Priviet Social Sciences Journal

Startup strategies in building brand awareness

by Bella Amalia ORCID , Anggun Nadia Fatimah ORCID , Menati Fajar Rizki ORCID , Wina Puspita Sari ORCID , Qoryna Noer Seyma El Farabi ORCID
Vol. 5 No. 5 (2025): May 2025

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.

References

  1. Aditya, R. (2022). Sinopsis Start Up, Drakor Bertajuk Perjuangan Meraih Mimpi dan Cinta Sejati. Suara.com. https://www.suara.com/entertainment/2022/03/14/111136/sinopsis-start-up-drakor-bertajuk-perjuangan-meraih-mimpi-dan-cinta-sejati?page=all
  2. Affandi, I., Farhan, F., Saragih, D. M., & Harahap, L. M. (2025). Peranan inovasi untuk memajukan bisnis start-up dalam kegiatan perekonomian di Indonesia. Jurnal Manajemen Bisnis Digital Terkini, 2(2), 1–8. https://ejournal.arimbi.or.id/index.php/JUMBIDTER/article/view/488
  3. Andarini, K., & Saksono, P. B. (2022). Proposed marketing strategy to increase brand awareness of TMO. International Journal of Current Science Research and Review, 5(10), 3067–3076. https://doi.org/10.47191/ijcsrr/V5-i10-32
  4. Angraini, R., Arifin, K., & Gunawan. (2023). Digital advertising Mamaguru sebagai startup parenting dalam membangun brand awareness melalui media sosial Instagram. Hybrid Advertising Journal: Publication for Advertising Studies, 2(1), 34–44. https://journal.moestopo.ac.id/index.php/hybrid_ad/article/view/3193
  5. Aziz, S. A., & Albari. (2023). Pengaruh kepercayaan merek dan nilai yang dirasakan terhadap preferensi merek dan niat beli ponsel merek Samsung di Indonesia. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 2(1), 156–168. https://journal.uii.ac.id/selma/article/view/27952
  6. Azizi, M. A. (2023). Teori komunikasi utopia sebagai model kehidupan masyarakat masa depan yang tanpa masalah. Ameena Journal, 1(1), 1–12. https://ejournal.ymal.or.id/index.php/aij/article/view/1
  7. Belch, G. E., & Belch, M. A. (2018). Advertising and promotion: An integrated marketing communications perspective. McGraw-Hill. https://thuvienso.hoasen.edu.vn/handle/123456789/8039
  8. Chai, V. M., & Aulia, S. (2024). Peran TikTok Affiliate sebagai strategi membangun brand awareness Shop Kukai. Prologia, 8(1), 220–229. https://doi.org/10.24912/pr.v8i1.27653
  9. Chamid, A. (2024). Public relations strategy in building brand awareness: A case study of KDS. eCo-Buss: Economics and Business, 7(2), 1202–1213. https://doi.org/10.32877/eb.v7i2.1731
  10. Chandra, S. V., & Sari, W. P. (2022). Analisis komunikasi pemasaran dalam pengembangan brand melalui perspektif teori AIDA (Studi kasus Hotel Harper Cikarang). Kiwari, 1(2), 370–376. https://doi.org/10.24912/ki.v1i1.15714
  11. Citraningsih, D., & Noviandari, H. (2022). Interaksionisme simbolik: Peran kepemimpinan dalam pengambilan keputusan. Social Science Studies, 2(1), 72–86. https://doi.org/10.47153/sss21.3152022
  12. Cornelissen, J. (2023). Corporate communication: A guide to theory and practice (7th ed.). SAGE Publications. https://uk.sagepub.com/en-gb/eur/corporate-communication/book281413
  13. Damar, A. M. (2021). Ruangguru hadirkan inovasi baru di fitur Roboguru. Liputan6. https://www.liputan6.com/tekno/read/4489532/ruangguru-hadirkan-inovasi-baru-di-fitur-roboguru
  14. Dandiapuri, A., Priminingtyas, D. N., & Faizal, F. (2024). Pengaruh Promosi Dan Brand Trust Terhadap Keputusan Pembelian Produk Sayur Dan Buah Online Menggunakan Aisas (Attention, Interest, Search, Action, Share) Model. Jurnal Ekonomi Pertanian Dan Agribisnis, 8(2), 532–543. https://jepa.ub.ac.id/index.php/jepa/article/view/2375
  15. Dewi, N. E., Lesmana, F., & Tjahyana, L. J. (2022). Value iklan Gojek “Jangan Sepelekan Kekuatan dari Sebuah Jempol” di Instagram. Jurnal e-Komunikasi, 10(2), 1–12. https://publication.petra.ac.id/index.php/ilmu-komunikasi/article/view/13196
  16. Erlangga, C. Y., Gogali, V. A., & Utomo, I. W. (2024). Analisis penerapan model AIDA (Attention, Interest, Desire, Action) pada iklan susu Ultra versi Sheila On 7. Nivedana: Journal of Communication and Language, 5(2). https://doi.org/10.53565/nivedana.v5i2.1234
  17. Fadly, A. (2024). Strategi legitimasi diskursif dalam opini media massa nasional. Pena Literasi, 7(2), 242–255. https://jurnal.umj.ac.id/index.php/penaliterasi/article/view/24758
  18. Fannani, S. I., Najib, M., & Sarma, M. (2020). the Effect of Social Media Toward Organic Food Literacy and Purchase Intention With Aisas Model. Jurnal Manajemen Dan Agribisnis, 17(3), 285–293. https://doi.org/10.17358/jma.17.3.285
  19. Fatimah, A. N. (2025). Learning through digital media: Opportunities and challenges among Indonesian citizens. In A. Ali, I. Mustadi, & A. P. Sari (Eds.), Proceedings of the 5th Annual Civic Education Conference (5th ACEC 2024). Atlantis Press. https://doi.org/10.2991/978-2-38476-372-6_4
  20. Fatimah, A. N., & Irwansyah. (2020). Indonesian version of FASER LX scale to measure Learner Experience: A validation study. E3S Web of Conferences, 211, 1–10. https://doi.org/10.1051/e3sconf/202021101013
  21. Fatimah, A. N., Kholik, A., Sari, W. P., Alfat, R. R., & Sitorus, P. Y. (2023). Peran dan fungsi praktisi hubungan masyarakat di organisasi nirlaba. INNOVATIVE: Journal of Social Science Research, 3(6), 1508–1527. https://j-innovative.org/index.php/Innovative/article/view/445
  22. Fatimah, A.N., Sari, W.P., Kholik, A. (2024). Public Relations Roles and Functions in Government, Corporate, and Civil Society Organizations. In: Khamis, R., Buallay, A. (eds) AI in Business: Opportunities and Limitations, 505-516. Studies in Systems, Decision and Control, vol 516. Springer, Cham. https://doi.org/10.1007/978-3-031-49544-1_46
  23. Hafizah, N., Fatimah, A. N., & Rizki, M. F. (2024). Komunikasi persuasif terkait kesadaran kesehatan mental dalam series “Daily Dose of Sunshine”: Analisis semiotik Ferdinand De Saussure. Dawatuna: Journal of Communication and Islamic Broadcasting, 4(4), 1655–1666. https://doi.org/10.47467/dawatuna.v4i4.3065
  24. Hayes, A. (2022). Venture philanthropy: What it means, how it works, origins. Investopedia. https://www.investopedia.com/terms/v/venture-philanthropy.asp
  25. Imanda, B. C. (2020). Sinopsis drakor Start-Up, mimpi Bae Suzy menjadi Steve Jobs dari Korea. Kompas.com. https://www.kompas.com/hype/read/2020/10/19/161634766/sinopsis-drakor-start-up-mimpi-bae-suzy-menjadi-steve-jobs-dari-korea?page=all
  26. Ivena, A. B., & Natalia, E. C. (2023). Kopiko product placement in Korean drama on brand awareness. Communicare: Journal of Communication Studies, 10(1), 22–41. https://doi.org/10.37535/101010120233
  27. Kapanlagi.com. (2023). Sinopsis Drama Korea START UP yang fenomenal - Bikin penonton terbagi dua kubu, wajib ditonton. Kapanlagi.com. https://www.kapanlagi.com/korea/sinopsis-drama-korea-start-up-yang-fenomenal-sampai-bikin-penonton-terbagi-dua-kubu-wajib-ditonton-d35e51.html
  28. Karim, M. S., Agustini, A., & Setiawan, K. (2024). Pengaruh kredibilitas sumber konten YouTube kegiatan santri terhadap relevansi minat untuk subscribe. Karimah Tauhid, 3(1), 1–12. https://doi.org/10.30997/karimahtauhid.v3i1.11630
  29. Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
  30. Krisdiana, K. N., Alisa, S. N., Nurafan, M. S., Wulandari, S. S., & Artanti, Y. (2025). Membangun keunggulan bersaing dengan inovasi dan orientasi kewirausahaan: A systematic literature review. Management Studies and Entrepreneurship Journal (MSEJ), 6(3), 2748–2757. https://journal.yrpipku.com/index.php/msej/article/view/7506
  31. Kurniawan, K. J., Wahyudi, R., & Hellyani, C. A. (2023). Pengaruh brand awareness dan brand image terhadap keputusan pembelian produk Mixue di Kota Malang. JRIME: Jurnal Riset Manajemen dan Ekonomi, 1(3), 231–242. https://doi.org/10.54066/jrime-itb.v1i3.434
  32. Md Saad, N. H., & Yaacob, Z. (2021). Building a personal brand as a CEO: A case study of Vivy Yusof, the cofounder of FashionValet and the dUCk Group. SAGE Open, 11(3), 1-12. https://doi.org/10.1177/21582440211030274
  33. Meilisa, N. S., & Julianto, E. N. (2025). Analisis framing pemberitaan Metro TV (Studi kasus: Kontroversi PSSI pecat Shin Tae-Yong). Media Bina Ilmiah, 19(7), 5203–5214. https://binapatria.id/index.php/MBI/article/view/1169
  34. Mekarisce, A. A. (2020). Teknik pemeriksaan keabsahan data pada penelitian kualitatif di bidang kesehatan masyarakat. Jurnal Ilmiah Kesehatan Masyarakat, 12(3), 145-151. https://doi.org/10.52022/jikm.v12i3.102
  35. Meodia, A. (2020). Kisah di balik "otak" Nodeflux, startup AI anak bangsa yang mendunia. ANTARA News. https://sulteng.antaranews.com/berita/135802/kisah-di-balik-otak-nodeflux-startup-ai-anak-bangsa-mendunia
  36. Musliadi, M., Wahyudi, R. F., & Muhlis, M. (2025). Bahasa visual dalam iklan digital: Studi semiotika pada platform media sosial. Retorika: Jurnal Kajian Komunikasi dan Penyiaran Islam, 7(1), 27-39. https://doi.org/10.47435/retorika.v3i1.577
  37. Nariswari, M. N., Wijayanto, R., & Ariani, M. (2025). Pengaruh kepemilikan institusional, struktur modal, dan pengungkapan sustainability report terhadap nilai perusahaan. Economic Reviews Journal, 4(2), 440–451. https://doi.org/10.56709/mrj.v4i2.673
  38. Nurhalim, A. D. (2021). Peran iklan terhadap perilaku konsumen: Kampanye iklan Gojek terhadap perilaku konsumen di Kota Tangerang. Jurnal Ekombis, 7(1), 12–26. https://doi.org/10.35308/ekombis.v0i0.3172
  39. Nurlaila, A., Setyowati, Y., & Duwila, S. A. Y. P. S. (2024). Signs and connotative meanings of Korean drama scenes Start-Up. Intertwine: Journal of English Language, Literary, and Cultural Studies, 2(2), 66–80. https://ejournal.unitomo.ac.id/index.php/int/article/view/8625
  40. Oldisan, D., Priadi, M. D., Hartono, Y., Jufri, Y., & Putra, S. (2025). Efektivitas pemasaran media sosial dalam meningkatkan kesadaran merek: Studi kasus pada startup di Indonesia. Jurnal Review Pendidikan dan Pengajaran, 8(1), 2038–2043. https://doi.org/10.31004/jrpp.v8i1.42335
  41. Park, J. H., Kim, K. A., & Lee, Y. (2023). Netflix and platform imperialism: How Netflix alters the ecology of the Korean TV drama industry. International Journal of Communication, 17, 72–91. https://ijoc.org/index.php/ijoc/article/view/18468
  42. Permana, A. (2022). Wakili Indonesia, Startup Binaan ITB Karla Bionics Menang Kompetisi Internasional CYBATHLON Challenges 2022. Institut Teknologi Bandung. https://itb.ac.id/berita/detail/58685/wakili-indonesia-startup-binaan-itb-karla-bionics-menang-kompetisi-internasional-cybathlon-challenges-2022
  43. Prabowo, H. H. S. (2025). Implementasi visual storytelling pada film “The Secret Life of Walter Mitty” dalam pengembangan produk audio-visual sebagai strategi pemasaran di Desa Wisata Dukuh Pakel Karanganyar. Journal of Innovation Research and Knowledge, 4(10), 8019–8032. https://doi.org/10.53625/jirk.v4i10.9959
  44. Pragma Integra. (2024). Institutional theory dalam tata kelola perusahaan: Perspektif legitimasi dan keberlanjutan. Pragmaintegra.com. https://pragmaintegra.com/institutional-theory-dalam-tata-kelola-perusahaan-perspektif-legitimasi-dan-keberlanjutan/
  45. Prasetya, L. T. (2022). Representasi kelas sosial dalam film Gundala (Analisis semiotika Roland Barthes). Jurnal Audiens, 3(3), 91-105. https://doi.org/10.18196/jas.v3i3.12697
  46. Prima, E. (2023, Januari 12). Antler ajak startup tahap awal Indonesia raih pendanaan Rp 1,9 miliar. Tempo.co. https://www.tempo.co/digital/antler-ajak-startup-tahap-awal-indonesia-raih-pendanaan-rp-1-9-miliar-142559
  47. Ramadhani, A. D., Triyanto, A., & Muhammad, I. F. (2019). The effect of e-marketing with AISAS model (Attention, Interest, Search, Action, Share) on investment decisions in fintech syariah. Jurnal Ekonomi dan Perbankan Syariah, 7(2), 47–57. https://journal.sebi.ac.id/index.php/jeps/article/view/114
  48. Sagita, S., Sari, W. P., & Fatimah, A. N. (2024). Pengaruh brand ambassador Red Velvet dalam iklan “My Beauty My Rule” terhadap brand image Azarine Cosmetic (Survei pada followers Instagram @Azarinecosmeticofficial periode Maret 2024). PROMEDIA (Public Relation dan Media Komunikasi), 10(1), 37–56. https://doi.org/10.52447/promedia.v10i1.7493
  49. Salsabila, J. A., Ali, S., & Septiani, W. (2025). Measuring the Green Advertising Effectiveness of Cosmetic Products Using the AISAS Model. 3(1), 323–335. https://risetpress.com/index.php/jbmed/article/view/1400
  50. Saputri, S. D., Riorini, S. V., & Nabila, L. B. (2023). The influence of the boy band BTS as brand ambassador on purchase intention mediated by brand image and brand awareness Tokopedia in Indonesia. Jurnal Multidisiplin Indonesia, 2(12), 3618–3631. https://doi.org/10.58344/jmi.v2i12.968
  51. Sari, W. P., & Soegiarto, A. (2021). Strategi komunikasi humas pemerintah daerah dalam mengimplementasikan kebijakan pembatasan sosial berskala besar (PSBB). Communicology: Jurnal Ilmu Komunikasi, 9(2), 188–205. http://journal.unj.ac.id/
  52. Sasmita, A. S., & Achmadi, N. S. (2022). The popularity of TikTok and the implementation of the AISAS model on marketing Communications Through TikTok. Manajemen Bisnis, 12(1), 62–76. https://ejournal.umm.ac.id/index.php/jmb/article/view/17863
  53. Saumi, A. K. (2022). Traveloka raih pendanaan Rp4,5 triliun dari INA, BlackRock hingga Allianz Global. Bisnis.com. https://market.bisnis.com/read/20220929/192/1582527/traveloka-raih-pendanaan-rp45-triliun-dari-ina-blackrock-hingga-allianz-global
  54. Shahnaz, K. (2022). Startup Ruangguru klaim sudah diakses 38 juta pengguna. Bisnis.com. https://teknologi.bisnis.com/read/20220620/266/1545846/startup-ruangguru-klaim-sudah-diakses-38-juta-pengguna
  55. Startup Ranking. (2025). Countries with the most startups. Startupranking.com. https://www.startupranking.com/countries
  56. Tarihoran, J. E., Mardiani, M. I., Putri, N. D., Novareila, R. S., Sofia, A., & Adi Prawira, I. F. (2021). Pentingnya sosial media sebagai strategi marketing start-up di Indonesia. KREATIF: Jurnal Ilmiah Prodi Manajemen Universitas Pamulang, 9(1), 72–78. https://doi.org/10.32493/jk.v9i1.y2021.p72-78
  57. Thomas, V. L., & Grigsby, J. L. (2024). Narrative transportation: A systematic literature review and future research agenda. Psychology & Marketing, 41(8), 1805–1819. https://doi.org/10.1002/mar.22011
  58. Viranti, M. M., & Sugiarto, A. (2020). Konstruksi realitas sosial perempuan melalui iklan YouTube Sariayu Color Trend 2020 inspirasi Sumba. Communicology: Jurnal Ilmu Komunikasi, 8(2), 253–266. http://journal.unj.ac.id/
  59. Warpindyastuti, L. D., Aprita, Y. M., Apriyani, H., & Hardani. (2021). Analisa brand awareness dan brand association pada merek minuman Haus!. Jurnal Ekonomi KIAT, 32(2), 31–39. https://doi.org/10.25299/kiat.2021.vol32(2).7786
  60. Waruwu, M. (2024). Pendekatan penelitian kualitatif: Konsep, prosedur, kelebihan dan peran di bidang pendidikan. Afeksi: Jurnal Penelitian dan Evaluasi Pendidikan, 5(2), 198-211. https://doi.org/10.59698/afeksi.v5i2.236
  61. Yudhistira, B. F., & Yuwono, A. P. (2024). Analisis semiotika Roland Barthes pesan moral dalam drama Korea Today’s Webtoon. JIKA (Jurnal Ilmu Komunikasi Andalan), 7(1), 1–15. https://doi.org/10.31949/jika.v7i1.8168
  62. Zulfikar, I. (2022). Building a strong brand: Marketing strategy to increase brand awareness and consumer loyalty. Neo Journal of Economy and Social Humanities (NEJESH), 1(4), 280–284. https://doi.org/10.56403/nejesh.v1i4.79