Nilai-Tanda sebagai Jantung Makna Relasi Konsumen dan Merek

Authors

  • Bambang Sukma Wijaya Program Studi Ilmu Komunikasi, Universitas Bakrie
  • Faruk Tripoli Media and Cultural Studies, Universitas Gadjah Mada, Yogyakarta
  • Hermin Indah Wahyuni Department of Communication, Universitas Gadjah Mada, Yogyakarta

DOI:

https://doi.org/10.31315/jik.v17i2.3699

Keywords:

Relasi Konsumen dan Merek, Kajian-Kajian Budaya, Nilai-Tanda, Dimensi Simbolik

Abstract

Penelitian ini bertujuan untuk membahas konstelasi pembentukan relasi konsumen dan merek dalam dimensi simbolik. Metode yang digunakan adalah reflektivitas dan kajian literatur mendalam untuk mengonstruk teori merek Lury dan nilai-tanda Baudrillard atau konsep berkaitan dengan konteks isu yang dibahas. Hasil penelitian menunjukkan bahwa relasi konsumen dan merek terbentuk melalui proses penandaan (signifikansi). Merek merupakan institusi nilai-tanda yang menstimuli produksi dan konsumsi makna-makna simbolik oleh konsumen yang secara hasrati menciptakan berbagai kesenangan simbolik. Makna merek sering digunakan sebagai simbol gaya hidup tertentu, simbol kesuksesan, simbol kejantanan, simbol kepedulian sosial, simbol kekerenan dalam pergaulan, simbol percaya diri, simbol prestise, dan makna-makna simbolik lain. Merek menjadi obyek kenyamanan dan kesenangan individual yang secara terus-menerus direproduksi oleh konsumen melalui berbagai akrobat makna yang dikonstruknya. Penelitian ini juga menunjukkan relasi konsumen dan merek berkelindan dalam ruang-ruang simbolik perseptual konsumen melalui kekuasaan nilai-tanda yang terartikulasikan dalam berbagai kharisma. Nilai-tanda hadir untuk mengalienasi subyek dari obyek riil dan membiak di tataran pemaknaan konsumen. Kajian ini memberi implikasi bagi pengembangan teori komunikasi merek dari perspektif kajian-kajian budaya.

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Published

2020-09-02

Issue

Vol. 17 No. 2 (2019)

Section

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