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All Journal Jurnal Ilmiah Mandala Education (JIME) LOSARI: Jurnal Pengabdian Kepada Masyarakat Jurnal Pengabdian Masyarakat (ABDIRA) Batara Wisnu : Indonesian Journal of Community Services Journal Of Human And Education (JAHE) Lingua Franca Jurnal Riset Manajemen dan Bisnis Innovative: Journal Of Social Science Research JBSI: Jurnal Bahasa dan Sastra Indonesia Nusantara Journal of Multidisciplinary Science Journal of Authentic Research
Sijabat, Survey
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Sustainability Discourse Analysis Using the AIDA Model in Le Minerale’s Brand Communication Rico Kuntag, Jacobus; Sijabat, Survey; Hyronimus Ama Longgy, Dodhy; Evelin Giovani
Jurnal Riset Manajemen dan Bisnis Volume 5, No. 2, Desember 2025 Jurnal Riset Manajemen dan Bisnis (JRMB)
Publisher : UPT Publikasi Ilmiah Unisba

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/jrmb.v5i2.8780

Abstract

Abstract. Sustainability discourse has become a key component of brand communication in the bottled water industry, where environmental responsibility is often used to legitimise consumption. Through packaging, advertising, and digital media, brands construct images of purity, safety, and ecological care, even though consumers may not critically assess such claims. This study analyses how Le Minerale’s sustainability communication is constructed and how these messages are understood and trusted by consumers in Merauke. Using Critical Discourse Analysis based on Fairclough’s three-dimensional framework integrated with the AIDA model, this study examines textual and visual elements from packaging, the official website, and video advertisements, supported by a consumer survey. The findings show that sustainability is constructed through natural imagery, claims of mountain water purity, and recyclable packaging technology. Across the AIDA stages, consumer responses are shaped through symbolic and moral appeals. Survey results indicate that consumers generally trust these sustainability claims, despite limited understanding of technical terms. This suggests that sustainability discourse primarily functions as a marker of moral and social identity rather than as substantive environmental education.
Co-Authors A. Haris Abdul Rahim Anggawirya, Arin Mantara Arin Mantara Anggawirya Dian Agustina Purwanto Wakerkwa Diliana, Ekfindar Elya Puspita, Laurensia Evelin Giovani Firtha Ayu Rachmasari Floriani, Rosalia Giovani, Evelin Hanip, Rival Hyronimus Ama Longgy, Dodhy Mega Suteki Nainggolan, Herrio Tekdi Nurul Istiqomah NURUL ISTIQOMAH Purwaningsih, Yuni Ratna Puspa, Leonora Reliubun, Abdurrahman Shaleh Rico Kuntag, Jacobus Rosalia Rosalia Floriani Sahruni, Ade Yuni Situmorang, Prima Lestari Sri Winarsih Thalib, Najdah