SEMIOTIC ANALYSIS ON TOKOPEDIA’S ADVERTISEMENT TITLED “FILOSOFI PETE”
Abstract
This study examines the concept of semiotics proposed by Roland Barthes, which is then linked to the analysis of YouTube advertising media of an Indonesian e-commerce platform, Tokopedia. Tokopedia uploaded a "Filosofi Pete" advertising video on the YouTube platform. The advertisement explores the narrator's attitude and perception of petai, from initial discomfort to eventual enjoyment. The purpose of this research is to analyze more deeply the messages conveyed in Tokopedia's advertisement titled "Filosofi Pete". The research employs a literature review, sourcing from scholarly articles, books, and other studies. Additionally, it utilizes descriptive qualitative methodology to depict and understand complex phenomena through in-depth descriptive analysis without quantitative measurement. The findings indicate that the advertisement not only delves into how an individual's perception of a product can change after trying it with an open mind but also encourages the community to actively purchase products from micro, small, and medium-sized enterprises (UMKM). Furthermore, Tokopedia, as a service provider, actively supports and provides opportunities for UMKM to contribute to the country's economic development.References
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