Strategi Branding Masjid di Gedung Perkantoran Studi Kasus Masjid Wisma Bakrie

GIYONO, GIYONO (2026) Strategi Branding Masjid di Gedung Perkantoran Studi Kasus Masjid Wisma Bakrie. Tesis (S2) - thesis, UNIVERSITAS BAKRIE.

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Abstract

Mosque Branding Strategies in Office Buildings: A Case Study of the Wisma Bakrie Mosque Giyono ABSTRACT: The rapid increase in the number of mosques in Indonesia has been accompanied by new challenges, particularly for office mosques in establishing a distinctive identity, engaging worshippers, and remaining relevant to the needs of professional workers. This study aims to analyze the branding strategy of Masjid Wisma Bakrie as an office mosque based on the five dimensions of Mosque Branding: Brand Distinctiveness, Brand Communication, Brand Community, Brand Outreach, and Brand Innovation. This study employed a qualitative case study approach. Data were collected through in-depth interviews, observations, documentation, and digital content analysis and were analyzed using data reduction, data display, conclusion drawing, and triangulation. The findings reveal that the branding strategy of Masjid Wisma Bakrie has successfully established the mosque as an inclusive mosque within a corporate environment. The integration of the five Mosque Branding dimensions creates perceived value for worshippers, including easier access to information, enhanced religious knowledge, competency development, convenient services, and positive experiences that position the mosque as a place for spiritual recharge, social connectedness, and personal development. This study proposes a conceptual model of Inclusive Mosque Branding, demonstrating that successful office mosque branding depends not only on identity and programs but also on the ability to create meaningful experiences, foster emotional engagement, and remain responsive to the needs of professional workers. Keywords: Mosque Branding, Office Mosque, Inclusive Mosque Branding, Professional Workers, Masjid Wisma Bakrie.

Item Type:	Thesis (Tesis (S2) - )
Uncontrolled Keywords:	Keywords: Mosque Branding, Office Mosque, Inclusive Mosque Branding, Professional Workers, Masjid Wisma Bakrie.
Subjects:	Social Sciences Communication Science > Marketing Communications Thesis > Thesis (S2)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Magister Ilmu Komunikasi
Depositing User:	Giyono Giyono
Date Deposited:	03 Aug 2026 03:20
Last Modified:	03 Aug 2026 03:20
URI:	https://repository.bakrie.ac.id/id/eprint/13837

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