Daya Tarik Personal Branding Sosok “Ariel Pada Film Dilan Itb 1997” Terhadap Tingkat Presepsi “Penonton Generasi Z” (Analisis Semiotika John Fiske)

Abstract

This study aims to analyze the appeal of Ariel’s personal branding in the film DILAN ITB 1997 toward Generation Z’s perception using John Fiske’s semiotic analysis. This research employed a descriptive qualitative method with data collected through observation, in-depth interviews, and literature review. The analysis was conducted using John Fiske’s three levels of semiotics: reality, representation, and ideology. The findings reveal that Ariel’s personal branding is constructed through his appearance, speaking style, gestures, dialogue, and cinematic techniques, portraying Dilan as a more mature, responsible, and humane character while maintaining his original identity. Based on the interview results, most Generation Z informants had positive perceptions of Ariel’s performance as Dilan, considering the character realistic and relevant to the development of the story. Audience data from CGV Depok Town Center also indicate that Generation Z was the dominant audience group during the research period. This study concludes that Ariel’s personal branding was successfully constructed through semiotic elements, resulting in positive perceptions among Generation Z audiences.