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Sultan Himawan
Program Studi Ilmu Komunikasi, Fakultas Komunikasi dan Bahasa, Universitas Bina Sarana Informatika, Jakarta
Languange, Linguistic, Communication & Media Social Sciences

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Representasi Kesetiaan Istri dalam Film Sore: Istri dari Masa Depan (Semiotika Roland Barthes) Muhammad Karjani; Silvina Mayasari; Sultan Himawan
Brand Communication Vol. 5 No. 4 (2026): Nettizen Sebagai Audiens Pada Gawai Internet
Publisher : Prisani Cendekia Institute

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Abstract

This study aims to examine the representation of a wife's loyalty in the Indonesian film Sore: Istri dari Masa Depan (2025), directed by Yandy Laurens, using Roland Barthes' semiotic framework. Employing a descriptive qualitative approach within a constructivist paradigm, the study focuses on seven key scenes depicting cigarettes, alcohol, shoes, dietary habits, time loops, supportive dialogue, and Jonathan's transformation as units of analysis. Data were collected through observation, documentation, and literature review. The data were processed using Miles and Huberman's interactive model and analyzed through three levels of semiotic signification: denotation, connotation, and myth. Source triangulation was applied to enhance the credibility of the findings. The results reveal that the wife's loyalty is not represented as a static or inherent characteristic but as a gradual process involving three interconnected dimensions: trust as its foundation, commitment as an ongoing practice, and sacrifice as its ultimate expression. The recurring time-loop narrative functions as a central myth, symbolizing persistent devotion and the pursuit of long-term transformation within a marital relationship. The study concludes that the film constructs marital loyalty as a continuous willingness to confront recurring challenges for mutual growth, contributing to a deeper understanding of gender representation and marital relationships in contemporary Indonesian cinema
Strategi Komunikasi Pemasaran UMKM Oseng Mercon Pada Akun Instagram @OsengosengJKT Risky Cristian Dominicus Pakpahan; Silvina Mayasari; Sultan Himawan
Brand Communication Vol. 5 No. 4 (2026): Nettizen Sebagai Audiens Pada Gawai Internet
Publisher : Prisani Cendekia Institute

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Abstract

This study aims to examine the marketing communication strategy applied by the MSME Oseng Mercon through its Instagram account @Osengoseng.jkt in promoting its products to a wider audience. The research employed a qualitative approach grounded in the constructivism paradigm, with data collected through observation of Instagram content, interviews with the account manager, and documentation of digital marketing activities carried out in the Rawamangun Muka area, East Jakarta. The findings show that @Osengoseng.jkt has optimally utilized Instagram based on Kotler's five pillars of digital marketing, namely responsive two-way interaction, strong audience engagement with an engagement rate reaching 12.39%, creative content such as photos, reels, and customer reviews, relationship marketing strategies through friendly service and loyalty programs, and cost efficiency combined with wide promotional reach that has even attracted attention from national media. Overall, consistent and interactive management of Instagram has proven to be a key factor in Oseng Mercon's success in building brand image and strengthening customer loyalty in the digital marketing era.
Co-Authors Muhammad Karjani Risky Cristian Dominicus Pakpahan Silvina Mayasari