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All Journal Indonesian Journal of Law and Economics Review Proceeding ISETH (International Summit on Science, Technology, and Humanity)
Setiawan, Azizah Nafabilla
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Computer Science & IT Economics, Econometrics & Finance Engineering Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Social Sciences Other

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The Commodification of Islam in Halal Cosmetics Advertising in Indonesia (Judith Williamson Semiotics Analysis) Mutiah, Isnaini Umi; Andreas, Rino; Mahardika, Dzikrina Aqsha; Setiawan, Azizah Nafabilla; Septiyanti, Nisa Dwi
Proceeding ISETH (International Summit on Science, Technology, and Humanity) 2023: Proceeding ISETH (International Summit on Science, Technology, and Humanity)
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/iseth.4612

Abstract

The purpose of this paper is to explain the commodification of Islam in the advertisement of Wardah cosmetic products through Judith Williamson's semiotic analysis. Advertising as a communicative medium aims to influence consumers by constructing the dominant discourse in Muslim society. One of them is seen in Wardah's beauty product advertisement by building Islamic discourse. This qualitative research uses the advertising semiotics method which examines the relation between signifier and signified in an object. The researcher analyzed the scenes in five Wardah advertisements. The results show that "Wardah TV commercial" embeds Islamic discourse through the concept of "halal'' cosmetics through text and audio-visual components. This Islamic discourse was built through language and then commodified as a product with a "halal" label attached to Wardah's commodities, namely using natural alcohol, not being contaminated with prohibited materials, and the production process in accordance with Islamic procedures. Furthermore, Wardah's advertisement featured multi-talented artists Dewi Sandra and Natasha Rizki, who were known as hijrah models, singers, and film actresses. Thus, Wardah succeeded in "borrowing" the meaning of popularity, Muslim youth, and achievement so that the product obtains a significant meaning based on the artist's reference system. The decommodification process looks at the ideology that is hidden and played by industrial interests in the segment of Muslim society in Indonesia.
Enhancing Branding Strategies of Culinary Micro and Small Enterprises through Online Media: A Community Service Approach: Meningkatkan Strategi Branding Usaha Mikro dan Kecil Kuliner Melalui Media Online: Sebuah Pendekatan Pengabdian Kepada Masyarakat Maulana, Mahesa; Megantoro, Adrian Yohana; Setiawan, Azizah Nafabilla
Indonesian Journal of Law and Economics Review Vol. 18 No. 3 (2023): August
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/ijler.v18i3.932

Abstract

The marketing and product development of Micro and Small Enterprises (UMK) greatly rely on effective branding strategies. However, the utilization of online media for branding purposes is often lacking among MSE entrepreneurs. This community service initiative aimed to enhance the understanding and proficiency of UMK culinary product branding implementation in Karanganyar District, Karanganyar Regency, Central Java. The methodology involved short training and mentoring sessions for MSEs, focusing on three culinary business units, to design and develop marketing platforms through online media. The outcome of this activity demonstrated a significant improvement in MSEs' ability to leverage online media for branding their business products, as evidenced by the creation of various platforms such as e-commerce, Instagram, and TikTok. Implementing effective branding strategies through online media platforms has empowered MSEs to achieve optimal competitiveness in their respective culinary businesses. This study offers valuable insights and implications for researchers and professionals worldwide, highlighting the potential of online media in enhancing branding efforts for Micro and Small Enterprises in the culinary industry. Highlight: Community service enhances UMK entrepreneurs' understanding and implementation of branding through online media. Increased proficiency in utilizing platforms like e-commerce, Instagram, and TikTok. Optimal competitiveness and business development in the culinary industry. Keyword: Branding, Micro and Small Enterprises (UMK), Online Media, Culinary Products, Community Service
Co-Authors Mahardika, Dzikrina Aqsha Maulana, Mahesa Megantoro, Adrian Yohana Mutiah, Isnaini Umi Nisa Dwi Septiyanti Rino Andreas