VISUALISASI ELEMEN PEMBENTUK CONSUMER BRANDSCAPE MELALUI OPOSISI BINER SEMIOTIKA PEMASARAN XING FU TANG (幸福堂) DAN XI BO BA (喜悦)

Penulis

  • Beryl Gandakusumah Universitas Bunda Mulia
  • Rustono Farady Marta Universitas Bunda Mulia

DOI:

https://doi.org/10.31598/bahasarupa.v4i2.808

Kata Kunci:

consumer brandscape, elemen visual, merek, oposisi biner, semiotika pemasaran

Abstrak

Penggunaan elemen visual yang berbasis pada warna, tekstur dan bentuk dalam semiotika dikenal dengan istilah tanda atau simbol. Kekuatan penggunaan elemen-elemen tersebut didorong oleh consumer brandscape yang terdiri dari beberapa unsur. Penerapan strategi kreatif oleh kedua merek tersebut merupakan upaya yang dilakukan oleh XING FU TANG (幸 福 堂) dan XI BO BA (喜悦) dalam mempromosikan dan menanamkan ideologi mereknya kepada konsumen. Riset ini bersifat komparatif yang ditempuh melalui Strategi Oposisi Biner dalam Metode Semiotika Pemasaran Oswald, agar mampu menelusuri kedua merek dalam perspektif consumer brandscape dengan pendekatan kualitatif. Hasil penelitian yang diperoleh menunjukkan bahwa XING FU TANG (幸福堂) menggunakan elemen bernuansa oriental klasik, sementara XI BO BA (喜悦) mendefinisikan mereknya untuk menyasar kalangan moderen dan kekinian. Aplikasi semiotika pemasaran yang dilakukan oleh kedua merek melalui unsur-unsur visual dan merupakan wujud dari consumer brandscape yang terdiri dari paduan antara ranah budaya, emosional dan mengerucut pada sebuah tanda.

Unduhan

Data unduhan belum tersedia.

Biografi Penulis

Rustono Farady Marta, Universitas Bunda Mulia

Dr. Rustono Farady Marta, S.Sos., M.Med.Kom. (???) or who is familiarly called "Frad" obtained a Bachelor of Communication Science from the University of 17 August 1945 Surabaya, then continued his study of Masters in Media and Communication at Airlangga University. Frad's specialization is in identity studies, communication psychology, cross-cultural studies, and communication media, daily teaching at the Bunda Mulia University Master of Communication Studies Program and the Postgraduate Program at the Faculty of Psychology, Atma Jaya Catholic University of Indonesia, entrusted with the responsibility of managing Bricolage: Jurnal Magister Ilmu Communication (https://journal.ubm.ac.id/index.php/bricolage/index/) as well as ASPIRATION Journal by ASPIKOM Jabodetabek Region (https://aspiration.id/index.php/asp). The research track record can be viewed via SINTA ID: 259075, Scopus Author ID: 57211404689, ORCiD (BASE & CrossRef): http://orcid.org/0000-0002-2282-4081, Web of Science (WoS) Researcher ID: X -1554-2019, Google Scholar: https://scholar.google.co.id/citations?hl=en&user=FhIdteAAAAAJ.

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Diterbitkan

2021-04-21

Terbitan

Vol 4 No 2 (2021): Jurnal Bahasa Rupa April 2021

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Articles

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Hak Cipta (c) 2021 Beryl Gandakusumah, Rustono Farady Marta

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