positive assessments of legal services. The novelty of this study lies in its emphasis on internal digitalization as the foundation of brand image building, rather than relying solely on external marketing or social media presence. Strengthening standardized digital archives, structured communication systems, and staff professionalism is recommended to create a sustainable competitive advantage. Ultimately, this research contributes to the development of communication strategies for notary offices to achieve a modern, credible, and client-oriented image.
References
Abdillah, S. (2022). Batasan kewenangan dan tanggung jawab Notaris–PPAT dalam edukasi prosedur pembuatan akta otentik ditinjau dari Pasal 51 KUHP. Jurnal Edukasi Riau (JER), 3(2), 101–115. https://jer.or.id/index.php/jer/article/download/125/100
Arung, A. L., & Sari, W. P. (2022). Analisis komunikasi internal dalam membangun kinerja yang baik. Kiwari: Jurnal Komunikasi dan Informasi, 2(2), 85–97. https://journal.untar.ac.id/index.php/Kiwari/article/view/15680
Boestam, A. B., & Derivanti, A. D. (2022). Komunikasi digital dan perubahan sosial. Jurnal Ilmu Sosial dan Pendidikan (JISIP), 6(4), https://doi.org/10.36312/jisip.v6i4.4032
Fad’li, G. A., Marsofiyati, & Suherdi. (2023). Implementasi arsip digital untuk penyimpanan dokumen digital. Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen dan Bisnis, 1(4), 1–10. https://doi.org/10.61132/manuhara.v1i4.115
Hasyim, M. H., Purnamasari, H., & Priyanti, E. (2021). Kualitas pelayanan administrasi kependudukan pada Kantor Kecamatan Jatibarang Kabupaten Indramayu. Dinamika: Jurnal Ilmiah Ilmu Administrasi Negara, 8(2), 239–250. https://jurnal.unigal.ac.id/dinamika/article/download/5602/pdf
Irawan, P. R., Abdillah, & Taryanto. (2022). Pengaruh brand image terhadap keputusan pembelian pada home industry sandal kulit Kandangwesi Collection Garut. Jurnal Manajemen dan Bisnis, 9(2), 116–128. https://jurnal.umj.ac.id/index.php/JMMB/article/download/13148/7290
Keller, K. L. (2013). Strategic brand management: Building, measuring and managing brand equity (4th ed., Global ed.). Pearson. https://vulms.vu.edu.pk/Courses/MKT724/Downloads/Keller%20Strategic%20Brand%20Management.pdf
Lombok, V. V., & Samadi, R. L. (2022). Pengaruh brand image, brand trust dan digital marketing terhadap keputusan pembelian konsumen pada produk Emina (Studi kasus pada mahasiswa Universitas Sam Ratulangi). Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 10(3), 259–269. https://doi.org/10.35794/emba.v10i3.43524
Mahdalena, A., Syafutri, F. A., & Fahlevi, R. (2024). Strategi perancangan manajemen pelayanan di kantor notaris dan PPAT. Jurnal Ilmiah Pratama Manajemen, 3(3). https://ejurnal.politeknikpratama.ac.id/index.php/jupiman/article/download/4609/4611/15735
Mangara, J. N., & Cindoswari, A. R. (2025). Analisis komunikasi digital pada aksi kekerasan verbal komunitas Mobile Legends squads Project TRV di Kota Batam. Universitas Putera Batam. Retrieved from https://ejournal.upbatam.ac.id/index.php/scientia_journal/article/download/7827/3229/30071
Nasyeh, M. A., & Avriyanti, S. (2022). Pengaruh brand image terhadap keputusan pembelian pada produk sepeda merek Polygon tipe Monarch M5 di Toko Bagus Bike Kabupaten Tabalong. Maneggio: Jurnal Ilmiah Magister Manajemen, 5(1), 47–59. https://jurnal.umsu.ac.id/index.php/MANEGGIO/article/view/6766
Ningtyas, R., & Wirawan, F. A. W. (2022). Pemanfaatan Teknologi Komunikasi Digital Bagi Kinerja Sekretaris. Jurnal Administrasi Dan Kesekretarisan, 7(2), 174–185. https://doi.org/10.36914/jak.v7i2.864
Pandiangan, R., Putra, R., & Dewanti, S. (2021). Faktor-faktor yang mempengaruhi brand equity: Brand trust, brand image, perceived quality, & brand loyalty. Jurnal Ilmu Manajemen Terapan, 2(4), 471–484. https://dinastirev.org/JIMT/article/view/459/312
Rahmanda, E., Feranza, F. Y., Sari, N. J., Putri, S. T., & Ferdiana, R. (2025). Peran komunikasi internal dalam corporate communication untuk meningkatkan employee engagement. Konsensus: Jurnal Ilmu Pertahanan, Hukum dan Ilmu Komunikasi, 2(1), 118–132. https://doi.org/10.62383/konsensus.v2i1.620
Saefullah, A., & Agustina, I. (2023). Efektivitas program webinar kewirausahaan bagi mahasiswa STIE Ganesha. Jurnal Analisis, 13(1), 78–91. https://doi.org/10.37478/als.v13i1.2520
Saefullah, A., Fahri, F., & Hidayatullah, S. (2023). Empowering Ciung Wanara tourism site food stall owners with digital marketing expertise and business licencing. SPEKTA (Jurnal Pengabdian Kepada Masyarakat: Teknologi dan Aplikasi), 4(2), Article 2. https://doi.org/10.12928/spekta.v4i2.8036
Saputra, D. (2017, June). Analisa VRIO (Valuable, Rare, Inimitable, Organized to Capture Value). International Business Management. Retrieved from https://bbs.binus.ac.id/ibm/2017/06/analisa-vrio-valuable-rare-inimitable-organized-to-capture-value/
