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I ANALSIS SEMIOTIKA PERSONAL BRANDING HARY TANOE ANALSIS SEMIOTIKA PERSONAL BRANDING HARY TANOE SOEDIBJO DALAM IKLAN PARTAI PERINDO VERSI SIAPAKAH INDONESIA SKRIPSI OLEH : YULIA KARTIKA BUDI LESTARI G.331.08.0008 PROGRAM STUDI S1-ILMU KOMUNIKASI JURUSAN ILMU KOMUNIKASI FAKULTAS TEKNOLOGI INFORMASI DAN KOMUNIKASI UNIVERSITAS SEMARANG 2016 i LEMBAR PERSETUJUAN SKRIPSI DENGAN JUDUL ANALISIS SEMIOTIKA PERSONAL BRANDING HARY TANOESOEDIBJO DALAM IKLAN PARTAI PERINDO VERSI SIAPAKAH INDONESIA OLEH NAMA : YULIA KARTIKA BUDI LESTARI NIM : G. 331. 08. 0008 DISUSUN DALAM RANGKA MEMENUHI SYARAT GUNA MEMPEROLEH GELAR SARJANA ILMU KOMUNIKASI (S.I.Kom) PROGRAM STUDI S1-ILMU KOMUNIKASI JURUSAN ILMU KOMUNIKASI FAKULTAS TEKNOLOGI INFORMASI DAN KOMUNIKASI UNIVERSITAS SEMARANG TELAH DIPERIKSA DAN DISETUJUI SEMARANG, 24 AGUSTUS 2016 ii LEMBAR PENGESAHAN SKRIPSI DENGAN JUDUL ANALSIS SEMIOTIKA PERSONAL BRANDING HARY TANOESOEDIBJO DALAM IKLAN PARTAI PERINDO VERSI SIAPAKAH INDONESIA OLEH : NAMA : YULIA KARTIKA BUDI LESTARI NIM : G. 331. 08. 0008 SKRIPSI INI TELAH DIUJIKAN DAN DIPERTAHANKAN DIHADAPAN DEWAN PENGUJI PADA SIDANG SKRIPSI TANGGAL 1 September 2016 DAN DINYATAKAN LULUS MEMPEROLEH GELAR SARJANA ILMU KOMUNIKASI (S.I.Kom) SEMARANG, 5 September 2016 iii SURAT PERNYATAAN KEASLIAN SKRIPSI Yang bertanda tangan di bawah ini : Nama : Yulia Kartika Budi Lestari NIM : G.331.08.0008 Jurusan : ILMU KOMUNIKASI Fakultas : Teknologi Informas dan Komunikasi Menyatakan dengan sesungguhnya, bahwa skripsi saya yang berjudul “ANALISIS SEMIOTIKA PERSONAL BRANDING HARY TANOESOEDIBJO DALAM IKLAN PARTAI PERINDO VERSI SIAPAKAH INDONESIA” adalah hasil karya pribadi dan bukan mencotoh ( plagiat ) skripsi orang lain. Hal-hal yang bukan karya saya, dalam skripsi ini ditunjukkan dalam daftar pustaka. Apabila dikemudian hari terbukti pernyataan saya tidak benar, maka sepenuhnya menjadi tanggung jawab penulis. Semarang, 5 September 2016 Yulia Kartika Budi Lestari iv KATA PENGANTAR Puji syukur penulis panjatkan kehadirat Allah SWT, karena penulis telah menyelesaikan skripsi dengan judul “ANALSIS SEMIOTIKA PERSONAL BRANDING HARY TANOE SOEDIBJO DALAM IKLAN PARTAI PERINDO VERSI SIAPAKAH INDONESIA” Dalam penyusunan proposal ini,tidak sedikit hambatan yang penulis hadapi. Namun penulis menyadari bahwa kelancaran dalam penyusunan proposal ini tidak lain berkat bantuan,dorongan dan bimbingan banyak pihak sehingga kendala yang dihadapi dapat teratasi. Oleh karena itu penulis mengucapkan terimakasih kepada : 1. Bapak M.Chairul Latief, M.Si Selaku Dosen Wali. 2. Bapak Drs. Gunawan Witjaksana, M.Si Selaku pembimbing Utama penyusunan skripsi. 3. Ibu Gita Aprinta E.B,S.Sos,M.Si Selaku pembimbing kedua penyusunan skripsi. 4. Bapak Fajriannoor Fanani,S.Sos,M.Ikom Selaku Ketua Jurusan Ilmu Komunikasi Universitas Semarang dan selaku anggota penguji ujian skripsi. 5. Orang tua, Kakak, Adik yang telah memberi dukungan moril maupun materiil sehingga terselesainya proposal ini. 6. Suami serta anak-anak tercinta yang senantiasa mengerti dan mendukung dengan penuh kasih sayang. v 7. Serta pihak-pihak yang tidak bisa saya sebutkan satu persatu, yang langsung maupun tidak langsung telah membantu dalam menyelesaikan skripsi ini. Akhir kata,dalam penyusunan skripsi ini penulis masih membutuhkan banyak koreksi berupa kritik dan saran yang membangun, sehingga apa yang disampaikan dapat bermanfaat bagi penulis dan siapa saja yang hendak memerlukannya. Semarang, September 2016 Penulis vi DAFTAR ISI HALAMAN JUDUL i LEMBAR PERSETUJUAN ii LEMBAR PENGESAHAN iii PERNYATAAN iv KATA PENGANTAR v DAFTAR ISI vii DAFTAR TABEL ix DAFTAR GAMBAR x ABSTRAK xi BAB I PENDAHULUAN 1.1 Latar Belakang 1 1.2 Perumusan Masalah 6 1.3 Tujuan Penelitian 6 1.4 Manfaat Penelitian 7 1.4.1 Manfaat teoritis 7 1.4.2 Manfaat Praktis 7 BAB II KAJIAN TEORI 2.1 Teori Semiotika Menurut Charles Sanders Pierce 8 2.2 Iklan dan Iklan Politik 12 2.2.1 Iklan 12 2.2.2 Iklan Politik 13 vii 2.3 Personal Branding 15 2.3 Kerangka Berfikir 24 BAB III METODE PENELITIAN 3.1 Bentuk dan Strategi Penelitian 26 3.2 Data dan sumber Data 26 3.2.1 Data Primer 26 3.2.2 Data Sekunder 27 3.3 Teknik Sampling 27 3.4 Teknik pengumpulan data 31 3.4.1 Observasi Nonpartisipan 31 3.4.2 Studi Pustaka 31 3.5 Validitas Data 32 3.6 Teknik Analisia Data 32 BAB IV HASIL PENELITIAN DAN PEMBAHASAN 4.1 Gambaran Umum Partai Perindo 34 4.1.1 Sejarah Berdirinya Partai Perindo 34 4.1.2 Visi Misi Partai Perindo 35 4.1.3 Struktur Organisasi Partai Perindo 36 4.2 Profile Hary Tanoesoedibjo 38 4.3 Hasil Penelitian 42 4.3.1 Iklan Partai Perindo versi “Siapakah Indonesia” 42 4.3.2 Deskripsi pemaknaan personal branding Hary Tanoe 45 4.4 Pembahasan 63 BAB V KESIMPULAN DAN SARAN 5.1 Kesimpulan 68 5.2 Implikasi 69 5.2.1 Teoritis 69 5.2.1 Metodologis 69 5.2.1 Praktis 69 5.3 Saran 70 DAFTAR PUSTAKA 71 viii DAFTAR GAMBAR Gambar 2.1 Segitiga Makna C.S.Pierce 11 Gambar 2.2 Kerangka Berfikir 24 Gambar 4.1 Logo Partai Perindo 34 Gambar 4.2 Foto Hary Tanoesoedibjo 38 Gambar 4.3 Siapakah Indonesia 42 Gambar 4.4 Banyaknya suku bangsa di Indonesia 43 Gambar 4.5 Ungkapan Mereka yang tulus mencintai negeri ini 44 Gambar 4.6 Hary Tanoe Diantara kerumunan orang 45 ix DAFTAR TABEL Tabel 1. Scene Iklan 28 Tabel 2. Susunan Dewan Pimpinan Pusat Perindo 36 Tabel 3. Visualialisasi Iklan Suku, Agama, dan Status Sosial 46 Tabel 4. Diskripsi Analisis Data 56 x ABSTRACT Lestari,Yulia Kartika Budi. G.331.08.0008. The Semiotic Analysis Personal Branding of Harry Tanoesudibjo in Perindo Party Advertising “Who’s Indonesia” Version. Department of Communication Science. Faculty of Information and Communication Technology. University of Semarang. This research aims to determine and describe the interpretation of personal branding of Harry Tanoesoedibjo in Perindo party advertising “Who’s Indonesia” version. This research was conducted by using observation and literature study with qualitative research method. Sampling technique purposive sampling was used in this research. The semiotics theory by Charles Sanders Pierce was used as the basic theory, such as the sign, the object sign, the interpretant to interpret personal branding of Harry Tanoesoedibjo in Perindo party advertising “Who’s Indonesia” version. The result of this study showed that the whole advertisement contain of The Law of Specialization in personal branding aspect, The Law of Leadership in personal branding aspect, the Law of personality in personal branding aspect, and the law of Goodwill in personal branding aspect. In that advertisement, the figure of Harry Tanoesudibjo was described as a sincere, care, and responsible future leader in increasing the prestige of Indonesia in the world without discriminate the race, religion, or background. xii ABSTRAK Yulia Kartika Budi Lestari, G.331.08.0008. Analisis Semiotika Personal Branding Hary Tanoe Soedibjo Dalam Iklan Partai Perindo Versi “Siapakah Indonesia”. Program studi Ilmu Komunikasi Fakultas Teknologi Informasi dan Komunikasi Universitas Semarang. Penelitian ini bertujuan untuk mengetahui dan mendiskripsikan interpretasi personal branding Hary Tanoesoedibjo dalam iklan partai perindo versi “Siapakah Indonesia”. Penelitian ini dilakukan dengan cara observasi dan studi pustaka dengan menggunakan metode penelitian kualitatif. Penelitian ini menggunakan teknik sampling purposive sampling. Teori yang menjadi pijakan adalah teori semiotika Charles Sanders Pierce yaitu, Tanda (sign), Objek tanda, dan pengguna tanda (Interpretant) guna menginterpretasikan personal branding Hary Tanoesoedibjo dalam iklan partai perindo versi siapakah Indonesia. Hasil penelitian ini menemukan bahwa secara keseluhuran iklan ini mengandung aspek personal branding The Law of Specialization,aspek personal branding The Law of Leadership, Aspek personal branding The law of Personality,dan Aspek personal branding The Law of Goodwill. Sosok Hary Tanoesoedibjo yang digambarkan sebagai seorang pemimpin masa depan yang perduli, tulus , dan akan bekerja secara nyata mencintai Indonesia tanpa memandang suku, agama,dan latar belakang untuk menjadikan Indonesia lebih sejahtera. xi 1 BAB I PENDAHULUAN 1.1 Latar Belakang Masalah Brand merupakan salah satu kata yang populer dan sering digunakan oleh orang saat ini. Beberapa orang menganggap brand sebagai nama sebuah produk namun brand bukan sebatas nama sebuah produk. Brand adalah visi di balik suatu nama yang mendorong terciptanya barang dan jasa. Brand tidak hanya dimiliki oleh perusahaan,setiap orang juga memiliki brand yang disebut personal brand.Personal Branding adalah sesuatu tentang bagaimana mengambil kendali atas penilaian orang lain terhadap anda sebelum ada pertemuan langsung dengan anda. (Montoya & Vandehey, 2008). Hary Tanoesoedibjo pemilik media yang terbesar di indonesia baru-baru ini ikut terjun di dunia politik indonesia dengan mendirikan partai perindo. Hary Tanoe rajin memproklamasikan dirinya lewat media- media yang dikuasainya. Dengan kekayaan yang dimilikinya sangat mudah baginya untuk menancapkan superioritasnya di dunia politik. Melalui iklan politiknya Hary Tanoe bertujuan untuk memberikan informasi sebanyak-banyaknya tentang calon kandidat (dirinya) dan isu- isu positifnya untuk mempengaruhi persepsi masyarakat tentang dirinya.Sebutan sebagai “Rajanya Media” di Indonesia tentu sangat memberi keuntungan banginya untuk dapat mempromosikan iklan politik. 2 Semua iklan politiknya dapat dilihat di media-media elektronik seperti RCTI, Global TV, MNC TV, dan lain-lain.Dikenalnya Hary Tanoe di media massa bersamaan dengan intensitas munculnya iklan politiknya, sedikit banyak telah menjadikan dia sebagai figur atau pusat perhatian
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