REPRESENTASI MAKNA KEMUDAHAN MOBILITAS DIGITAL DALAM IKLAN STORYTELLING GOJEK DI YOUTUBE (Analisis Semiotika Charles Sanders Peirce)

MADANI, OLIVIA PUTRI (2026) REPRESENTASI MAKNA KEMUDAHAN MOBILITAS DIGITAL DALAM IKLAN STORYTELLING GOJEK DI YOUTUBE (Analisis Semiotika Charles Sanders Peirce). S1 thesis, Universitas Mercu Buana Jakarta.

[img]
Preview
 Text (HAL COVER)
COVER.pdf
Download (374kB) | Preview
[img] Text (BAB I)
02 Bab 1.pdf
Restricted to Registered users only
Download (331kB)
[img] Text (BAB II)
03 Bab 2.pdf
Restricted to Registered users only
Download (150kB)
[img] Text (BAB III)
04 Bab 3.pdf
Restricted to Registered users only
Download (332kB)
[img] Text (BAB IV)
05 Bab 4.pdf
Restricted to Registered users only
Download (628kB)
[img] Text (BAB V)
06 Bab 5.pdf
Restricted to Registered users only
Download (146kB)
[img] Text (DAFTAR PUSTAKA)
07 Daftar Pustaka.pdf
Restricted to Registered users only
Download (102kB)
[img] Text (LAMPIRAN)
08 Lampiran.pdf
Restricted to Registered users only
Download (682kB)

Abstract

The development of algorithm-based digital media has driven changes in advertising strategies, particularly in delivering advertising messages for digital transportation services. Advertising functions not only as a promotional medium but also as a means of constructing meaning and specific representations in the minds of audiences. This research aims to analyze the representation of digital mobility as a transportation solution in Gojek's storytelling advertisements broadcast through YouTube. This study employs a qualitative approach using Charles Sanders Peirce's semiotic analysis method to examine sign relations in the form of icons, indices, and symbols contained within the advertisements. The research object consists of Gojek's storytelling advertisements observed through documentation study without involving interviews. The research findings indicate that Gojek's storytelling advertisements represent digital mobility as a transportation solution through the depiction of mobility problems as indices, visualization of Gojek services as icons, and the construction of symbolic meanings about practical and efficient digital lifestyles. The use of storytelling and YouTube as an algorithm-based platform strengthens the delivery of advertising messages to remain relevant to audience behavior. Thus, Gojek advertisements not only convey service information but also construct the meaning of digital mobility as a transportation solution in modern society. Keywords: storytelling advertising, digital mobility, semiotics, Charles Sanders Peirce, YouTube. Perkembangan media digital berbasis algoritma mendorong perubahan strategi periklanan, khususnya dalam penyampaian pesan iklan layanan transportasi digital. Iklan tidak hanya berfungsi sebagai media promosi, tetapi juga sebagai sarana pembentukan makna dan representasi tertentu di benak audiens. Penelitian ini bertujuan untuk menganalisis representasi makna mobilitas digital sebagai solusi transportasi dalam iklan storytelling Gojek yang ditayangkan melalui media YouTube. Penelitian ini menggunakan pendekatan kualitatif dengan metode analisis semiotika Charles Sanders Peirce untuk mengkaji relasi tanda berupa ikon, indeks, dan simbol yang terdapat dalam iklan. Objek penelitian berupa iklan storytelling Gojek yang diamati melalui studi dokumentasi tanpa melibatkan wawancara. Hasil penelitian menunjukkan bahwa iklan storytelling Gojek merepresentasikan mobilitas digital sebagai solusi transportasi melalui penggambaran permasalahan mobilitas sebagai indeks, visualisasi layanan Gojek sebagai ikon, serta pembentukan makna simbolik tentang gaya hidup digital yang praktis dan efisien. Penggunaan storytelling dan media YouTube sebagai platform berbasis algoritma memperkuat penyampaian pesan iklan agar relevan dengan perilaku audiens. Dengan demikian, iklan Gojek tidak hanya menyampaikan informasi layanan, tetapi juga membangun makna mobilitas digital sebagai solusi transportasi dalam kehidupan masyarakat modern. "Hasil penelitian menunjukkan: (1) Indeks bekerja melalui visualisasi keterbatasan finansial (dompet kosong, saldo minim), (2) Ikon hadir melalui ekspresi tokoh dan interface aplikasi, (3) Simbol mobilitas digital dikonstruksi melalui warna hijau Gojek dan narasi 'hemat'. Kata kunci: Iklan storytelling, mobilitas digital, semiotika, Charles Sanders Peirce, YouTube

Item Type: Thesis (S1)
NIM/NIDN Creators: 44322010092
Uncontrolled Keywords: Iklan storytelling, mobilitas digital, semiotika, Charles Sanders Peirce, YouTube
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social
400 Language/Bahasa > 400. Language/Bahasa > 401 Philosopy and Theory/Filsafat dan Teori Bahasa > 401.4 Language and Communication, Lexicology/Bahasa dan Komunikasi, Leksikologi > 401.41 Semiotics/Semiotik
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: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: khalimah
Date Deposited: 10 Apr 2026 01:16
Last Modified: 10 Apr 2026 01:16
URI: http://repository.mercubuana.ac.id/id/eprint/101939

Actions (login required)

View Item View Item
UMB Repository is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.