Semiotika Dalam Bidang Manajemen Pemasaran

Astuti, Rini

doi:10.26805/jmkli.v1i2.13

Cited by 16 publications

(22 citation statements)

References 3 publications

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“…According to Gandakusumah & Marta (2021), marketing semiotics is an attempt by companies to group data from the company's target market. Given that consumers actually not only buy a product, but behind it, consumers also buy the meaning or message of a product (Astuti, 2018).…”

Section: Resultsmentioning

confidence: 99%

When Words Matter: Language Choices and Brand Building on Two Global Coffee Shop Retail Brands in Indonesia

Latukolan

Marta

Engliana

2021

BIRCI

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English is an essential element in the field of marketing communication. The use of sound and correct language can provide its image for the public to view its brand’s image. The use of foreign language itself is one form of forming a brand image so that the public or potential consumers themselves can see a brand with a more positive image. This study aims to look at the purpose of implementing language choice on the Instagram page of Starbucks Indonesia and Coffee Bean Indonesia in building the brand image of these two global coffee shop brands in Ramadan month and the Eid celebration. This study employs a qualitative approach with an interpretive research paradigm. Laura Oswald’s marketing semiotics is the analytical method used in the current study. This study indicates that Starbucks Indonesia and Coffee Bean Indonesia have different target markets and distinctive brand images. Starbucks Indonesia uses simple words and sentences. Starbucks has a more personal or individual promotion; Coffee Bean Indonesia has a more dynamic approach and has word choices that are immediately related to religion and culture; the image created by Coffee Bean itself is familiar to the Indonesians and their social environment.

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Section: Resultsmentioning

confidence: 99%

When Words Matter: Language Choices and Brand Building on Two Global Coffee Shop Retail Brands in Indonesia

Latukolan

Marta

Engliana

2021

BIRCI

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“…Here are some characteristics of customer loyalty according to [4] d. Customers show a loyal nature to their products or services, so it is not easily influenced and moved on to other products.…”

Section: Customer Characteristicsmentioning

confidence: 99%

“…Here are factors -factors that affect customer loyalty: a. Customer Satisfaction An indicator of a customer's expectations of a reality accepted by a customer [4].…”

Section: Factors That Affect Loyaltymentioning

confidence: 99%

Analysis of Factors Affecting Customer Loyalty EL Hana Aesthetic Center Batam

Wati¹,

Hati²

2023

Proceedings of the 4th International Conference on Applied Economics and Social Science, ICAESS 2022, 5 October 2022, Batam, Ri

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This study examines the analysis of factors that affect customer loyalty EL Hana Aesthetic Center Batam. 900 customers of EL Hana Aesthetic Center Batam is the total population of this study and a sample of 90 respondents. The purposive sampling method is a sampling technique used. In this study, data was collected through questionnaires (questionnaires) to respondents via google forms scanned through the QR Code Scanner. Using quantitative methods with EFA techniques. This research found that there are 2 factors that influence Customer Loyalty at EL Hana Aesthetic Center Batam, namely the first factor is the service factor and the second factor is market coverage and price. The total variance of the extracted factors is 79.763%, so the results of the research formed can explain the factors that influence customer loyalty at EL Hana Aesthetic Center Batam by 79.763%, and the rest is influenced by other factors.

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“…This means that signs play a significant role in identifying a customers' social category since the cultural context itself may reveal their background as well; this is known as the brand value (Marta, et at., 2012). Astuti (2018) argued that customers nowadays have the preference to choose a product based on their connotative meaning, that is the message implied in the products' visual message. When language signs and their connotative meanings share certain messages with language users (Saussure, 1981), it creates particular customer clustering/categorization.…”

Section: Literature Reviewmentioning

confidence: 99%

Brand meaning and its social categories: A semiotic approach for future marketing

Tawami

Indrayani

Sobarna

et al. 2022

JEECAR

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This research aims to decode brand meanings from the logos of two multinational companies and to encode their social categories. The companies chosen for this study are in the technology field. To analyze this issue, a qualitative-descriptive method was used to define the message contained in the logo and express the logo's social categories in a cultural context. A semiotic approach was used to analyze the specified company's logo; results showed that the logo's meaning was conveyed through four dominant colors representing Innovation, Dominance, Variation, and Sophistication. These findings suggest that the companies attempted to achieve higher social categories, implying that they aim to have exclusive control of their products. In conclusion, companies can use its social category to create a new concept for another logo as part of a potential marketing strategy. Later, these findings can be used to create a future marketing strategy.

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Semiotika Dalam Bidang Manajemen Pemasaran

Cited by 16 publications

References 3 publications

When Words Matter: Language Choices and Brand Building on Two Global Coffee Shop Retail Brands in Indonesia

When Words Matter: Language Choices and Brand Building on Two Global Coffee Shop Retail Brands in Indonesia

Analysis of Factors Affecting Customer Loyalty EL Hana Aesthetic Center Batam

Brand meaning and its social categories: A semiotic approach for future marketing

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