{"id":3141,"date":"2026-05-04T12:00:24","date_gmt":"2026-05-04T05:00:24","guid":{"rendered":"https:\/\/fikom.untar.ac.id\/?p=3141"},"modified":"2026-05-13T08:41:23","modified_gmt":"2026-05-13T01:41:23","slug":"exploring-the-identity-and-consumption-of-the-young-generation-in-the-era-of-brand-experience-through-smkim-2026","status":"publish","type":"post","link":"https:\/\/fikom.untar.ac.id\/en\/2026\/05\/04\/exploring-the-identity-and-consumption-of-the-young-generation-in-the-era-of-brand-experience-through-smkim-2026\/","title":{"rendered":"Exploring the Identity and Consumption of the Young Generation in the Era of Brand Experience through SMKIM 2026"},"content":{"rendered":"

Jakarta, April 28, 2026 \u2013 The Faculty of Communication Science at Universitas Tarumanagara (Fikom Untar) officially held SMKIM 2026 with the theme <\/span>\u201cCollaboration of Knowledge, Practice, and Real Action Towards SGDs\u201d<\/span><\/i>. This program is expected to serve as a comprehensive learning platform for students to understand the dynamics of the ever-evolving communication and marketing industry. Through a series of sessions, participants are encouraged to broaden their insights, sharpen critical thinking skills, and apply the knowledge gained into professional practice.<\/span><\/p>\n

The first session of SMKIM 2026 discussed <\/span>\u201cYouth Lifestyle in the Era of Brand Experience: Identity, Consumption, & Communication.\u201d<\/span><\/i> In this session, participants were guided to understand how the concept of brand experience plays a role in shaping self-identity, influencing consumption preferences, and building communication patterns relevant to the development of media and technology. The discussion aimed to provide a comprehensive perspective on the relationship between lifestyle, media, and communication strategies used by brands.<\/span><\/p>\n

To support the delivery of in-depth material, SMKIM 2026 presented competent speakers in their respective fields. Gladys Santoso, Co-Founder of <\/span>Nyanyi Bareng Jakarta<\/span><\/i>, shared insights on how young people choose communities aligned with their interests and talents. Dr. Faridhian Anshari, an Anthropologist and Researcher in Sports, Media, and Social Studies, explained that young people\u2019s actions are often driven by underlying motives. Meanwhile, Serena Emerald, Corporate Communications representative of PT. Grand Indonesia, provided insights into how corporate branding is shaped by the way companies communicate with the market.<\/span><\/p>\n

SMKIM 2026 was opened with a welcoming speech by Septia Winduwati, S.Sos., M.Si., Secretary of the Fikom Untar Program, who emphasized that the theme was chosen to help the younger generation understand the influence of brand experience in shaping one\u2019s character.<\/span><\/p>\n

\u201cThrough SMKIM 2026, we hope students can understand the role of brand experience in shaping identity and consumption behavior, and be able to apply this understanding in communication practices within the industry,\u201d she stated.<\/span><\/p><\/blockquote>\n

\"\"<\/p>\n

The session focused on various aspects that shape the lifestyle of the young generation in the era of brand experience, including how individual identity is formed through interactions with brands, changes in consumption patterns amid digital media development, and the role of communication in creating relevant and impactful brand experiences. Participants were also encouraged to understand how brand communication strategies can build emotional connections with audiences and influence perceptions and consumption decisions.<\/span><\/p>\n

In addition to presentations, the event also featured interactive discussion sessions between students and speakers. These sessions provided opportunities for participants to ask questions, share perspectives, and discuss phenomena they encounter in daily life. Such interactions were expected to enrich participants\u2019 understanding and foster more critical and practical thinking about the topics discussed.<\/span><\/p>\n

Overall, SMKIM 2026 is expected to become a comprehensive learning platform for students to grasp the dynamics of the communication and marketing industry. Through the series of sessions, participants are encouraged to broaden their horizons, enhance critical thinking, and gain the ability to apply their knowledge into real-world professional practice. (AK)<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Jakarta, April 28, 2026 \u2013 The Faculty of Communication Science at Universitas Tarumanagara (Fikom Untar) officially held SMKIM 2026 with the theme \u201cCollaboration of Knowledge, Practice, and Real Action Towards SGDs\u201d. This program is expected to serve as a comprehensive learning platform for students to understand the dynamics of the ever-evolving communication and marketing industry. […]<\/p>\n","protected":false},"author":10,"featured_media":3136,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[19],"tags":[],"class_list":["post-3141","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-berita-en"],"_links":{"self":[{"href":"https:\/\/fikom.untar.ac.id\/en\/wp-json\/wp\/v2\/posts\/3141","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/fikom.untar.ac.id\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/fikom.untar.ac.id\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/fikom.untar.ac.id\/en\/wp-json\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/fikom.untar.ac.id\/en\/wp-json\/wp\/v2\/comments?post=3141"}],"version-history":[{"count":1,"href":"https:\/\/fikom.untar.ac.id\/en\/wp-json\/wp\/v2\/posts\/3141\/revisions"}],"predecessor-version":[{"id":3146,"href":"https:\/\/fikom.untar.ac.id\/en\/wp-json\/wp\/v2\/posts\/3141\/revisions\/3146"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/fikom.untar.ac.id\/en\/wp-json\/wp\/v2\/media\/3136"}],"wp:attachment":[{"href":"https:\/\/fikom.untar.ac.id\/en\/wp-json\/wp\/v2\/media?parent=3141"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/fikom.untar.ac.id\/en\/wp-json\/wp\/v2\/categories?post=3141"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/fikom.untar.ac.id\/en\/wp-json\/wp\/v2\/tags?post=3141"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}