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All Journal Kajian Ekonomi dan Akuntansi Terapan
Christ Jhon Widianto
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Economics, Econometrics & Finance Other

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Representasi Identitas Medan dalam Iklan Lapo Tuak Hizkia Sumihar Hutabarat; Anisa Puteri Br Bukit; Christ Jhon Widianto; Yosue Alberto Sijabat
Kajian Ekonomi dan Akuntansi Terapan Vol. 2 No. 2 (2025): Kajian Ekonomi dan Akuntansi Terapan (KEAT)
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/keat.v2i2.1160

Abstract

This study explores how social identity is constructed and represented in the promotion of traditional tuak drinking culture through the social media content of Atlas Medan, a modern lapo tuak café. Utilizing Social Identity Theory, this research investigates how cultural symbols and regional slang—particularly from Batak and Medan cultures—are employed to reinforce a local identity while appealing to a young demographic (ages 20–40). Using semiotic analysis on 50 selected Instagram posts, this study decodes how Atlas Medan merges traditional and modern elements to craft a compelling digital presence. The findings indicate that the strategic use of Batak songs, Medan slang, and community-oriented visuals fosters a sense of belonging among viewers, effectively branding the café as a hub of local cultural pride. This research contributes to a broader understanding of local identity-based branding and the role of digital media in preserving yet reinterpreting traditional cultural elements in urban settings.
Co-Authors Anisa Puteri Br Bukit Hizkia Sumihar Hutabarat Yosue Alberto Sijabat