ANALISIS KONSTRUKSI MAKNA PESAN SPONSORSHIP GRAB DI YOUTUBE MENDUKUNG ACARA ASIAN GAMES 2018

NURHAIDAH, CHRISTIN (2019) ANALISIS KONSTRUKSI MAKNA PESAN SPONSORSHIP GRAB DI YOUTUBE MENDUKUNG ACARA ASIAN GAMES 2018. S2 thesis, Universitas Mercu Buana.

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Abstract

Sponsorship is a mutually beneficial business between parties where sponsors benefit from being sponsored in exchange for measurable results against predetermined goals. Of the three basic sponsorship conditions, for this research sponsorship assets are sponsors who pay property and in return receive special rights and benefits, and utilize that is maximizing the return on their investment in the sponsor's property. The discussion of sponsorships in this research, Grab Indonesia on the 18th Asian Games program with a focus on research, discussed the construction of the meaning of Grab's sponsorship message to take advantage of it sponsorship role in the form of videos with online media, Youtube. The purpose of this study is to analyze the construction of the meaning of Grab Indonesia's sponsorship message implemented using online Youtube media. The method of this research is descriptive qualitative, analyzed using Charles Sanders Peirce's semiotic theory with triangles meaning sign relations between signs, objects and interpretants. The results obtained are: Construction of the meaning of the message on the sponsorship of the Grab is the indexical spirit of victory Grab supports the Indonesian state to have public transportation solutions that are near, everywhere, make it easy and safe for all the people of Indonesia. By format, Grab construction utilizes sponsorship communication investments made in the form of videos similar to advertisements. Online use makes the concept of placement and designing sponsorship messages to be random because they can be seen anywhere, anytime and everyone. Keywords: Sponsorship, Grab, 18th Asian Games, Construction of Message Meaning, video Sponsorship adalah bisnis yang saling menguntungkan hubungan antar pihak di mana sponsor memberikan manfaat untuk disponsori dalam pertukaran untuk hasil yang dapat diukur terhadap tujuan yang ditentukan sebelumnya. Dari tiga dasar syarat sponsorship, untuk penelitian ini adalah aset sponsorship yaitu sponsor membayar properti dan sebagai imbalannya menerima hak dan manfaat khusus, dan memanfaatkan yaitu memaksimalkan laba atas investasi mereka di properti sponsor. Pembahasan sponsorship pada penelitian ini yaitu Grab Indonesia terhadap acara Asian Games ke 18 dengan fokus penelitian membahas konstruksi makna pesan sponsorship Grab untuk memanfaatkan peran sponsorship nya dalam bentuk video dengan media online yaitu Youtube. Tujuan penelitian ini adalah menganalisa konstruksi makna pesan sponsorship Grab Indonesia yang diimplementasikan menggunakan media online Youtube. Metode penelitian ini adalah kualitatif deskriptif, dianalisis menggunakan teori semiotika Charles Sanders Peirce dengan segitiga makna relasi tanda yaitu tanda, objek dan interpretant. Hasil yang didapat yaitu Konstruksi makna pesan pada sponsorship Grab adalah indeksikal semangat kemenangan Grab mendukung negara Indonesia memiliki solusi transportasi umum yang dekat, berada dimana saja, memudahkan, dan aman untuk seluruh rakyat Indonesia. Secara format, konstruksi Grab memanfaatkan investasi komunikasi sponsorship yang dibuat dalam bentuk video mirip seperti iklan. Penggunaan online membuat konsep penempatan dan perancangan pesan sponsorship menjadi bersifat acak karena bisa dilihat dimana saja, kapan saja dan oleh siapa saja. Kata Kunci : Sponsorship, Grab, Asian Games ke 18, konstruksi makna pesan, video

Item Type: Thesis (S2)
Call Number CD: CD/552. 19 063
NIM/NIDN Creators: 55217110034
Uncontrolled Keywords: Sponsorship, Grab, Asian Games ke 18, konstruksi makna pesan, video
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 360 Social Problems and Services/Permasalahan dan Kesejahteraan Sosial
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
Divisions: Pascasarjana > Magister Ilmu Komunikasi
Depositing User: Dede Muksin Lubis
Date Deposited: 06 Jan 2022 11:17
Last Modified: 04 Apr 2022 03:47
URI: http://repository.mercubuana.ac.id/id/eprint/53730

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