Sudaryanto 1993 states that non-participatory observation is a method of data collection where the researcher is not involved in the conversation or not actively
participating. In order to get the data, I downloaded the representative advertisement
videos from YouTube. The videos taken are the advertisements broadcasted in early 2015 to early 2016. After that, the videos are analyzed further using
Barthes’s semiotics to get their denotation and connotation. The denotative meaning of each video is analyzed per scene and described into signifier and
signified. Then the denotative meanings, the linguistic message and the type of shot are described in tables. The connotative meaning and the message of the
analysis is described deeply and systematically in paragraphs.
3.5. Data Analysis Method
This study use Barthes’s semiotics in analyzing the data; the data are analyzed to decipher their denotative meanings and connotative meanings. The
data are observed per scene, starting from the duration, scene, type of shot, linguistic messages to the meanings. However, the connotative meaning cannot
always be described in every scene because of their arbitrary nature. The overall meanings and the messages of every object is also described in detail.
CHAPTER IV DISCUSSION
This chapter contains the description and result of the analysis. The description covers information of the three e-commerce websites, while the
analysis is focusing on Bukalapak advertisements. In each advertisement, there are analyses of denotative meaning, connotative meaning and messages, which are
described in the tables and paragraphs. Each e-commerce has its own concept of advertising which differs from
one another. The result of the analysis shows that Bukalapak’s concept of advertising emphasizes on its security. It is different from the other two:
Tokopedia’s concept focuses on many variants existing in its website, and Elevenia proposes a concept of selling goods cheaper than other online shops. All
of these advertisements have strong influence on the way people choose the e- commerce they access.
4.1. Bukalapak
Bukalapak is one of online marketplaces in Indonesia which is oriented in C2C. Therefore, this website provides services for customers to buy and sell its
products. This website has been developed by PT. Bukalapak since its first launch in January 12, 2010. Apparently, Bukalapak is considered as the Indonesian
number-one C2C website because it has the highest traffic of the most accessed website.
