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All Journal Sabda: Jurnal Kajian Kebudayaan Share : Journal of Service Learning Jurnal Masyarakat Merdeka (JMM) PRAJA: Jurnal Ilmiah Pemerintahan Wasilatuna: Jurnal Komunikasi dan Penyiaran Islam Jurnal Spektrum Komunikasi DIGICOM : Jurnal Komunikasi dan Media
Yunita Indinabila
Unknown Affiliation
Religion Arts Humanities Education Languange, Linguistic, Communication & Media Social Sciences Other

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Strategi Bauran Pemasaran Non-Konvensional Brainrot dan Anti-Trend dalam Iklan Kitabisa.com Kusuma, Yuga Adi; Indinabila, Yunita; Christijanto, Eddy
Jurnal Spektrum Komunikasi Vol 13 No 4 (2025): Jurnal Spektrum Komunikasi : December 2025
Publisher : LPPM Stikosa - AWS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37826/spektrum.v13i4.1069

Abstract

Amidst audience saturation with digital advertising that is too neat and conventional, a new approach has emerged known as brainrot content and anti-trend, namely a communication strategy that utilizes absurd visuals, hyperbolic humor, and low-budget aesthetics. This study aims to analyze Kitabisa.com's communication strategy in its viral zakat campaign through a social media approach.brain rot, as well as in-depth analysis through Charles Sanders Peirce's semiotics to examine the elements sign, object, and interpreter in advertising content. Furthermore, the campaign was also read through the marketing mix (8P) framework to assess the extent to which this strategy deviates from or transforms traditional marketing norms. The analysis shows that Kitabisa.com strategically packaged religious messages in a fun parody format that resonates with youth digital culture. This strategy successfully generated high engagement on social media, reduced the audience's psychological distance from the issue of zakat, and organically expanded the promotional reach. This campaign demonstrates that absurd humor and unconventional visual communication can be an effective approach in values-based philanthropic digital marketing.
Co-Authors Abdul Haris Rasyidi, Abdul Haris Alhakim, Irya Dimas Christijanto, Eddy E.Rizky Wulandari Kitabbulloh, Ramadhan M. Gufran M. Mizanul Haq Maegi Muhammad Rizqi Mochammad Arkansyah Nurdiah Otakrina, Riesta Ayu Ratna Puspita Sari, Ratna Puspita Rosemelba, Jessica Suprihatin Suprihatin Wulandari, Anita Agustina Wulandari, E.Rizky Yaqin, Mukhamad Ainul Yuga Adi Kusuma