Startup strategies in building brand awareness: (Roland Barthes' semiotic analysis of Korean drama Start-Up)

Bella Amalia; Anggun Nadia Fatimah; Menati Fajar Rizki; Wina Puspita Sari; Qoryna Noer Seyma El Farabi

doi:10.55942/pssj.v5i5.379

Authors

Bella Amalia Universitas Negeri Jakarta https://orcid.org/0009-0004-2703-454X
Anggun Nadia Fatimah Universitas Negeri Jakarta https://orcid.org/0000-0002-4347-9619
Menati Fajar Rizki Universitas Negeri Jakarta https://orcid.org/0009-0008-5139-8983
Wina Puspita Sari Universitas Negeri Jakarta https://orcid.org/0000-0002-6297-0294
Qoryna Noer Seyma El Farabi Universitas Negeri Jakarta https://orcid.org/0009-0005-5545-8056

DOI:

https://doi.org/10.55942/pssj.v5i5.379

Keywords:

Startups, Brand awareness, AIDA model, Roland Barthes semiotics, Korean drama

Abstract

Digital technology development has driven the rapid growth of startups in Indonesia. In increasingly fierce competition, brand awareness strategies are key to strengthening identity and attracting the attention of the public and investors. One way to understand and inspire this strategy is through the analysis of representations in popular media, such as Korean dramas, which have broad appeal and influence. This study aims to analyze Samsan Tech's brand awareness strategy in Start-Up dramas using the Attention, Interest, Desire, Action (AIDA) model, as well as examine its symbolic meaning through Roland Barthes' semiotics. This study uses a qualitative approach with content analysis and semiotics methods to explore the meaning of denotative, connotative, and mythical. Data were collected through observation and scene documentation featuring brand awareness strategies, and supported by literature reviews related to AIDA models and startup communication strategies. The results show that Samsan Tech applied the AIDA model by attracting attention through competition, building interest through product presentations, creating desires through relationships with public figures and business projections, and encouraging action through cooperation with large investors. Barthes' analysis reveals symbolic meanings, such as entrepreneurial spirit, team collaboration, and the struggle to face business challenges. This study shows that popular dramas can represent an inspiring business strategy and shape the public perception of startups.

Author Biographies

Bella Amalia, Universitas Negeri Jakarta

Bella Amalia is a student at the Department of Public Relations and Digital Communication, Faculty of Social Sciences and Law, State University of Jakarta since 2021. In addition to being an active student in lectures, Bella is also active in organizational activities, namely the Study Program Student Representative Council as a supervisory commission for one year. In addition, she is also actively participating in internship programs at government agencies and private companies. In government institutions, Bella interned for 5 months at the Ministry of Transportation as a public relations staff in the Communication and Public Information Bureau. Meanwhile, in a private company, she interned for 5 months at PT. Spectrum Krisindo Elektrika as a Digital Marketing Communication staff. In the end, Bella was able to complete this level of lectures in 2025.

Anggun Nadia Fatimah, Universitas Negeri Jakarta

Anggun Nadia Fatimah, M.Si. is a lecturer at the Department of Public Relations and Digital Communication, Faculty of Social Sciences, State University of Jakarta. She completed her undergraduate education in Communication Studies in 2013 and earned a Master of Science in Communication Studies from the University of Indonesia in 2020. The areas of expertise included digital communication, digital media, digital culture, and virtual learning communities. In teaching activities, she teaches a number of courses such as Personality Development, Communication Psychology, English for Public Relations, Introduction to Advertising, Basic English, Collaboration, Introduction to Scientific Writing, and Intercultural Communication. Her commitment to the world of education is reflected in his dedication in guiding students to understand the dynamics of communication in the digital era in a critical and applicable manner.

Menati Fajar Rizki, Universitas Negeri Jakarta

Menati Fajar Rizki, M.I.Kom. is a lecturer at the Department of Public Relations and Digital Communication, Faculty of Social Sciences, State University of Jakarta. She obtained her bachelor's degree in Public Relations from Budi Luhur University, Jakarta, in 2011, and continued her postgraduate education at the same university with a concentration in Marketing Communication, and earned a Master's degree in Communication Science in 2018. The areas of expertise pursued include communication, marketing communication, and public relations. In teaching activities, she teaches several courses such as Business Communication, PR Statistics, Interviewing, PR Marketing, and Entrepreneurship. With her academic and practical background, Menati Fajar Rizki focuses on developing student competencies in the field of strategic communication and marketing that are adaptive to the times.

Wina Puspita Sari, Universitas Negeri Jakarta

Wina Puspita Sari, S.Sos., M.Si. is a lecturer at the Department of Public Relations and Digital Communication, Faculty of Social Sciences, State University of Jakarta. She completed her undergraduate education in Communication Studies at Budi Luhur University, Jakarta, in 2003, and continued her master's studies in Communication Studies at the University of Indonesia which she completed in 2007. Her areas of expertise are public relations and communication. In teaching activities, he teaches several courses such as Public Relations, Public Relations Planning, Interpersonal Communication, Public Relations Management, and Public Relations Campaigns. Wina Puspita Sari is known as a teacher who is committed to equipping students with a conceptual and practical understanding of communication strategies and the important role of public relations in building the image and reputation of the organization.

Qoryna Noer Seyma El Farabi, Universitas Negeri Jakarta

Qoryna Noer Seyma El Farabi, S.I.Kom., M.Si. is a lecturer at the Department of Public Relations and Digital Communication Study Program, Faculty of Social Sciences, State University of Jakarta (UNJ). She has expertise in photography, videography, and communication sciences, and actively contributes to academic activities and student organizations. As the coach of the Student Government Organization in the study program, Qoryna plays an important role in guiding and supporting the development of student leadership.

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