WIDHIYASTI, VIRNIDIA (2025) KAKTUS SEBAGAI REPRESENTASI KEUNGGULAN PRODUK DALAM PEMASARAN MINUMAN ISOTONIK (Analisis Semiotika Pada Iklan Pocari Sweat Edisi Ramadan 2024). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYSA.
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Abstract
One of the steps in conducting sales promotion is through advertising. Advertising is a form of mass media that spreads quickly. Through advertising, a product can provide various types of information such as the advantages of its products. This is proven by the Pocari Sweat product. In the isotonic drink index brand, Pocari Sweat has managed to consistently excel in product sales. They are also known for using the “cactus” symbol in some of their advertisements. Therefore, this research aims to find out how the role of cactus in representing the superiority of Pocari Sweat products through advertisements aired in Ramadan 2024. This research uses Charles Sanders Peirce's semiotic theory approach based on the Triangle of Meaning concept, which consists of sign, object, and interpretant. The method used is qualitative with reference to the interpretivism paradigm. The results showed that the role of cactus is able to reflect the advantages of Pocari Sweat products that can maintain fluid ions in the body even during fasting and after a full day of activity. Pocari Sweat can also be consumed by various age ranges, from children to the elderly. The existence of its product excellence is implied through the most popular public figure who plays a cactus in the advertisement.
| Item Type: | Thesis (S1) | ||||||||||||
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| Additional Information: | Salah satu langkah dalam melakukan promosi penjualan yaitu melalui iklan. Iklan merupakan bentuk media massa yang cepat tersebar. Melalui iklan, suatu produk dapat memberikan berbagai jenis informasi seperti keunggulan produknya. Hal tersebut dibuktikan oleh produk Pocari Sweat. Dalam brand indeks minuman isotonik, Pocari Sweat berhasil konsisten unggul dalam penjualan produknya. Mereka juga dikenal dengan penggunaan simbol “kaktus” pada beberapa iklannya. Oleh karena itu, penelitian ini bertujuan untuk mengetahui bagaimana peran kaktus dalam merepresentasikan keunggulan produk Pocari Sweat melalui iklan yang ditayangkan pada bulan Ramadan 2024. Penelitian ini menggunakan pendekatan teori semiotika Charles Sanders Peirce berdasarkan konsep Triangle of Meaning, yang terdiri dari sign, object, dan interpretant. Metode yang digunakan adalah kualitatif dengan mengacu pada paradigma interpretivisme. Hasil penelitian menunjukkan bahwa peran kaktus mampu mencerminkan keunggulan produk Pocari Sweat yang dapat menjaga cairan ion di dalam tubuh meskipun saat berpuasa dan setelah melakukan aktivitas sehari penuh. Pocari Sweat juga dapat dikonsumsi oleh berbagai rentang usia, mulai dari anak-anak hingga orang tua. Eksistensi keunggulan produknya disiratkan melalui public figure terpopuler yang memerankan kaktus dalam iklan tersebut. | ||||||||||||
| Uncontrolled Keywords: | Advertising, Semiotics, Product Excellence Representation, Pocari Sweat. Iklan, Semiotika, Representasi Keunggulan Produk, Pocari Sweat. | ||||||||||||
| Subjects: | Communication > Communication (General) | ||||||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi 06-Fakultas Ilmu Sosial dan Ilmu Politik |
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| Depositing User: | Virnidia W Virnidia Widhiyasti | ||||||||||||
| Date Deposited: | 08 Sep 2025 07:07 | ||||||||||||
| Last Modified: | 08 Sep 2025 07:07 | ||||||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/53714 |
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