Mila Firamonita, - (2023) REPRESENTASI BRAND BENEFIT PYRAMID DALAM VIDEO IKLAN BEAUTIFUL KOREAN 4 SEASONS MELALUI ANALISIS SEMIOTIKA. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Penelitian ini bertujuan untuk mendeskripsikan analisis semiotika dalam video iklan wisata Korea berjudul ‘Beautiful Korean 4 Seasons’ yang diunggah pada kanal Youtube Yoohoo TV dan Juga untuk mendeskripsikan dan menemukan bentuk representasi brand benefit pyramid yang ada dalam merek destinasi (destination branding). Pada penelitian ini menggunakan kajian semiotika dari Roland Barthes melalui signifikansi pemaknaan tanda berupa analisis makna denotasi, makna konotasi, dan mitos, serta merepresentasikan dalam merek destinasi menggunakan pendekatan piramida strategi merek dari Morgan & Pritchard. Metode yang digunakan pada penelitian ini yaitu metode deskriptif kualitatif dengan menganalisis data visual dan verbal dari 13 adegan terpilih yang di dalamnya terdapat 35 shot atau gambar. Dari hasil penelitian, ditemukan bahwa analisis mitos beradasarkan makan denotasi dan makna konotasi menunjukkan adanya gambar yang merepresentasikan merek destinasi berupa attributes berjumlah terbanyak yaitu 13 gambar; rational benefit 4 gambar, emotional benefit 11 gambar, brand values (personality) 4 gambar, dan brand essence 5 gambar. Penelitian ini mengungkap bahwa merek destinasi Korea menawarkan banyak attribute atau fitur wisata di setiap musimnya sebagai daya tarik yang dapat mempengaruhi keputusan berkunjung wisatawan. Sesuai dengan nation branding Korea yaitu ‘Imagine your Korea’ yang bermakna bahwa Korea Selatan akan mewujudkan apa yang wisatawan pikirkan dan bayangkan ketika berkunjung pada musim-musim yang ada di negara tersebut. This study aims to describe the semiotic analysis in the Korean tourism advertisement video entitled ‘Beautiful Korean 4 Seasons’ on YooHoo TV’s Youtube channel and also to describe and find a form the representation of the brand benefit pyramid of approach the destination branding. This study used a semiotics from Roland Barthes through the significance of sign meaning in the form of an analysis of denotative meanings, connotative meanings, and myths, as well as the representation in destination branding using the brand strategy pyramid approach from Morgan & Pritchard. A qualitative descriptive method by analyze visual and verbal data from 13 selected scenes, containily 35 shots or images. The results of the study showed that the analysis of myths based on denotation and connotative meanings showed that there were images representing destination branding in the form of the highest number of attributes, that is 13 images; rational benefit 4 images, emotional benefit 11 images, brand values (personality) 4 images, and brand essence 5 images. This study reveals that Korean destination branding offers many tourist attributes or features in each season as an attraction that can influence tourists' visiting decisions. In accordance with Korea's national branding, namely 'Imagine your Korea' means that South Korea will embody what tourists think and imagine when visiting the seasons in that country.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | ID SINTA Dosen Pembimbing: Didin Samsudin : 6102061 Asma Azizah : 6705531 |
| Uncontrolled Keywords: | merek destinasi, piramida manfaat merek, representasi, semiotika |
| Subjects: | L Education > L Education (General) P Language and Literature > P Philology. Linguistics |
| Divisions: | Fakultas Pendidikan Bahasa dan Sastra > Jurusan Pendidikan Bahasa Korea |
| Depositing User: | Mila Firamonita |
| Date Deposited: | 30 Jan 2023 06:22 |
| Last Modified: | 30 Jan 2023 06:22 |
| URI: | http://repository.upi.edu/id/eprint/87676 |
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