Brand Equity dalam Web Series (Analisis Semiotika Terhadap Web Series "Christmas" Loacker Indonesia Melalui Akun Media Sosial Instagram @loackerid)

Moningka, Yesa Yulina (2024) Brand Equity dalam Web Series (Analisis Semiotika Terhadap Web Series "Christmas" Loacker Indonesia Melalui Akun Media Sosial Instagram @loackerid). S1 thesis, Universitas Kristen Indonesia.

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Abstract

Konten video telah menjadi alat storytelling yang kuat untuk mempengaruhi persepsi dan perilaku konsumen terhadap merek di era digital. Penelitian ini mengkaji bagaimana Loacker Indonesia membangun brand equity melalui web series "Christmas" di Instagram @loackerid. Dengan menggunakan analisis semiotika Roland Barthes, penelitian ini mengungkap penggunaan tanda-tanda visual dan naratif dalam web series untuk menyampaikan pesan dan mempengaruhi komponen-komponen brand equity model David Aaker. Hasil penelitian menunjukkan bahwa Loacker berhasil memanfaatkan web series untuk meningkatkan Brand Awareness dengan menampilkan logo dan produk secara konsisten. Customer loyalty dibangun melalui penggambaran hubungan erat antara pemain dengan produk. Perceived quality ditampilkan melalui adegan yang menyoroti kualitas dan rasa produk. Brand Associations positif dibentuk dengan menghubungkan produk Loacker dengan momen kehangatan dan kebersamaan selama liburan. Penelitian ini menyimpulkan bahwa strategi web series "Christmas" berhasil membangun brand equity Loacker di Instagram @loackerid. Temuan ini menunjukkan efektivitas penggunaan konten video naratif di media sosial untuk membangun hubungan emosional dengan konsumen dan memperkuat posisi merek. Studi ini memberikan wawasan berharga bagi pemasar tentang potensi storytelling visual dalam strategi branding digital, khususnya dalam membangun dan memperkuat elemen-elemen kunci brand equity. / Video content has become a powerful storytelling tool for influencing consumer perceptions and behaviors towards brands in the digital era. This study examines how Loacker Indonesia builds brand equity through the "Christmas" web series on its Instagram account @loackerid. Using Roland Barthes' semiotic analysis, this research reveals the use of visual and narrative signs in the web series to convey messages and influence components of David Aaker's brand equity model. The findings show that Loacker successfully utilized the web series to increase brand awareness by consistently featuring its logo and products. Customer loyalty was built through depictions of close relationships between characters and the product. Perceived quality was showcased through scenes highlighting the product's quality and taste. Positive brand associations were formed by connecting Loacker products with moments of warmth and togetherness during the holiday season. This study concludes that the "Christmas" web series strategy successfully built Loacker's brand equity on Instagram @loackerid. These findings demonstrate the effectiveness of using narrative video content on social media to build emotional connections with consumers and strengthen brand positioning. The study provides valuable insights for marketers on the potential of visual storytelling in digital branding strategies, particularly in building and reinforcing key elements of brand equity

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