Jevanova, Renardo (2022) REPRESENTASI ISTIMEWA DALAM PROMOSI MOBIL BEKAS FREUNDWAGEN DI INSTAGRAM @FREUNDWAGEN (ANALISIS SEMIOTIKA CHARLES SANDERS PEIRCE). S1 thesis, Universitas Mercu Buana - Menteng.
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Abstract
The high number of Instagram users in Indonesia, make Instagram can be used as a promotion media . Currently there is a used car dealer which actively promotes its used cars on Instagram, such as Freundwagen. Freundwagen is a used car dealer ran in niche market category, which sell classic, luxurious and unique used cars. The purpose of this study was to find mean of ‘istimewa berkelas’ (mean in English : special- classy) on three Freundwagen Instagram used cars promotion posts and to find out how steps Freundwagen constructed its promotional messages symbols on Instagram posts of three different types of used cars on Freundwagen’s Instagram account (@freundwagen). The used research theories are marketing communication, social media marketing, instagram, copywriting, photography, color, representation, semiotic, semiotic of Charles Sanders Peirce. The type of research is qualitative with constructivism paradigm and Charles Sanders Peirce's semiotic research method. The result founded mean of ‘istimewa berkelas’ (mean in English : special-classy) on the pictures and caption sentences of three different type Freundwagen’s used cars which have been sold. Freundwagen constructed its promotional message symbols on Instagram posts by pictures of used cars and caption sentences which contain related used car stories and used car specifications. Keyword : semiotic of charles sanders peirce, freundwagen, used car promotion, social media marketing, instagram, Tingginya angka pengguna sosial media Instagram di Indonesia dapat dimanfaatkan untuk kepentingan pemasaran barang ataupun jasa. Saat ini ada ada penjual mobil bekas aktif mempromosikan mobil jualannya di Instagram, yaitu Freundwagen. Freundwagen merupakan penjual mobil bekas yang berada di segmen niche market, yang menjual mobil bekas klasik ,mewah dan juga unik Tujuan penelitian ini adalah untuk menemukan makna ‘istimewa berkelas’ dalam pesan promosi tiga jenis mobil bekas bekas milik Freundwagen yang diunggah di akun Instagramnya (@freundwagen) serta mengetahui langkah Freundwagen dalam mengkonstruksi pesan promosi tiga jenis mobil bekas berbeda melalui simbol-simbol pada unggahan di akun Instagramnya (@freundwagen). Teori penelitian yang digunakan adalah komunikasi pemasaran , pemasaran media sosial, instagram , copywriting, fotografi, warna, representasi, semiotik, semiotik Charles Sanders Peirce. Penelitian ini menggunakan pendekatan kualitatif dengan paradigma kontruktivisme dan metode semiotika Charles Sanders Peirce. Hasil penelitian ini, ditemukan makan ‘istimewa berkelas’ pada gambar dan kalimat caption tiga ungghan promosi mobil bekas Freundwagen di Instagram terkait tiga jenis mobil bekas yang telah laku terjual. Serta peneliti menemukan langkah Freundwagen dalam mengkonstruksi simbol-simbol pada pesan promosi mobil bekas di Instagram, yaitu berupa gambar mobil bekas dan serta kalimat caption yang berisi kisah hingga spesifikasi mobil bekas yang dijualnya. Kata kunci : semiotika charles sanders peirce, freundwagen, promosi mobil bekas, pemasaran media sosial, instagram.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44318110065 |
| Uncontrolled Keywords: | semiotic of charles sanders peirce, freundwagen, used car promotion, social media marketing, instagram. semiotika charles sanders peirce, freundwagen, promosi mobil bekas, pemasaran media sosial, instagram. |
| Subjects: | 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | RIA SYAFITRI |
| Date Deposited: | 02 Sep 2022 04:46 |
| Last Modified: | 02 Sep 2022 04:46 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/68787 |
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