Influencer representation in Tokopedia advertising: Tokopedia squad
DOI:
https://doi.org/10.61098/jkst.v2i2.54Keywords:
Influencers, Advertising, Tokopedia Squad, Marketing, SemioticsAbstract
The advertisement uploaded by Tokopedia entitled Tokopedia Squad describes several influencers who are the solution for Indonesian people to obtain products and services that are useful for everyday life. There are sebelas influencers used in the advertisement. However, in this study the researcher analyzed 5 influencers in the advertisement. The purpose of this study is to determine the representation of the use of these influencers in Tokopedia Squad advertisements. This research uses a qualitative approach with a descriptive type of research to explain how these influencers have their own meaning and purpose in this advertisement. This study also uses representation theory with semiotic analysis techniques from Charles Sanders Peirce with sign, object, and interpretant. The research results show that the five influencers describe the categories and features owned by Tokopedia with the aim of attracting awareness from each market owned by these influencers. Tokopedia uses them to showcase the features or categories of the Tokopedia application, naturally tailored to each influencer's intended market or audience.
Downloads
References
Kotler, P., & Keller, K. L. “Marketing Management”. Pearson. 2016
Reza Yonatan Hanata, Hendy Tannady, Nanny Mayasari, Jefriyanto, and Muhamad Al Faruq Abdullah, “Determinant Factors Brand Loyalty of Tokopedia,” J. Multidisiplin Madani, vol. 3, no. 1, pp. 160–169, 2023, doi: 10.55927/mudima.v3i1.2624.
Lupi, F. R., & Nurdin. “Analisis strategi pemasaran dan penjualan.” Jurnal Elektronik Sistem Informasi Dan Komputer, 2(1), 20–31, 2016
S. F. Putri, T. O. Wibowo, R. Jastika, and S. N. Hakim, “Marketing communication strategy of hyundai motor indonesia electric vehicle,” SIBATIK J. J. Ilm. Bid. Sos. Ekon. Budaya, Teknol. dan Pendidik., vol. 2, no. 8, pp. 2469–2480, 2023.
Kotler, P., & Keller, K. L. “In Marketing Management (p. 203)”. Pearson Education. 2012.
Firmansyah, A. “Pemasaran produk dan merek”. Qiara Media. 2019.
T. Wijaya, “Construction of Tokopedia Squad Ad Publicity Discourse: a Study of Critical Discourse Analysis,” Linguistik, Terjemahan, Sastra (LINGTERSA), vol. 4, no. 1, pp. 11–19, 2023, doi: 10.32734/lingtersa.v4i1.10713.
Ratmanto, T. “Pesan: Tinjauan Bahasa, Semiotika, dan Hermeneutika”. Mediator. 5(1), 29-37, 2004.
Kriyantono, R. “Teknik Praktis Riset komunikasi.” Kencana. 2014.
Sobur, A. “Analisis teks media: suatu pengantar untuk analisis wacana, analisis semiotik dan analisis framing.” Remaja Rosdakarya. 2012.
Indriane. “Profil dan Biodata Titan Tyra: Agama, Suami, Bisnis Hingga Foto Palsu”. (2021, July 28). Hits. Retrieved June 12, 2023, from https://hits.zigi.id/profil-dan-biodata-titan-tyra-agama-suami-bisnis-hingga-foto-palsu-2177
Biaudet, S. “Influencer Marketing as a Marketing Tool.” Report, 2017.
Savitri, N. “Pengaruh Celebrity Endorser Dan Iklan Melalui Media Televisi Terhadap Minat Beli Pada Tokopedia di Denpasar.” E-Jurnal Manajemen Universitas Udayana, 6(8), 4214-4239, 2017.
Conita, A., Hadiprawiro, Y., & Hidayati, A. N. “Iklan Tokopedia Versi BTS sebagai Representasi Korean Waves”. Jurnal Desain, 8(2), 188–206, 2021. https://doi.org/10.30998/jd.v8i2.8666,
Thehawijaya, J. A., & Susilo, D. “Sales Promotion Message Appeal and Brand Ambassador Effects Toward Tokopedia’S Purchase Intention.” SIBATIK JOURNAL: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan, 2(2), 475–484, 2023. https://doi.org/10.54443/sibatik.v2i2.559
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Johanes Benjamin , Tangguh Okta Wibowo

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Penulis menyimpan hak cipta dan memberikan jurnal hak penerbitan pertama naskah secara simultan dengan lisensi di bawah Creative Common Attribution-ShareAlike 4.0 International (CC BY-SA 4.0) yang mengizinkan orang lain untuk berbagi pekerjaan dengan sebuah pernyataan kepenulisan pekerjaan dan penerbitan awal di jurnal ini. Penulis bisa memasukkan ke dalam penyusunan kontraktual tambahan terpisah untuk distribusi non ekslusif versi kaya terbitan jurnal (contoh: mempostingnya ke repositori institusional atau menerbitkannya dalam sebuah buku), dengan pengakuan penerbitan awalnya di jurnal ini.