Skripsi

ANALISIS WACANA BERBASIS KORPUS PADA ULASAN GOOGLE MAPS MIE GACOAN DAHLAN PALEMBANG

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This study aims to reveal the construction of brand image discourse of Mie Gacoan Dahlan Palembang as articulated in Google Maps reviews. The research employs a Corpus Assisted Discourse Studies (CADS) approach, which integrates corpus linguistics analysis and discourse analysis. The data consist of a qualitative corpus comprising 6.633 Google Maps reviews, collected through web scraping techniques. The corpus was analyzed using frequency and concordance methods to identify recurring linguistic patterns. The linguistic findings were subsequently integrated into discourse analysis using the brand image framework proposed by Keller and Swaminathan (2020) to identify the dimensions of brand associations reflected in the reviews. The findings indicate that Google Maps reviews predominantly construct a positive brand image of Mie Gacoan Dahlan Palembang. The discourse construction is primarily supported by three main dimensions of brand associations, namely product-related attributes, performance-related attributes, and experiential benefits. Mie Gacoan is perceived as a restaurant offering good-tasting products, friendly service, and a comfortable dining environment. In addition, the analysis reveals the presence of supportive positive contexts, such as perceptions of affordable pricing, appropriate portion sizes, service efficiency, and cleanliness, which accompany the dominant discourse. Despite the overall positive orientation, minor negative discourses emerge concerning less responsive and less friendly staff, as well as long waiting times for orders. These findings demonstrate that electronic word-of-mouth (eWOM) communication in online reviews plays a significant role in constructing brand image through the dynamic interplay of brand association discourses.

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Detail Information

Series Title

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Call Number

T1919542025

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya., 2025

Collation

xviii, 75 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

401.410 7

Content Type

Text

Media Type

unmediated

Carrier Type

-

Edition

-

Subject(s)

analisis wacana
Prodi Ilmu Komunikasi

Specific Detail Info

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Statement of Responsibility

KA

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