MARKETING COMMUNICATION USED BY YOUNG ENTREPRENEURS  IN THE EASTERN PART OF INDONESIA: THE USE OF SEMIOTIC  ANALYSIS

Darmianti Razak; Andi Miftahul Maulidil Mursyid; Fitriani Hakim

Darmianti Razak Institut Agama Islam Negeri Parepare
Andi Miftahul Maulidil Mursyid Institut Agama Islam Negeri Fattahatul Muluk
Fitriani Hakim Institut Agama Islam Negeri Parepare

Abstract

This research illustrates how the discipline of semiotics can be utilized to investigate the hidden meanings that lie beneath marketing communication. The study of symbols and the underlying meanings that are connected to them is referred to as semiotics. Symbols can be in the form of written words or visual representations, and the study of semiotics focuses on both types of symbols. For this reason, and due to the fact that digital marketing makes extensive use of symbols and other promotion attributes in order to influence both brand awareness and brand image, semiotics is a very effective and efficient tool for interpreting digital marketing. This study will investigate the ways in which language and/or symbol influence consumer behavior with the end goal of determining how those factors contribute to the success of entrepreneurial endeavors. The study will investigate the ways in which language and/or symbol influence consumer behavior. In addition, the purpose of this study is to determine how young businesspeople in the eastern part of Indonesia can use semiotics as a tool to deliver marketing communication efforts to the audience that they have in mind. Not only that, but also this study will fill the gap of knowledge regarding the use of digital marketing and how it influences consumer particularly in the eastern part of Indonesia

References

Anwar, M. N. and Daniel, E. 2016. Entrepreneurial marketing in online businesses: The case of ethnic minority entrepreneurs in the UK. Qualitative Market Research, 19(3), 310–338.

Chigunta, F., Schnurr, J., James-Wilson, D., and Torres, V. 2005. Being “real” about youth entrepreneurship in Eastern and Southern Africa: Implications for adults, institutions and sector structures. Series on Youth and Entrepreneurship. [On line].
From:https://www.ilo.org/youthmakingithappen/Resources/01.html%5Cnpapers2:/
/publication/uuid/20AEBBDF-84C4-4B30-9049-4117B2DCB954.

Fine report November 13, 2020. [diakses tanggal 10 Januari 2023] https://www.finereport.com/en/data-visualization/visualisasi data.html#:~:text=Penelitian%20menunjukkan%20bahwa%20orang%20menging at%2080%25%20dari%20apa,dapat%20membantu%20kita%20dalam%20mengi ngat%20dan%20mencerna%20informasi.

Hatam, et al. Sara Hatem Jadou, Iman M. M. Muwafaq Al Ghabra, Barthes’ Semiotic Theory and Interpretation of Signs, July-September 2021 Vol 11, Issue 3; 470-
482 DOI: http://doi.org/10.37648/ijrssh.v11i03.027.

Isfandiyary, F. H. (2017). The Aspects of Semiotics Using Barthes’ Theory on A Series of Unfortunate Events Movie Poster. Unpublished Bachelor Thesis, Diponegoro University, Faculty of Humanities, Indonesia.

Janonis, V., Dovalienė, A., & Virvilaitė, R. (2007). Relationship of brand identity and image. Engineering economics, 51(1).

K. Bühler, Theory of Language: The Representational Function of Language, John Benjamins Publishing, Philadelphia, 1990, 136-244.

Lestari, S. P. (2016). Hubungan Komunikasi Pemasaran dan Promosi dengan Keputusan Memilih Jasa Layanan Kesehatan (Studi pada Rumah Sakit Islam Lumajang). Majalah Ilmiah Inspiratif, 2(2).