REPRESENTASI STRATEGI PERUSAHAAN RINTISAN SAMSAN TECH DALAM MEMBANGUN BRAND AWARENESS (Analisis Semiotika Roland Barthes terhadap Drama Korea Start-Up)

BELLA AMALIA, . (2025) REPRESENTASI STRATEGI PERUSAHAAN RINTISAN SAMSAN TECH DALAM MEMBANGUN BRAND AWARENESS (Analisis Semiotika Roland Barthes terhadap Drama Korea Start-Up). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Perkembangan teknologi digital telah mendorong pertumbuhan pesat perusahaan rintisan di Indonesia. Dalam persaingan yang semakin ketat, strategi brand awareness menjadi kunci untuk memperkuat identitas dan menarik perhatian publik maupun investor. Salah satu cara untuk memahami dan menginspirasi strategi ini adalah melalui analisis representasi dalam media populer seperti drama Korea, yang memiliki daya tarik dan pengaruh luas. Penelitian ini bertujuan menganalisis strategi brand awareness Samsan Tech dalam drama Start-Up menggunakan model AIDA (Attention, Interest, Desire, Action), serta mengkaji makna simboliknya melalui semiotika Roland Barthes. Penelitian ini menggunakan pendekatan kualitatif dengan metode analisis isi dan semiotika untuk menggali makna denotatif, konotatif, dan mitos. Data dikumpulkan melalui observasi dan dokumentasi adegan yang menampilkan strategi brand awareness, serta didukung oleh kajian literatur terkait model AIDA dan strategi komunikasi startup. Hasil penelitian menunjukkan bahwa Samsan Tech menerapkan model AIDA dengan menarik perhatian lewat kompetisi, membangun minat melalui presentasi produk, menciptakan keinginan lewat hubungan dengan public figure dan proyeksi bisnis, serta mendorong tindakan melalui kerja sama dengan investor besar. Analisis Barthes mengungkapkan makna simbolik seperti semangat kewirausahaan, kolaborasi tim, dan perjuangan menghadapi tantangan bisnis. Penelitian ini menunjukkan bahwa drama populer dapat merepresentasikan strategi bisnis yang inspiratif dan membentuk persepsi publik terhadap perusahaan rintisan. ***** The development of digital technology has driven the rapid growth of startups in Indonesia. In an increasingly fierce competition, brand awareness strategies are key to strengthening identity and attracting the attention of the public and investors. One way to understand and inspire this strategy is through the analysis of representations in popular media such as Korean dramas, which have broad appeal and influence. This study aims to analyze Samsan Tech's brand awareness strategy in Start-Up dramas using the AIDA (Attention, Interest, Desire, Action) model, as well as examine its symbolic meaning through Roland Barthes' semiotics. This research uses a qualitative approach with content analysis and semiotics methods to explore the meaning of denotative, connotative, and mythical. Data was collected through observation and scene documentation featuring brand awareness strategies, and supported by literature reviews related to AIDA models and startup communication strategies. The results show that Samsan Tech applies the AIDA model by attracting attention through competition, building interest through product presentations, creating desires through relationships with public figures and business projections, and encouraging action through cooperation with large investors. Barthes' analysis reveals symbolic meanings such as entrepreneurial spirit, team collaboration, and the struggle to face business challenges. This research shows that popular dramas can represent an inspiring business strategy and shape public perception of startups.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Anggun Nadia Fatimah, M.Si. ; 2). Menati Fajar Rizki, M.I.Kom.
Subjects:	Ilmu Sosial > Komunikasi
Divisions:	FIS > D IV Hubungan Masyarakat dan Komunikasi Digital
Depositing User:	Bella Amalia .
Date Deposited:	25 Jul 2025 02:15
Last Modified:	25 Jul 2025 02:15
URI:	http://repository.unj.ac.id/id/eprint/56737

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