Analisis Makna Denotasi dan Konotasi Pada Akun TikTok @zaaferindonesia

Abstract

This study aims to analyze the denotative, connotative, and mythical meanings found in the TikTok account @zaaferindonesia using Roland Barthes' semiotic approach. This TikTok account is known for creatively leveraging social media to introduce Muslim clothing products in an engaging manner, successfully attracting the attention of many users. Through visual analysis of various elements displayed in the videos, such as logos, clothing, talent selection, colors, locations, vehicles, and music, this research explores the meanings embedded in each sign that appears in the account’s videos. This study uses a qualitative method with data collection techniques involving observation and image documentation. The results show that the denotative and connotative meanings in each visual element form a myth that associates @zaaferindonesia's products with luxury, exclusivity, and high social status. Furthermore, the offered products are not only positioned as Islamic clothing but also as symbols of modernity, flexibility, and a lifestyle in line with current trends. Therefore, @zaaferindonesia's TikTok account not only markets clothing products but also constructs a strong social identity that merges Arab cultural values with a sense of luxury and success.