i MAKNA LIBURAN SMART PADA IKLAN TRAVELOKA VERSI “TIPS SMART NGINEP DI HOTEL ALA MAS BELLBOY” DI YOUTUBE. (Studi Semiotika Ferdinand De Saussure)

Travelin, Feriana Edwa (2022) i MAKNA LIBURAN SMART PADA IKLAN TRAVELOKA VERSI “TIPS SMART NGINEP DI HOTEL ALA MAS BELLBOY” DI YOUTUBE. (Studi Semiotika Ferdinand De Saussure). S1 thesis, Universitas Mercu Buana - Menteng.

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Abstract

Demi meningkatkan minat masyarakat untuk berpergian pada era pandemi, Traveloka mengeluarkan iklan “Tips Smart Nginep di Hotel Ala Mas Bellboy” di Youtube. Peneliti ingin mengetahui lebih dalam apa sebenarnya makna dari Liburan Smart pada Iklan. Untuk mengkaji makna Liburan Smart pada iklan, peneliti menggunakan kajian teoritis Iklan,pesan, tanda dan makna, Komunikasi Verbal dan Non Verbal, Teori Warna, Media Baru dan Semiotika. Dimana terori tersebut merupakan acuan dalam memaknai liburan smart pasa iklan. Pada penelitian ini, menggunakan metode semiotika model Ferdinand De Saussure yang menggambarkan tanda menjadi penanda (signifier) dan petanda (signified) . Teknik pengumpulan data berupa observasi, studi kepustakaan dan dokumentasi. Penelitian ini menemukan bahwa makna liburan smart adalah kemudahan mencari informasi, Proses check in dengan Online Check in, Penerapan protokol kesehatan dengan clean accomodation dan Fleksibilitas sistem pembayaran dengan pay upon check in dan bagaimana melakukan kegiatan berpergian pada era pandemi juga berdampak pada ekonomi Pariwisata. Kata Kunci : Liburan smart, iklan, semiotika Ferdinand De Sassure, tanda,makna. In order to increase people's interest in traveling during the pandemic era, Traveloka issued an ad "Tips Smart Sleeping at the Hotel Ala Mas Bellboy" on Youtube. Researchers want to know more about what the meaning of Smart Holidays in Advertising really is. In order to analyze the meaning of Smart Holidays in advertising, the researcher uses theoretical studies of advertising, messages, signs and meanings, Verbal and Non-Verbal Communication, Color Theory, New Media and Semiotics. Where the theory is a reference in interpreting smart holidays in advertising. This study employed the semiotic method of Ferdinand De Saussure's model which describes the sign as a signifier and a signified. Data collection techniques in the form of observation, literature study and documentation. This research shows that the meanings of smart holidays are regarding the ease of finding information, the check-in process with Online Check-in, the application of health protocols with clean accommodation and the flexibility of the payment system with pay-upon-check-in and how to carry out travel activities in the pandemic era also has an impact on the tourism economy.

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