PRIMANANDA, PUAN (2026) MAKNA STORYTELLING MARAH-MARAH DALAM IKLAN TOKOPEDIA #KASIH TENANG BELANJAMU! (Analisis Semiotika Charles Sanders Peirce). S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Emosi marah yang umumnya dipersepsikan negatif mulai dimanfaatkan dalam komunikasi pemasaran sebagai strategi storytelling untuk merepresentasikan pengalaman konsumen. Hal ini terlihat dalam iklan Tokopedia #KasihTenang Belanjamu! yang menggunakan gaya satir dan hiperbolis dalam menampilkan kemarahan tokoh utama, berbeda dari kampanye Tokopedia sebelumnya yang cenderung inspiratif. Iklan ini tidak hanya berfungsi sebagai media promosi, tetapi juga membangun makna sosial melalui tanda-tanda visual dan naratif. Tujuan penelitian ini adalah untuk menganalisis dan menjelaskan makna storytelling marah-marah dalam iklan Tokopedia #KasihTenang Belanjamu! melalui pendekatan semiotika Charles Sanders Peirce. Penelitian ini menggunakan pendekatan kualitatif dengan paradigma konstruktivis dan metode analisis semiotika Charles Sanders Peirce. Objek penelitian adalah iklan Tokopedia #KasihTenang Belanjamu! yang dianalisis melalui tanda-tanda visual dan naratif pada adegan marah-marah untuk menafsirkan makna representamen, objek, dan interpretant. Data dikumpulkan melalui observasi dan dokumentasi sebagai data primer serta studi literatur sebagai data sekunder. Penelitian ini menunjukkan bahwa storytelling marah-marah dalam iklan Tokopedia #KasihTenangBelanjamu! tidak hanya merepresentasikan kekesalan konsumen dalam pengalaman berbelanja daring, tetapi juga membangun makna sosial yang lebih luas melalui konstruksi tokoh Bu Mara. Melalui rangkaian tanda visual dan naratif yang hiperbolis, iklan ini mereproduksi stereotip ibu rumah tangga sebagai figur perempuan yang emosional, mudah marah, dan memiliki keterbatasan kesabaran. Anger, which is generally perceived as a negative emotion, has increasingly been utilized in marketing communication as a storytelling strategy to represent consumer experiences. This phenomenon can be observed in Tokopedia’s advertisement #KasihTenang Belanjamu!, which employs satirical and hyperbolic styles in portraying the anger of its main character, marking a departure from Tokopedia’s previous campaigns that tended to emphasize inspirational narratives. This advertisement functions not only as a promotional medium but also as a site for constructing social meaning through visual and narrative signs. This study aims to analyze and explain the meaning of anger-based storytelling in Tokopedia’s #KasihTenang Belanjamu! advertisement using Charles Sanders Peirce’s semiotic approach. The research adopts a qualitative approach within a constructivist paradigm and applies Peirce’s semiotic analysis method. The object of this study is the #KasihTenang Belanjamu! advertisement, which is examined through its visual and narrative signs in scenes depicting anger to interpret the representamen, object, and interpretant. Data were collected through observation and documentation as primary data, as well as literature review as secondary data. The findings indicate that anger-based storytelling in Tokopedia’s #KasihTenang Belanjamu! advertisement not only represents consumer frustration in online shopping experiences but also constructs broader social meanings through the characterization of Bu Mara. Through a series of hyperbolic visual and narrative signs, the advertisement reproduces stereotypes of housewives as emotional female figures who are easily angered and possess limited patience.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44322010023 |
| Uncontrolled Keywords: | Semiotika, Iklan, Storytelling, Hiperbola, Tokopedia Semiotics, Advertising, Storytelling, Hyperbole, Tokopedia |
| 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: | ARDIFTA DWI AFRIANI |
| Date Deposited: | 20 Feb 2026 07:56 |
| Last Modified: | 20 Feb 2026 07:56 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/101061 |
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