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Utari, Prahastiwi
Sebelas Maret University
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Journal : ANDHARUPA

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REPRESENTATION OF CUSTOMER LOYALTY IN AQUA’s ADVERTISEMENT “SAMBUT KEBAIKAN RAMADHAN BERSAMA AQUA” Karim, Iklilul; Utari, Prahastiwi; Hastjarjo, Sri
ANDHARUPA: Jurnal Desain Komunikasi Visual & Multimedia Vol. 10 No. 01 (2024): March 2024
Publisher : Dian Nuswantoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33633/andharupa.v10i01.8403

Abstract

Abstract. Relize or not, advertising is very close to human life. Mass media can display tens or even hundreds of advertisements every day. Therefore, effective and attractive advertisements are needed to attract customers. In general, advertising uses the hard selling method, but now it has turned into soft selling, which does not introduce or sell products directly. Therefore, this research will discuss the representation of customer loyalty in AQUA's advertisement "Sambut Kebaikan Ramadan Bersama AQUA". The method used is qualitative with Roland Barthes semiotic analysis. The results of this study show that AQUA's advertisement "Sambut Kebaikan Ramadan Bersama AQUA'' successfully portrays customer loyalty through the usage of strong signs and hidden meanings. At the denotative level, this AQUA advertisement presents an image of loyal AQUA customers who consume AQUA products joyfully during Ramadan. At the connotative level, this advertisement connects the usage of AQUA products with the values of kindness, spirituality, and brotherhood associated with Ramadan. At the mythological level, this AQUA advertisement builds a narrative that describes AQUA’s customers as part of a solid and loving community. In this context, customer loyalty is represented as a form of adherence to the values embraced by the community, which is signified by the consumption of AQUA’s products.Keywords: Advertisement, Representation, Loyalty, Semiotic
Co-Authors - Pramana Abdul jalil Adhiarso, Dendy Suseno Adimas Maditra Permana Agus Rahmat Hidayat Amelia Ramadhani, Amelia Andre Noevi Rahmanto ANDRE RAHMANTO Anshori, Mahfud ARI SURACHMANTO Arifiyanto, Aditya Arsyah Putra , Rizky Ramadhani Asep Kiki Saepul Akbar Ayu, Retno Barunawati Bethy, Rayya Cahya, Afif Nur Cahyo Nugroho, Oki Chairunnisa Widya Priastuty Chatarina Heny Dwi Surwati Diponegoro, Muhammad Agung Dwi Latifatul Fajri Dwi Tiyanto, Dwi Dwiningtyas Padmaningrum, Dwiningtyas Eka Nada Shofa Alkhajar, Eka Nada Shofa Eli Purwati, Eli Emi Widiyanti Firdastin Ruthnia Yudiningrum, Firdastin Ruthnia Fitri, Annisaa Gardiana, Marieti Debyora Haris Annisari Indah Nur Rochimah Hartjarjo, Sri Hastjarjo, Sri Hemas, Lintang Nur Henny, Chatarina Hermawati, Tanti Ichsan, Muhammad Nur Ign. Agung Satyawan Ignatius Agung Satyawan Izzul Hudia Alfaza Joni Rusdiana Karim, Iklilul Krisna Megantari Likha Sari Anggreni Lintang Nur Hemas Mahendra Wijaya Mahendra Wijaya Malik Cahyadin Maya Anggraini Muzni, Nurlianti N, Ismi Dwi Astuti Naini, Albert Muhammad Isrun Nourmalihah Tsaqif Kusindriyanti Novriyanto, Bambang Pawito Pawito Pawito Pradhuka, Briant Nor Pramana Pramana, Pinandito Dhirotsaha Pramana, Pramana Raden Ayu Wulantari, Raden Ayu Rahayu, Wien Hesthi Rahmat Hidayat, Agus Rasuli, Rasuli Rifqi Abdul Aziz Rizky Ramadhani Arsyah Putra Safitri, Faiza Hanna Santi Setyaningsih Sarwono, Billy K Satyawan, Agung Satyawan, IGN Agung Satyawan, Ignatius Agung Setianingrum, Vinda Maya Setyanto, Eko Siti Fatimah Sri Hastjarjo Sudarmo sudarmo sudarmo Suminah Suminah, Suminah Tanti Hermawati Tsaqif Kusindriyanti , Nourmalihah Werdhaningtyas, Tamalia Dara Widianti, Mira Adita Yulius Slamet