skip to main content

DISTINCTIVE COLLECTIVIST IDENTITY ON DIGITAL ADS: HARI RAYA AND LEBARAN 2021

*Rustono Farady Marta orcid scopus publons  -  Communication Science Department, Universitas Bunda Mulia, Jakarta., Indonesia
Supina Supina  -  Hospitality and Tourism Department, Universitas Bunda Mulia, Jakarta., Indonesia
Sabrina Mohd Rashid  -  School of Multimedia Technology and Communication, Universiti Utara Malaysia, Kedah Darul Aman., Malaysia
Cut Meutia Karolina  -  Communication Science Department, Al-Azhar Indonesia University, Jakarta., Indonesia
Moazzam Naseer  -  Riphah Institute of Media Sciences, Riphah International University, Islamabad, Pakistan, Pakistan
Open Access Copyright 2022 Interaksi: Jurnal Ilmu Komunikasi under https://creativecommons.org/licenses/by-sa/4.0/.

Citation Format:
Abstract
Every family has a particular moment, especially in Malaysia and Indonesia, where the majority of the population is Muslim, where Eid al-Fitr has established a tradition for bringing family members closer together. Simply said, the tradition is known as "Hari Raya” whereas, in Indonesia, the term "Lebaran" is used. The year 2021 will be remembered for the social restraints put in place to prevent the spread of COVID-19. This study aims to capture this once-a-year event, which will then be interpreted using Oswald's Marketing Semiotics strategy to juxtapose the two digital advertising media on the Youtube Channel for cellular operator brands in each country in the Interpretivism Paradigm using a qualitative approach based on Hofstede's Cultural Dimension Theory. The Hari Raya 2021 Maxis advertisement symbolizes the State of Malaysia, while the 2021 Lebaran advertisement from the Indosat Ooredoo Provider represents the State of Indonesia, both of which are displayed in binary opposition. The study's findings reveal a consistent pattern in promoting the country's collectivist identity, with marketing distinctiveness arising from a variety of key components. The dominant color is green, which has a characteristic Malaysian Muslim nuance in its advertising storyline with the theme "Raya Si Sakan," which represents the Malaysian Cultural Dimension of Short-Term Orientation and Masculinity. In contrast to the majority of the color yellow, the title "Bulan yang Baik," reflects the warmth of friendship in terms of the identical dimensions of Indonesian culture, which tends towards long-term orientation and femininity in terms of the majority of the color yellow.

Note: This article has supplementary file(s).

Fulltext View|Download |  Research Instrument
TURNITIN CHECK 15%
Subject
Type Research Instrument
  Download (4MB)    Indexing metadata
 Research Instrument
Integrity Statement CIC ISKI 2021 (BMQGVG)
Subject
Type Research Instrument
  Download (131KB)    Indexing metadata
Keywords: Collectivist Identity; Cultural Dimension; Digital Ads; Distinctive; Eid Al-Fitr; Marketing Semiotics

Article Metrics:

  1. Abidin, Y. (2020). Pengantar Budaya Masyarakat Asia Tenggara. Lembaga Penerbitan UNAS
  2. Adhi Wiguna, B., Muhammad Setiadi, B., & Anarchia Ria Lay , D. (2021). Ekonomi versus Pemulihan Kesehatan: Telaah Rasionalitas Prioritas Kebijakan Pemerintah Indonesia dalam Krisis Pandemi Covid-19. Jurnal PolGov, 2(2), 407–445. https://doi.org/10.22146/polgov.v2i2.2103
  3. Angela, V., & Paramita, E. L. (2020). Pengaruh Lifestyle Dan Kualitas Produk Terhadap Keputusan Impulse Buying Konsumen Shopee Generasi Z. Jurnal Ekobis : Ekonomi Bisnis & Manajemen, 10(2), 248–262. https://doi.org/10.37932/j.e.v10i2.132
  4. Armia, C. (2002). Pengaruh Budaya Terhadap Efektivitas Organisasi: Dimensi Budaya Hofstede. Jurnal Akuntansi Dan Auditing Indonesia, 6(1), 103–117
  5. Arribathi, A. H., & Aini, Q. (2018). Mudik Dalam Perspektif Budaya Dan Agama (Kajian Realistis Perilaku Sumber Daya Manusia). CICES, 4(1), 45–52. https://doi.org/10.33050/cices.v4i1.475
  6. Astuti, R. (2018). Semiotika dalam Bidang Manajemen Pemasaran. Jurnal Manajemen Dan Kearifan Lokal Indonesia, 1(2), 116. https://doi.org/10.26805/jmkli.v1i2.13
  7. Bergman, D., Bethell, C., Gombojav, N., Hassink, S., & Stange, K. C. (2020). Physical distancing with social connectedness. Annals of Family Medicine. https://doi.org/10.1370/afm.2538
  8. Diamastuti, E., Nastiti, T. A., & Khoirina, M. M. (2020). The influence of hofstede’s cultural dimensions on corporate social responsibility implementation: a study on state-owned companies in Java, Indonesia. The Indonesian Accounting Review, 10(2), 117. https://doi.org/10.14414/tiar.v10i2.1843
  9. Fernando, J., Marta, R. F., & Hidayati, R. K. (2020). Reaktualisasi mahasiswa diaspora Indonesia dalam menjaga identitas budaya bangsa di Benua Australia. Jurnal Kajian Komunikasi, 8(2), 194–206. https://doi.org/https://doi.org/10.24198/jkk.v8i2.25219
  10. Finandari, D., & Wijayanto, T. (2017). Analisis Pengaruh Dimensi Budaya terhadap Niat melakukan Whistleblowing: Perbandingan antara Mahasiswa dan Engineer. Jurnal Teknosains, 6(1), 44. https://doi.org/10.22146/teknosains.27104
  11. Gandakusumah, B., & Marta, R. F. R. F. (2021). Visualisasi Elemen Pembentuk Consumer Brandscape Melalui Oposisi Biner Semiotika Pemasaran Xing Fu Tang (幸福堂) Dan Xi Bo Ba (喜悦). Jurnal Bahasa Rupa, 4(2), 167–176. https://doi.org/10.31598/bahasarupa.v4i2.808
  12. Harry, H., Marta, R. F., & Briandana, R. (2021). Memetakan Tautan Budaya Lasem melalui Dokumenter Net . Biro Jawa Tengah dan MetroTVNews. ProTVF, 5(2), 227–246. https://doi.org/https://doi.org/10.24198/ptvf.v5i2.33411
  13. Hofstede, G. (2011). Dimensionalizing Cultures: The Hofstede Model in Context. Online Readings in Psychology and Culture, 2(Dimensionalizing Cultures: The Hofstede Model in Context), 1–26
  14. Huang, Y.-H., Chen, W.-C., & Hsu, S.-C. (2021). Creative Design of Gaussian Sensor System with Encoding and Decoding. International Conference on Human-Computer Interaction, 12766, 385–395. https://doi.org/10.1007/978-3-030-78361-7_29
  15. Hudson, D. (2020). Interactive documentary at the intersection of performance and mediation: navigating ‘invisible’ histories and ‘inaudible’ stories in the United States. Studies in Documentary Film, 14(2), 128–146. https://doi.org/10.1080/17503280.2019.1678561
  16. Im3 Ooredoo. (2021). Bulan Yang Baik (feat. Sal Priadi)
  17. Indah, N., Sari, P., & Yuliawati, S. (2021). Penggambaran Maskulinitas Perempuan Dalam Film Aliens : Kajian Semiotika Description of Female ’ S Masculinity in Aliens Film : a Semiotics Study. Semiotika : Jurnal Komunikasi, 15(1), 78–84. https://doi.org/http://dx.doi.org/10.30813/s:jk.v15i1.2353
  18. indosatooredoo. (2021). Tentang Perusahaan Kami. Www.Indosatooredoo.Com. www.indosatooredoo.com
  19. Irawan, D. A. (2017). Expatriates Perceptions toward Hofstede’s Indonesia Cultural Dimensions. The Winners, 18(2), 83. https://doi.org/10.21512/tw.v18i2.3734
  20. Istianah, I. (2018). Shilaturrahim Sebagai Upaya Menyambungkan Tali yang Terputus. Riwayah : Jurnal Studi Hadis, 2(2), 199. https://doi.org/10.21043/riwayah.v2i2.3143
  21. Khairu Nissa, N., Nugraha, Y., Finola, C. F., Ernesto, A., Kanggrawan, J. I., & Suherman, A. L. (2020). Evaluasi Berbasis Data: Kebijakan Pembatasan Mobilitas Publik dalam Mitigasi Persebaran COVID-19 di Jakarta. Jurnal Sistem Cerdas, 3(2), 84–94. https://doi.org/10.37396/jsc.v3i2.77
  22. Latukolan, J. J., Marta, R. F., & Engliana, E. (2021). When Words Matter: Language Choices and Brand Building on Two Global Coffee Shop Retail Brands in Indonesia. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 4(2), 2899–2906. https://doi.org/10.33258/birci.v4i2.1974
  23. Lee, A. (2019). Siapa Itu Sal Priadi. USS FEED. https://www.ussfeed.com/siapa-itu-sal-priadi/
  24. Lestari, R., Septiarysa, L., Marta, R. F., Agung, H., & Murfianti, F. (2021). Digitizing the Meaning of Enthusiasm In #generasiberanipahit Through Morris Semiotics. Jurnal Kata: Penelitian Tentang Ilmu Bahasa Dan Sastra, 5(2), 297–309. https://doi.org/10.22216/kata.v5i2.456
  25. Liputan6.com. (2021, April). Jangan Langgar Larangan Mudik Lebaran 2021 Jika Tak Mau Kena Sederet Sanksi Ini. Liputan6.Com. https://www.liputan6.com/bisnis/read/4538015/jangan-langgar-larangan-mudik-lebaran-2021-jika-tak-mau-kena-sederet-sanksi-ini
  26. Lukitaningsih, A. (2013). Iklan yang Efektif sebagai Strategi Komunikasi Pemasaran. Jurnal Ekonomi Dan Kewirausahaan, 13(2), 116–129
  27. Maarif, N. N. (2018). Relasi Gender Feminin dan Cinderlla Complex dengan Motivasi mempertahankan Keutuhan Keluarga: Studi Kasus Korban KDRT di PPT Jawa Timur. Attaqwa: Jurnal Ilmu Pendidikan Islam, 14(2 SE-Articles). https://doi.org/10.5281/zenodo.3366738
  28. Marta, R. F., Prasetya, A. A., Laurensia, B., Stevani, S., & Syarnubi, K. L. (2020). Imbalance Identity in E-Sports News Intersectionality on Covid-19 Pandemic Situation. Jurnal ASPIKOM, 5(2), 206. https://doi.org/10.24329/aspikom.v5i2.769
  29. Marta, R. F., & Septyana, V. (2015). Semiotika Pemasaran pada Brand Value Melalui Sign Berupa Layout Berita dan Iklan Ibadah Haji (Studi Komparasi pada Harian Pos Kota dengan Rakyat Merdeka). Semiotika : Jurnal Komunikasi, 9(2), 482–508
  30. Maulana, R., & Supriatna, N. (2019). Ekofeminisme: Perempuan, Alam, Perlawanan atas Kuasa Patriarki dan Pembangunan Dunia (Wangari Maathai dan Green Belt Movement 1990-2004). Factum: Jurnal Sejarah Dan Pendidikan Sejarah, 8(2), 261–276. https://doi.org/10.17509/factum.v8i2.22156
  31. Maxis. (2021a). Maxis Iklan Raya 2021 | Raya Si Sakan #NikmatRayaBersama. Maxis. https://www.youtube.com/watch?v=3ZM0apf5GWk
  32. Maxis. (2021b). Together We Will Always be Ahead. Maxis.Com.My
  33. Ningsih, E. R., & Darmalaksana, W. (2018). Studi Explorasi Nilai Nilai Budaya dalam Konsep Relationship Marketing. MALIA: Journal of Islamic Banking and Finance, 2(1), 55. https://doi.org/10.21043/malia.v2i1.4761
  34. Oktafianto, I. (2021). Penggambaran Karakteristik Maskulinitas pada Produk " Extra Joss " dalam Iklan Televisi. Jurnal Ilmu Sosial Dan Ilmu Politik, 18(1)
  35. Oswald, L. R. (2012). Marketing Semiotics. Oxford University Press. https://doi.org/10.1093/acprof:osobl/9780199566495.001.0001
  36. Povera, A., Arumugam, T., & Ying, T. P. (2021, May). 200,000 defied travel ban to “balik kampung” for Hari Raya. New Straits Times
  37. Rohmawati, A., & Lailiyah, F. (2020). Analisis Isi Pesan Nilai Sosial dalam Iklan bukalapak.com Periode Bulan Januari 2017 - Bulan April 2018. Jurnal Pawitra Komunika, 1(1), 1–10
  38. Sampurna, A., Tandian, M., Huang, V., Florescia Simanjuntak, R., & Marta, R. F. (2020). Implementasi Total Branding dalam Perspektif Semiotika Pemasaran. CoverAge: Journal of Strategic Communication, 10(2), 59–73. https://doi.org/10.35814/coverage.v10i2.1384
  39. Sastika, W. (2018). Analisis Kualitas Layanan dengan Menggunakan E-Service Quality untuk Mengetahui Kepuasan Pelanggan Belanja Online Shopee. Journals.Upi-Yai.Ac.Id, 2, 6
  40. Septarini, B. G., & Yuwono, I. (2003). Kompetensi Inti Pada Kelompok Lini Manajerial Pt Semen Gresik ( Persero ) Tbk . Insan Media Psikologi, 1–14
  41. Septiarysa, L., Marta, R. F., & Agung, H. (2021). Anotasi Rasa Empati selama Pandemi COVID-19 pada Konten Digital Pariwara Youtube Rosalia Indah. Jurnal Komunikasi Profesional, 5(5), 451–468. https://doi.org/https://doi.org/10.25139/jkp.v5i5.4125
  42. Sihombing, O. S., & Pongtuluran D., F. (2013). Pengidentifikasian Dimensi-dimensi Budaya Indonesia: Pengembangan Skala dan Validasi. Journal of. Internet Banking and Commerce, 1–16
  43. Sondakh, & Cinthia, P. (2014). Maskulinitas di Majalah Pria: Studi Semiotika Terhadap Rubrik Rupa di Majalah Men’s Health Indonesia. Jurnal E-Komunikasi, 2(2), 1–12
  44. Thomas, P. A., Liu, H., & Umberson, D. (2017). Family Relationships and Well-Being. Innovation in Aging, 1(3), 1–11. https://doi.org/10.1093/geroni/igx025
  45. Tjajadi, O. P., Marta, R. F., & Engliana, E. (2021). Women’s Resistance on Instagram Account @singlemomsindonesia. JHSS Journal of Humanities and Social Studies, 5(2), 111–115. https://doi.org/https://doi.org/10.33751/jhss.v5i2.3710
  46. Widyatama, R. (2007). Pengantar Periklanan. Pustaka Book Publisher
  47. Wijayaningtyas, M. (2017). Pengaruh Mediasi Sikap Generasi Y terhadap niat Beli Rumah Ramah Lingkungan. Jurnal Manajemen Dan Kearifan Lokal Indonesia, 1(2), 71. https://doi.org/10.26805/jmkli.v1i2.7

Last update:

No citation recorded.

Last update: 2024-03-28 04:08:13

No citation recorded.