Brand Communication

Representasi Pesan Moral Dalam Film ”Pertaruhan” (Semiotika Charles Sanders Peirce)

Muhamad Fahreyza, Yulianti Fajar Wulandari, Ali Imron — Tue, 22 Jul 2025 00:00:00 +0700

Film is a form of art and media that enjoys a high level of popularity and serves as a means of entertainment, education, and information. Through films, audiences not only seek enjoyment but also gain new insights and knowledge. Although many people watch films primarily for leisure, each storyline often contains profound meanings and moral messages that can be taken as life lessons. One such film that conveys these values is Pertaruhan, which is the subject of this research. The purpose of this study is to explore the representation of moral messages in the film Pertaruhan using Charles Sanders Peirce’s semiotic theory, which includes three main components: sign, object, and interpretant. This research employs a descriptive qualitative method, with data collected through observation and documentation of the film. The results of the study indicate that there are eight scenes that explicitly represent moral messages, ultimately providing a deeper understanding of the life values conveyed through the film.

Mengkaji Konten Produk Skincare di Tiktok Dalam Fenomena Doomspending Gen Z

Novita Tetelepta, Yulianti Fajar Wulandari, Ali Imron Hamid — Sun, 05 Oct 2025 00:00:00 +0700

TikTok merupakan platform interaktif dan mudah dijangkau, berperan dalam pilihan pembelian produk skincare. Ini juga memenuhi keperluan fisiologis, sosial, ego, dan aktualisasi diri generasi Z. Namun, pengeluaran impulsif yang berlebihan, yang disebut doomspending, dipengaruhi oleh konten yang sedang tren dan tekanan dari lingkungan sosial. Penelitian ini bertujuan untuk menganilisis konten produk skincare dalam fenomena doomspending di kalangan Gen Z. Ini terutama berhubungan dengan fenomena yang dikenal sebagai doomspending, yaitu kebiasaan mengeluarkan uang secara berlebihan untuk mengatasi rasa cemas tentang masa depan serta belanja karena konten produk skincare yang lagi viral/tren. Metode penelitian yang digunakan adalah metode kualitatif meliputi wawancara semi terstruktur yang mendalam dan observasi non-partisipan pada konten produk skincare di TikTok. Informan dalam penelitian ini dari generasi Z yang sering menggunakan TikTok untuk mendapatkan informasi dan inspirasi terkait produk skincare. Teori yang diterapkan termasuk Hierarki Kebutuhan Maslow dan teori New Media oleh Pierre Lévy, yang menguraikan peran kebutuhan psikologis serta sifat media baru terhadap perilaku konsumen. Hasil penelitian menunjukan pentingnya bagi konsumen untuk memiliki kesadaran dan bagi pembuat konten untuk bertanggung jawab dalam menyajikan materi edukasi yang adil. Studi ini membantu kita memahami bagaimana konsumen berperilaku di era digital, terutama dalam bidang Ilmu Komunikasi dan pemasaran melalui media sosial.

Representasi Diskriminasi Standar Kecantikan Dalam Drama Korea True Beauty

Amanda Oktaviani, Yulianti Fajar Wulandari, Ali Imron Hamid — Mon, 14 Jul 2025 00:00:00 +0700

In this era, beauty has become a major issue, especially among women who are often required to meet certain standards. This phenomenon, which is often depicted in Korean dramas, can lead to discrimination against women who do not conform to the ideal image. This study aims to analyze the representation of discrimination based on beauty standards in the Korean drama True Beauty, which explicitly shows different treatment based on physical appearance. Using a descriptive qualitative method, data was collected through observation and documentation of seven scenes depicting discriminatory behavior. The analysis was conducted using John Fiske’s semiotic approach, which examines meaning at the levels of reality, representation, and ideology. The results of the study show that discrimination is represented through eight aspects of social rejection at the level of reality. At the representation level, production techniques amplify the emotional impact. At the ideology level, the drama reflects the perspective of lookism, where beauty determines an individual’s social value. This research is supported by Jon Gunnar Bernburg’s Labeling Theory, which explains how individuals labeled with social labels experience discrimination.

Konten Edukatif di Instagram

Diva Febriansis, Yulianti Fajar Wulandari, Ali Imron Hamid — Mon, 21 Jul 2025 00:00:00 +0700

Social media today serves not only as a means of communication and entertainment, but has also become a space for people to obtain information and knowledge. Instagram, as one of the most popular visual platforms, has given rise to the phenomenon of influencers who play a significant role in shaping public opinion. One prominent figure is Tasya Farasya, a beauty influencer known for her "Tasya Farasya Approved" content on her Instagram account. This study aims to analyze the extent to which the content produced contains educational value for the public. The study used a qualitative approach with a content analysis method on a number of posts over a certain period. The results show that Tasya Farasya's content is not only product promotion but also includes elements of public education in the form of explanations of ingredients, functions, how to use, and ethical considerations in choosing products. Analysis using the Two-Step Flow of Communication and Social Learning theories shows that Tasya Farasya acts as an opinion leader who not only conveys information from manufacturers but also interprets it in language that is easily understood by the public, resulting in a two-step communication flow that strengthens public understanding. This study concludes that the role of influencers can go beyond commercial functions to become an educational tool, particularly in the field of beauty literacy.

Strategi Komunikasi Pemasaran Digital Dalam Membangun Brand Awareness Brodo Melalui Akun Instagram

Wed, 16 Jul 2025 00:00:00 +0700

Penelitian ini bertujuan untuk mengetahui dan menganalisis strategi komunikasi pemasaran digital yang dilakukan oleh Brodo dalam upaya membangun brand awareness brand Brodo melalui akun Instagram. Demi meningkatkan penjualan komunikasi pemasaran yang dilakukan perusahaan sangatlah penting dan harus dilakukan sesuai dengan strategi yang tepat. Metode penelitian yang digunakan adalah pendekatan kualitatif dengan teknik wawancara mendalam kepada pihak manajemen dan konsumen Brodo dan dokumentasi. Hasil penelitian menunjukkan bahwa Strategi Komunikasi Pemasaran Digital Dalam Membangun Brand awareness Brodo Melalui Akun Instagram, maka didapatkan kesimpulan bahwa strategi komunikasi pemasaran digital Brodo melalui Instagram terbukti efektif dalam meningkatkan brand awareness dengan mengedepankan identitas brand yang kuat, visual yang konsisten, serta pendekatan interaktif melalui konten edukatif, storytelling, dan kolaborasi dengan KOL. Brodo juga menghadapi beberapa hambatan, seperti perubahan algoritma Instagram yang memengaruhi jangkauan konten, keterbatasan sumber daya dalam menghasilkan konten secara konsisten, serta persaingan dengan brand lokal lainnya yang semakin aktif di media sosial. Penelitian ini menegaskan bahwa strategi komunikasi pemasaran digital yang tepat di Instagram dapat secara efektif meningkatkan brand awareness dan mendorong keputusan pembelian.