Representasi Konsumen Online Shop pada Kelas Ekonomi Menengah di Indonesia
Analisis Semiotika Roland Bartes pada Iklan Shopee 2.2 COD | Sale Bisa Bayar Di Tempat, Pasti Gratis Ongkir Se-Indonesia!
Abstract
Abstract. Advertising is a form of communication that aims to offer a product or service to the public using certain media. In this modern era, advertising has various ways, forms and media that are adjusted based on certain segments according to the purpose of the advertisement itself. One of the advertisements that was crowded in various media was Shopee COD the Tukul Arwana version, in the advertisement it was seen that Tukul Arwana and several people danced while singing the Shopee COD ad song with a rural background. As a large company, Shopee certainly doesn't play around with the ads they display, the message conveyed must be clear so that it can be digested by the audience. This research will reveal how Shopee tries to approach people from the middle social class to be able to become Shopee users through the advertisements they display. In this research, researcher uses Roland Barthes's semiotic method by examining connotative, denotative and mythical meanings that contained in the Shopee 2.2 COD Sale | Bisa Bayar di Tempat, Gratis Ongkir Se-Indonesia! advertisement. This study also uses data analysis techniques by categorizing data, presenting data and drawing conclusions with the stages of data analysis in the form of selection, classification, analysis, interpretation and conclusion. Researchers also use triangulation techniques in testing the validity of research data.
Abstrak. Iklan merupakan sebuah bentuk komunikasi yang bertujuan untuk menawarkan suatu produk atau jasa kepada masyarakat dengan menggunakan media-media tertentu. Di zaman modern ini, iklan memiliki beragam cara, rupa serta media yang disesuaikan berdasarkan segmentasi-segmentasi tertentu sesuai dengan tujuan dari iklan itu sendiri. Salah satu iklan yang sempat ramai di beragam media adalah iklan Shopee 2.2 COD Sale | Bisa Bayar di Tempat, Gratis Ongkir Se-Indonesia!, dalam iklan tersebut terlihat Tukul Arwana dan beberapa orang yang menari-nari sembari menyanyikan lagu iklan Shopee COD dengan berlatar pedesaan. Sebagai sebuah perusahaan besar, Shopee tentu tidak main-main dengan iklan yang mereka tampilkan, pesan yang disampaikan harus jelas agar dapat dicerna oleh audiensnya. Penelitian ini akan mengungkapkan bagaimana Shopee berusaha mendekati masyarakat dari kalangan kelas sosial menengah untuk dapat menjadi pengguna Shopee melalui iklan yang mereka tampilkan. Dalam penelitian ini, peneliti menggunakan metode semiotika Roland Barthes dengan mengkaji makna-makna konotatif, denotatif dan mitos yang terkandung dalam iklan Shopee 2.2 COD Sale | Bisa Bayar di Tempat, Gratis Ongkir Se-Indonesia!. Penelitian ini juga menggunakan teknik analisis data dengan kategorisasi data, penyajian data dan penarikan kesimpulan dengan tahapan-tahapan analisa data berupa seleksi, klasifikasi, analisis, interpretasi dan kesimpulan. Peneliti juga menggunakan teknik triangulasi dalam menguji keabsahan data penelitian.
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