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All Journal Riwayat: Educational Journal of History and Humanities Jurnal Bisnis dan Komunikasi Digital
Sasikirana, Aulia Nabila
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Humanities Computer Science & IT Education Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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Strategi Viral Marketing di Media Sosial (Studi Kasus Produk Kuliner) Alrasyid, Pradikta Aqsal; Purwanto, Eko; Purnama, Bakti; Fitria, Jihan; Sasikirana, Aulia Nabila
Jurnal Bisnis dan Komunikasi Digital Vol. 2 No. 4 (2025): August
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jbkd.v2i4.4532

Abstract

Perkembangan teknologi digital dan popularitas media sosial telah mengubah pola pemasaran di sektor kuliner. Penelitian ini bertujuan untuk menganalisis penerapan strategi viral marketing di media sosial dalam mempromosikan produk kuliner. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi pustaka yang mengandalkan data sekunder dari literatur dan hasil penelitian sebelumnya. Hasil penelitian menunjukkan bahwa viral marketing telah meningkatkan visibilitas produk melalui konten kreatif, kolaborasi dengan influencer, dan penggunaan platform seperti Instagram dan TikTok. Strategi ini memungkinkan penyebaran pesan promosi yang cepat dan luas melalui partisipasi audiens. Temuan penelitian menunjukkan bahwa penerapan viral marketing berdampak pada peningkatan pengenalan merek dan minat konsumen terhadap produk kuliner. Penelitian ini memberikan pemahaman tentang pentingnya memanfaatkan strategi viral marketing sebagai pendekatan yang efektif dalam mempromosikan produk kuliner melalui media sosial.
Analisis Semiotika Roland Barthes terhadap Representasi Visual dalam Poster Drama Korea Hospital Playlist Sasikirana, Aulia Nabila; Ghanistyana, Lathifa Prima; Fitria, Jihan; Purnama, Bakti
Riwayat: Educational Journal of History and Humanities Vol 8, No 3 (2025): July, Social Studies, Educational Research and Humanities Research.
Publisher : Universitas Syiah Kuala

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24815/jr.v8i3.46941

Abstract

The advancement of visual media as a promotional tool extends beyond commercial advertising into the realm of health-themed entertainment. A notable example is the promotional poster of the Korean drama Hospital Playlist, which portrays the medical profession in a warm and emotionally resonant manner. This study aims to explore the visual meanings conveyed in the poster by applying Roland Barthes semiotic theory, which interprets signs through two levels of meaning: denotation and connotation. The research employs a descriptive qualitative method with visual semiotic analysis, focusing on elements such as clothing colors, facial expressions, lighting, and the visual composition of characters. The findings reveal that these visual elements collectively construct a representation of medical professionals as approachable, collaborative, and empatheticcontrasting with the traditionally serious and rigid portrayal of the medical field. The diversity in clothing colors symbolizes the unique traits of each character, while their expressions and gestures communicate themes of warmth and familial bonds. This study highlights how entertainment media can function as an effective tool for visual communication, shaping positive public perceptions of the medical profession, particularly among younger audiences.
Co-Authors Alrasyid, Pradikta Aqsal Eko Purwanto Fitria, Jihan Lathifa Prima Ghanistyana, Lathifa Prima Purnama, Bakti