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All Journal MediaTor: Jurnal Komunikasi WIDYATAMA Kurva S : Jurnal Keilmuan dan Aplikasi Teknik Sipil Conference on Innovation and Application of Science and Technology (CIASTECH) Jurnal Profetik Jurnal Jurnalisa : Jurnal Jurusan Jurnalistik KLITIKA Jurnal Ilmiah Pendidikan Bahasa dan Sastra Indonesia Syiar: Jurnal Komunikasi dan Penyiaran Islam Komunika: Jurnal Dakwah dan Komunikasi QISTINA: Jurnal Multidisiplin Indonesia Jurnal Inovasi dan Pengembangan Hasil Pengabdian Masyarakat Revenue Journal: Management and Entrepreneurship GEMBIRA (Pengabdian Kepada Masyarakat) El-Mujtama: Jurnal Pengabdian Masyarakat Jurnal Komunitas (Komunikasi Tiada Batas) INERSIA Komuniti: Jurnal Komunikasi dan Teknologi Informasi AJCD Proceedings of Jogjakarta Communication Conference (JCC)
Joko Suryono
Universitas Veteran Bangun Nusantara Sukoharjo
Religion Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Neuroscience Nursing Social Sciences Transportation Other

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Konstruksi Gaya Hidup Sehat Iklan Mie Instan Lemonilo Versi Warnilo: Analisis Semiotika Roland Barthes Monika Umi Kartika; Joko Suryono; Budi Santoso; Hariyanto Hariyanto
Komuniti : Jurnal Komunikasi dan Teknologi Informasi Vol. 17 No. 2 (2025): Komuniti : Jurnal Komunikasi dan Teknologi Informasi, September 2025
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/komuniti.v17i2.10478

Abstract

Gaya hidup sehat menjadi semakin relevan di tengah meningkatnya kesadaran masyarakat akan pentingnya menjaga kesehatan, terutama pasca pandemi COVID-19 turut meningkatkan kesadaran masyarakat terhadap pentingnya gaya hidup sehat, termasuk melalui konsumsi makanan bergizi. Di Indonesia, mie instan merupakan salah satu makanan yang sangat populer. Mie instan dikenal sebagai makanan yang praktis, murah, serta mudah disajikan. Namun, di tengah popularitas mie instan sebagai makanan cepat saji, muncul stigma negatif terkait kandungan nutrisinya. Penelitian ini bertujuan untuk memahami bagaimana konstruksi gaya hidup sehat direpresentasikan dalam iklan Mie Instan Lemonilo versi Warnilo (Warung Lemonilo). Penelitian ini menggunakan metode deskriptif kualitatif dengan pendekatan semiotika Roland Barthes untuk mengidentifikasi elemen visual dan verbal yang merepresentasikan gaya hidup sehat dalam iklan. Data diperoleh melalui observasi tidak langsung terhadap iklan yang ditayangkan di kanal YouTube resmi Lemonilo, serta dokumentasi berupa tangkapan layar dan kajian pustaka. Hasil penelitian menunjukkan bahwa iklan Lemonilo secara visual dan verbal merepresentasikan gaya hidup sehat melalui simbol warna hijau, suasana warung yang bersih dan akrab, serta ekspresi bahagia dari para talent. Elemen-elemen ini berperan sebagai penanda yang membentuk makna denotatif mengenai produk sehat, dan makna konotatif yang mengasosiasikan Lemonilo sebagai bagian dari gaya hidup sehat. Melalui proses mitologisasi, iklan membangun citra bahwa memilih Lemonilo merupakan tindakan bijak dalam menjalani pola makan sehat. Dengan demikian, iklan ini bukan hanya alat promosi produk, tetapi juga sarana untuk membentuk pemahaman dan narasi sosial tentang pola hidup sehat. Healthy lifestyles are becoming increasingly relevant amidst the increasing public awareness of the importance of maintaining health, especially after the COVID-19 pandemic helped increase public awareness of the importance of a healthy lifestyle, including through the consumption of nutritious food. In Indonesia, instant noodles are one of the most popular foods. Instant noodles are known as a practical, cheap, and easy-to-serve food. However, amidst the popularity of instant noodles as fast food, a negative stigma has emerged regarding its nutritional content. This research aims to understand how the construction of a healthy lifestyle is represented in the Warnilo (Warung Lemonilo) version of Lemonilo Instant Noodle advertisement. This research uses a descriptive qualitative method with a Roland Barthes semiotic approach to identify visual and verbal elements that represent a healthy lifestyle in advertisements. The data was obtained through indirect observation of the advertisement aired on Lemonilo's official YouTube channel, as well as documentation in the form of screenshots and literature review. The results showed that Lemonilo advertisements visually and verbally represent a healthy lifestyle through green symbols, a clean and familiar shop atmosphere, and happy expressions of the talents. These elements act as signifiers that form denotative meanings about healthy products, and connotative meanings that associate Lemonilo as part of a healthy lifestyle. Through the process of mythologization, the ad builds an image that choosing Lemonilo is a wise action in undergoing a healthy diet. Thus, this advertisement is not only a product promotion tool, but also a means to shape social understanding and narratives about healthy lifestyles.
Utilization of Instagram @posaja_sragen for Marketing Communication to Promote PT Pos Indonesia Sragen Products Ardiana, Ellen Ira; Suryono, Joko; Gama, Betty; Setyo, Bono
Revenue Journal: Management and Entrepreneurship Vol 2 No 1 (2024): Revenue Journal: Management and Entrepreneurship (June)
Publisher : CV. Bimbingan Belajar Assyfa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61650/rjme.v2i1.490

Abstract

Instagram is one of the social media most frequently accessed by internet users, so PT Pos Indonesia Sragen Branch, which operates in the expedition and financial services sector, uses Instagram as a marketing communications platform to introduce products and services to increase company sales. This research aims to identify and describe the use of social media Instagram @posaja_sragen as a marketing communication medium in introducing the products and services of PT Pos Indonesia Sragen Branch based on the marketing communication mix theory of Philip Kotler and Keller. This research focuses on the main problem faced by companies, namely the lack of public awareness regarding the products and services offered due to the limitations of conventional promotional media. The approach used in this research is qualitative with descriptive methods. Data collection techniques include observation, in-depth interviews with 10 employees and 15 customers, as well as documentation over three months. Data analysis was carried out through data reduction, data presentation, and conclusion, with data validity and reliability maintained through triangulation of sources and methods. The research results show that PT Pos Indonesia Sragen Branch has made optimal use of Instagram features, such as feeds, captions, Instagram stories, reels, hashtags, and direct messages (DMs) to introduce products and services. For example, using reels to show a fast and safe delivery process, as well as stories to promote discounts on delivery services. This strategy has proven effective in increasing engagement and interaction with customers, which is reflected in an increase in the number of followers by 25% and interactions on each post by 30%. The main benefits of using Instagram as a marketing communications medium include reducing promotional costs, ease of introducing service products, expanding communication facilities with the target market, and increasing company sales. This research concludes that the use of Instagram by PT Pos Indonesia Sragen Branch as a marketing communications medium has had a significant positive impact. As a recommendation, other companies are advised to adopt similar strategies with adjustments to suit their specific needs to maximize the potential of social media in their marketing strategies.
Marketing Communication Strategy for Shafira Store Surakarta Using Instagram Social Media Platform for Effective Engagement Putri Hardani, Arlinda; Suryono, Joko
Revenue Journal: Management and Entrepreneurship Vol 1 No 2 (2023): Revenue Journal: Management and Entrepreneurship (December)
Publisher : CV. Bimbingan Belajar Assyfa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61650/rjme.v1i2.601

Abstract

Shafira is a leading Muslim fashion brand, renowned for its stylish products geared towards both teenagers and adults. This study explores the marketing communication strategy employed by Shafira Store Surakarta on Instagram. Utilizing a qualitative descriptive approach, data were collected through observation, in-depth interviews with 10 participants, and content analysis of Shafira's Instagram posts over a six-month period. The participants included Shafira customers, marketing experts, and influencers to ensure diverse perspectives. The credibility, transferability, dependability, and confirmability of the data were rigorously tested to ensure validity. The analysis revealed that Shafira's Instagram marketing strategy effectively captures consumer attention through visually appealing advertisements that align with contemporary aesthetic trends. Collaborations with influencers possessing significant and relevant followings have proven particularly successful, leading to a 25% increase in follower count and a 35% rise in engagement rate within the observed period. Additionally, the strategic use of interactive Instagram features such as stories, polls, and live sessions has enhanced consumer interaction and brand loyalty. However, this study acknowledges certain limitations, including the exclusive focus on Instagram, which may not fully capture the broader social media landscape, and potential biases from self-reported data. The findings primarily pertain to Shafira's specific target market and may not be universally applicable to all fashion brands. Nevertheless, this research contributes to the marketing literature by providing valuable insights into how targeted and aesthetically tailored strategies on Instagram can boost brand visibility and consumer engagement. Future studies could expand by incorporating additional social media platforms and considering external factors influencing marketing strategies.
Co-Authors Abdilah, Heri Adelia, Emma Agung Setyarini Agung Wijanarko, Agung Aji Pamungkas, Bagoes Alliah, Rahmadina Allo, Reno Rivaldy Alwi, Salma Ardiana, Ellen Ira Betty Gama Bono Setyo Bono Setyo Bono Setyo, Bono Budi Nugroho Budi Santoso Dewi Kusumaningsih Djatmiko Hidajat Erni Kurniawati Farida Nugrahani Fitriana, Rani Hariyanto Hariyanto Hariyanto Hariyanto Hariyanto Hidajat, Diatmiko Istiyanto, Hendra Jamhari Jamhari Jepriani, Sujiati Kurniawan, Riza Setiabudi Mahardika, Mei Candra Mardhanie, Afif Bizrie Megasa, Yebrani Monika Umi Kartika Muhammad Ridwan Mukti Widayati Nugroho, Aziz Widhi Nugroho, Aziz Widi Nunun Tri Widarwati Nurokhman, Firmansyah Nugroho Nuryani Tri Rahayu Nuryani Tri Rahayu Nuryani Tri Rahayu Nuryani Tri Rahayu Purwani Indri Astuti Putrawirawan, Ashadi Putri Hardani, Arlinda Rosninawati Hussin Saidun, Muhammad Sihindun Arumi Sri Hartati SUNARNO Susanto , Willy Sutarto, Tommy Ekamitra Tistro, Rafian Triatmo, Agus Wahyu Triyatmo, Agus Tsalasa An Nisaa Tumingan Tumingan, Tumingan Veronika Unun Pratiwi Wahyudin, Urip wedaswari, Made Wianto, Arif Widiastuti, Oktavia Yoga Yuniadi Yoto Widodo