Publication Search

71,387 articles from 644 journals · 2,111 citations tracked

Showing 1-20 of 52

Analytics

Sri Andini; Rokhayani Yuslida Hannum Harahap; Amri Jamil Tanjung; Salma Tiaz

Jurnal Manajemen dan Pendidikan Agama Islam 2026 Asosiasi Riset Pendidikan Agama dan Filsafat Indonesia

The development of digital technology has brought significant changes in the field of education, especially in the learning process, school management systems, and teachers' work patterns. This situation requires school principals' leadership who can adapt, be innovative, and act as agents of change in improving teachers' work ethic. This study aims to analyze the role of school principals' transformational leadership in enhancing teachers' work ethic in the digital era and to examine its relevance to educational transformation. The research method used is a qualitative approach with a literature study type through the analysis of various journals and scientific sources from 2020–2025. The results of the study indicate that school principals' transformational leadership plays an important role in increasing teachers' motivation, commitment, and professionalism through ideal influence, inspirational motivation, intellectual stimulation, and individualized consideration. In addition, this leadership is also capable of creating a work culture that is collaborative, innovative, and adaptive to technological developments. Digital transformation in education not only involves the use of technology but also changes in work culture and the improvement of human resource competencies in schools. The implications of this research confirm that school principals as transformational leaders have a strategic role in the success of educational transformation in the digital era through the continuous enhancement of teachers' work ethic.

Sinta Helza Natali; Dwi Kurniawan; Fitri Widiastuti

Jurnal Manajemen dan Ekonomi Bisnis 2026 Pusat Riset dan Inovasi Nasional

The purpose of this study was to determine the direct influence of work motivation on work ethic and ethical responsibility, the influence of ethical responsibility on work ethic, and the indirect influence of work motivation on work ethic through ethical responsibility as an intervening variable on employees at the Human Resources Development Agency of Jambi Province. The method used was quantitative research. The results of the study showed that work motivation towards work ethic had a significance value of 0.000 (P <0.05), work motivation towards ethical responsibility had a significance value of 0.000 (P <0.05), and ethical responsibility towards work ethic had a significance value of 0.000 (P <0.05). Furthermore, the indirect effect of work motivation on work ethic through the ethics of responsibility has a significance value of 0.000 (P <0.05), so that work motivation influences work ethic through the ethics of responsibility as an intervening variable. In conclusion, work motivation influences work ethic through the ethics of responsibility as an intervening variable for employees at the Human Resources Development Agency of Jambi Province.

Nur Fila, Faricha; Hima, Faiqotul; Nur Hajijah, Dea Siti; Fikriyyah, Nazhifatul; Dian Efendi, Mutiara Karunia Safitri +2 more

Jurnal Ekonomi dan Keuangan Islam 2026 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Etos kerja dan kewirausahaan ialah aspek penting dalam membangun kesejahteraan individu dan masyarakat, namun dalam praktiknya belum sepenuhnya berlandaskan nilai-nilai keislaman. Oleh karena itu, diperlukan pemahaman yang lebih mendalam mengenai konsep kerja dan kewirausahaan yang bersumber dari ajaran Islam. Artikel ini bertujuan untuk mengkaji konsep etos kerja dan kewirausahaan berdasarkan tafsir al-Qur’an dan hadits Nabi sebagai landasan moral dan spiritual dalam aktivitas ekonomi. Studi ini memakai metode kualitatif dengan pendekatan studi kepustakaan melalui penelaahan berbagai literatur berupa buku tafsir, kitab hadits, serta artikel jurnal ilmiah yang relevan dengan tema penelitian. Data yang diperoleh kemudian dianalisis secara deskriptif dan tematik untuk menemukan nilai-nilai utama yang terkandung dalam ajaran Islam terkait aktivitas kerja dan usaha. Hasil kajian memperlihatkan bahwa Islam menekankan nilai kerja keras, kejujuran, tanggung jawab, kemandirian, disiplin, serta orientasi keberkahan sebagai prinsip utama dalam bekerja dan berwirausaha. Kesimpulannya, etos kerja dan kewirausahaan dalam perspektif Islam tidak hanya berorientasi pada pencapaian materi, melainkan juga pada pembentukan akhlak mulia sekaligus kepatuhan kepada Allah sebagai tujuan utama kehidupan.

Nadhira Afifah; Annory Langga’o

Konsensus : Jurnal Ilmu Pertahanan, Hukum dan Ilmu Komunikasi 2026 Asosiasi Peneliti Dan Pengajar Ilmu Sosial Indonesia

This research aims to understand the representation of cooperation between the older and younger generations and work ethic in the film "The Intern" by Nancy Meyers. This research uses a descriptive qualitative approach with Charles Sanders Peirce's semiotic analysis in the form of a meaning triangle, namely sign, object, and interpretant. Signs are in the form of visuals, dialogue, and symbols. The object is what the sign represents, and the interpretant is the understanding derived from both the sign and the object. In this study, the researcher carried out an analysis by selecting each scene that shows generational differences, the emergence of cooperation, and the work ethic applied in the film The Intern. We collected data through library research, which included relevant books, articles, and scientific writings. The data collection techniques used are interviews, observations, and documentation. The results of this research show that this film succeeded in presenting generational differences not as obstacles but as a way to work together well and develop. This film demonstrates work ethic values such as hard work, responsibility, honesty, and cooperation. This research concludes that the film The Intern is not only entertaining but also provides many social messages about cooperation and work ethic.

I Dewa Ayu Tita Permata Tabita; I Gusti Agung Sasih Gayatri

Jurnal Transformasi Bisnis Digital 2026 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

This research seeks to investigate the effects of work discipline, work ethic, and work motivation on employee performance at BPR Adi Sedana Ayu. The study is motivated by existing challenges, including insufficient discipline, reduced work enthusiasm, and limited employee motivation, which negatively affect organizational performance. A quantitative research design was applied, involving a saturated sampling technique with 35 employees as respondents. Data were gathered through structured questionnaires and analyzed using multiple linear regression to evaluate both partial and simultaneous influences. The results demonstrate that work discipline, work ethic, and work motivation exert a positive and statistically significant impact on employee performance, both individually and jointly. Based on these findings, the study emphasizes the need for improved supervision, the development of a constructive work culture, and the enhancement of employee motivation through performance-based incentives, career development opportunities, and a supportive work environment. Therefore, this study emphasizes the importance of better supervision, the formation of a positive work culture, and strengthening employee motivation through providing incentives, career development, and creating a supportive work environment.

Sudirman Putra Sirimai; Indra Firdiyansyah; Roni Kurniawan

Maslahah : Jurnal Manajemen dan Ekonomi Syariah 2026 STAI YPIQ BAUBAU, SULAWESI TENGGARA

This study examines the influence of work ethic, human resource competence, and performance on productivity at the Maju Jaya Farmer Group in Bintan Buyu Village. The research employed a quantitative approach with a saturated sampling technique involving 39 respondents. Data were collected through questionnaires using a Likert scale and analyzed using multiple linear regression with SPSS 24. The results indicate that work ethic significantly and positively affects productivity (t=3.638, sig=0.001), human resource competence significantly and positively affects productivity (t=2.181, sig=0.036), and performance significantly and positively affects productivity (t=2.737, sig=0.010). Simultaneously, the three variables have a significant positive effect on productivity (F=163.762, sig=0.000) with a contribution of 93.3% (Adjusted R²=0.928). This study confirms that internal factors of farmer group members play a crucial role in improving agricultural productivity in island regions with limited land resources

Naufal Herza; Niatul Sovia; Nining Desriwanti; Ridwal Trisoni; Muhamad Yahya

Al-Tarbiyah: Jurnal Ilmu Pendidikan Islam 2026 STAI YPIQ BAUBAU, SULAWESI TENGGARA

The development of national character is a strategic agenda in addressing moral, social, and cultural challenges in the era of globalization. Strengthening fundamental values derived from Islamic teachings is considered an important solution, particularly the values of obedience to Allah SWT, the spirit of competing in goodness (fastabiqul khairat), and work ethic. These three values play a crucial role in shaping individuals who are faithful, possess noble character, are responsible, and have high competitiveness. However, the reinforcement of these values in the practice of Islamic Religious Education (PAI) at the elementary, junior high, and senior high school levels has not yet been optimally and systematically integrated. Therefore, this article aims to analyze the concepts, urgency, and strategies for integrating the values of obedience, competition in goodness, and work ethic into PAI learning. The research method employed is a literature study using a qualitative-descriptive approach through the analysis of scientific literature, curriculum documents, and relevant concepts of Islamic education. The findings indicate that the value of obedience serves as a spiritual and moral foundation for students, the value of fastabiqul khairat encourages active, collaborative attitudes oriented toward positive contributions, while work ethic strengthens discipline, responsibility, and productivity. The integration of these three values can be implemented through the development of teaching materials, the application of contextual learning methods, educators’ role modeling, and the cultivation of a religious school culture. The implications of this study affirm that integrating these values into PAI significantly contributes to the formation of a young generation with integrity and readiness to build a dignified nation.

Nayogy, Chasty Eva; Amalia, Restu; Andriani, Luthfi Nabila; Mimi, Denata Sere

Jurnal Bisnis Inovatif dan Digital 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

This research examines the importance of work ethic and ethics in the professional world, as a strong work ethic and high ethical standards serve as a foundational guarantee for individual success in today's competitive job market. The study aims to determine how integrity, responsibility, diligence, and professionalism not only shape a person's reputation but also directly influence the quality of work and overall productivity. In the dynamic modern professional world, integrity, responsibility, and diligence are not merely theoretical knowledge; rather, sound judgment is also essential for maintaining personal reputation and credibility. Furthermore, a positive work ethos and ethics are proven to be key factors for professional advancement and long-term career development. This case study utilizes a qualitative method, where information is derived from observations and verbal descriptions. By analyzing the relationship between ethos and ethics, the study concludes that strategic investment in these areas can yield greater opportunities, job stability, and enhanced professional satisfaction, establishing them as invaluable assets in the global labor market.

Shodiq, Muhamad Jafar; Muhamad Jafar Shodiq; Joshua Adi Putra; Muhammad Wardoyo; Sri Wahyuni

EBISNIS : JURNAL ILMIAH EKONOMI DAN BISNIS 2025 LPPM Universitas Sains dan Teknologi Komputer

Penelitian ini bertujuan untuk menganalisis pengaruh etos kerja, motivasi intrinsik, dan kepuasan kerja terhadap kinerja karyawan di perusahaan-perusahaan yang beroperasi di Kota Cirebon. Kinerja karyawan menjadi salah satu indikator penting dalam menjamin keberlangsungan dan daya saing perusahaan. Namun, ketidaksesuaian antara potensi sumber daya manusia dan hasil aktual di lapangan masih sering terjadi, ditandai dengan rendahnya produktivitas, tingginya turnover, serta loyalitas karyawan yang lemah. Penelitian ini menawarkan kebaruan dengan menguji ketiga variabel psikologis internal secara simultan dalam satu model penelitian, berbeda dari studi sebelumnya yang menguji secara parsial. Metode penelitian yang digunakan adalah kuantitatif dengan desain kausal asosiatif. Data diperoleh melalui kuesioner skala Likert yang disebarkan kepada 50 responden menggunakan teknik purposive sampling. Analisis dilakukan menggunakan regresi linier berganda dengan bantuan SPSS versi 25 untuk mengukur pengaruh masing-masing variabel bebas terhadap variabel dependen, baik secara parsial maupun simultan. Hasil penelitian menunjukkan bahwa etos kerja, motivasi intrinsik, dan kepuasan kerja secara signifikan memengaruhi kinerja karyawan. Etos kerja memiliki hubungan positif, motivasi intrinsik menunjukkan pengaruh negatif jika tidak selaras dengan dukungan organisasi, dan kepuasan kerja berkontribusi dalam menciptakan kenyamanan dan loyalitas. Secara simultan, ketiga variabel tersebut menjelaskan proporsi signifikan terhadap variasi kinerja. Penelitian ini memberikan implikasi bahwa perusahaan perlu menyusun strategi pengelolaan SDM yang tidak hanya berfokus pada aspek teknis, tetapi juga pada penguatan faktor psikologis karyawan secara menyeluruh.

Pranasari, Shafa Afia Nanda Andya; Hidayati, Nur; Muttaqien, Zaenul

Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN) 2025 FEB Universitas Maritim Semarang

This study aims to analyze the influence of work ethic, work spirit, and physical work environment on employee performance at the Regional Revenue, Financial, and Asset Management Agency (BPPKAD) of Kediri City. This research employed an associative quantitative method with a descriptive approach. The population consisted of 215 employees, and a purposive sampling technique was used to select 100 respondents. Data were collected using a five-point Likert scale questionnaire that had been tested for validity and reliability. Data analysis was conducted through classical assumption tests and multiple linear regression analysis using SPSS version 26. The results indicate that work ethic, work spirit, and physical work environment have a positive and significant effect on employee performance, both partially and simultaneously. The coefficient of determination (R²) value of 0.693 shows that 69.3% of employee performance variation can be explained by the three independent variables. Therefore, improving employee performance at BPPKAD Kediri City can be achieved by strengthening work ethics, increasing work spirit, and creating a comfortable and productive physical work environment.

Duwi Sakiatul Rohmaniah; Karlinda Anna Mudrikah; M. Haikal Ardani; Moh. Iqbal Maulana; Yunda Nurul Millati Hoiriyah +1 more

Jurnal Ilmu Pendidikan 2025 Lembaga Pengembangan Kinerja Dosen

This study aims to analyze strategies for creating a conducive classroom climate through the integration of classroom management and strengthening teachers' work ethic. The research employs a qualitative literature review method, collecting and analyzing various relevant sources. Findings indicate that a conducive classroom climate is influenced by three main factors: (1) effective classroom management, including physical environment arrangement, implementation of democratic approaches, and participatory learning methods; (2) teachers' work ethic encompassing commitment, creativity, and the ability to build positive interactions; and (3) institutional support through facilities and teacher development programs. Challenges such as administrative burdens and lack of teacher appreciation are also discussed. The study concludes that holistic integration of classroom management and teacher work ethic enhancement can create an optimal learning environment. Recommendations include improving teacher training, providing supporting facilities, and conducting further research to test this model's effectiveness in various contexts.

Muh. Iphan; Oktavianus Pasoloran; Fransiskus E. Daromes

JURNAL EKONOMI BISNIS DAN MANAJEMEN (JISE) 2025 CV. ALIM'SPUBLISHING

Penelitian ini bertujuan untuk menguji model teoritik penelitian ini dalam perspektif Self Determination Theory yang menjelaskan bagaimana manusia memiliki tiga ‎kebutuhan psikologis, yaitu relatedness, effectance, and autonomy. Manusia pada dasarnya ‎termotivasi untuk menjalin hubungan dengan orang lain dalam lingkungan sosial (relatedness), ‎untuk berfungsi secara efektif dalam lingkungan (effectance), dan memiliki inisiatif sendiri untuk ‎melakukannya (autonomy).‎ Secara keseluruhan model penelitian adalah untuk menguji bagimana Human relation memengaruhi etos kerja melalui peran mediasi kerja sama tim dan motivasi kerja account representative.   Penelitian dilakukan melalui metode survey online pada seluruh account representative yang ada pada Seluruh Kantor Pelayanan Pajak Pratama di Sulawesi Selatan yang dipilih dengan metode purposive sampaling. Analisis dan pengilahan data dilakukan dengan menggunakan regresi berganda dan analisis jalur dengan pengujian sobel. Hasil penelitian membuktikan bahwa human relation mempengaruhi secara siginfikan terhadap kerja sama tim maupun motivasi kerja account representative. Dan konfirmasi hasil pengujian sobel membuktikan bahwa human relation memengaruhi secara signifikan etos kerja melalui peran mediasi kerja sama tim dan motivasi kerja account representative.

Swan Kariawati Laoli

Sabar : Jurnal Pendidikan Agama Kristen dan Katolik 2025 Asosiasi Riset Ilmu Pendidikan Agama dan Filsafat Indonesia

This study aims to analyze the role of Christian Religious Education (PAK) teachers' work ethic in character building of students at SMP Negeri 4 Tuhemberua, North Nias Regency. The work ethic possessed by a teacher not only affects the quality of learning, but also has a significant impact on the formation of students' character, in terms of discipline, responsibility, and integrity. PAK teachers have a strategic role in instilling moral and spiritual values ​​through role models and teachings applied in everyday life. This study uses a qualitative approach with a literature study method to describe the work ethic of PAK teachers that contributes to the formation of students' character. The results of the study indicate that the work ethic of PAK teachers, which includes exemplary behavior, discipline, and commitment to the profession, has an impact on the formation of students' character at SMP Negeri 4 Tuhemberua. Students who are equipped with the basic work ethic of teachers show an increase in attitudes of discipline, responsibility, and honesty. The conclusion in this study is that strengthening the capacity of PAK teachers in integrating work ethic in all aspects of learning is useful for supporting the formation of students' character.

Sus Shalawati; Ainur Rofiq Sofa

Jurnal Budi Pekerti Agama Islam 2024 Asosiasi Riset Ilmu Pendidikan Agama dan Filsafat Indonesia

This article examines the role of the values of the Qur'an and Hadith in shaping a work ethic relevant to the challenges of the modern era. Using a multidimensional approach, this paper explores how the integration of Islamic teachings can strengthen professionalism, spirituality, innovation, social balance, and sustainability in the life of a Muslim in the workforce. The study focuses on the revitalization of fundamental Islamic values that emphasize the importance of hard work (Ijtihad), trustworthiness, integrity, and justice as the foundation of a productive work ethic. Additionally, this study highlights how these values can inspire innovation and strengthen the balance between worldly and spiritual life (dunya and akhirah) in an era characterized by rapid change and numerous challenges. By linking Islamic principles with the professional needs of the global context, this article offers a new perspective on the relevance of religious teachings in supporting individual and organizational success, while also fostering social harmony within modern Muslim societies.

Rizal Lubis; Sukma Mulia; Aldi Alfarel Sinulingga; Heru Syahputra; Saif Arrasid +2 more

jurnal Riset Rumpun Agama dan Filsafat 2024 Pusat Riset dan Inovasi Nasional

This study aims to examine the actualization of Islamic creed (aqidah) values and work ethic among students of the Aqidah and Islamic Philosophy Department, Faculty of Ushuluddin and Islamic Studies, UIN Sumatera Utara Medan, during their internship program at the Office of Religious Affairs (KUA) of Medan Kota District. This research employs a qualitative descriptive approach using observation, interviews, and documentation techniques. The findings indicate that aqidah values such as honesty, trustworthiness, sincerity, and responsibility are manifested in administrative tasks, religious counseling activities, and public religious services. Furthermore, the Islamic work ethic of the students is reflected in discipline, professionalism, cooperation, and commitment to work quality. The integration of aqidah values and work ethic fosters a service-oriented and devotional work pattern, indicating that the internship program serves not only as practical learning but also as a medium for internalizing Islamic values within the context of public religious services.

Cindy Meilany Putri; Lilik Sumarni

Konsensus : Jurnal Ilmu Pertahanan, Hukum dan Ilmu Komunikasi 2024 Asosiasi Peneliti Dan Pengajar Ilmu Sosial Indonesia

This research was conducted to analyze the implementation of human relations at PT Federal International Finance. The approach in this study is qualitative with data collection techniques of interviews, observation and documentation. The purpose of this study was to determine the implementation of human relations at PT Federal International Finance and to find out the obstacles in developing the implementation of human relations at PT Federal International Finance. This research refers to Effendy's implementation theory (2020), which has five dimensions. The first is communication which aims to build cooperation within the company. The second is directives to tell the tasks that must be carried out by employees so that employees can find out what the instructions from the leadership are. The third is openness to build harmonization between leaders and employees for the sake of creating openness so that there is no social jealousy. The fourth is mutual respect with the aim that employees and leaders can respect each other. The fifth is loyalty, the important role of a company is having employees who are able to survive in any condition for the sake of building a company. The inhibiting factor for the implementation of human relations is the lack of smooth communication between leaders and employees. In addition, there are barriers to direction, openness, mutual respect, and loyalty which hamper the implementation of human relations.

Mia Oktavia; Eli Delvi; Emi Wakhyuni

JURNAL EKONOMI BISNIS DAN MANAJEMEN (JISE) 2024 CV. ALIM'SPUBLISHING

Employee performance is an important factor that must receive serious attention for human resource management at PT Perkebunan Nusantara IV Regional I Medan. The level of success of a company is largely determined by the abilities of the employees in the company. This research aims to find out whether human relations, individual behavior and work ethic have an influence. The information analysis technique used is an associative research method with the help of the SPSS version 19 program. This research uses multiple linear regression analysis. The sample in this study was 55 respondents. Collecting preliminary information using a questionnaire. The results of the research show that human connection has a partially positive and significant effect on the performance of PT Perkebunan Nusantara IV Local I Medan employees. Individual behavior has a partially positive and significant effect on the performance of PT Perkebunan Nusantara IV Local I Medan employees. Work ethic has a partially positive and significant effect on the performance of PT Perkebunan Nusantara IV Provincial I Medan employees. Human connection, individual behavior and work ethic simultaneously have a positive and significant effect on the performance of PT Perkebunan Nusantara IV Provincial I Medan employees. The changed R Square value is 0.731 which can be called the coefficient of determination, which in this case means that 73.1% of employee performance can be obtained and explained by human connection, individual behavior and monkey ethos while the remaining 26.9% is explained by other factors or variables outside the research model.

Anindia Dita Rachmadani; Lamidi Lamidi

Jurnal Manajemen Riset Inovasi 2024 Pusat Riset dan Inovasi Nasional

PT Efrata Garmindo Utama Sukoharjo itself operates in the retail sector which makes batik clothes (men, women and children) with its flagship brand, namely Bateeq. This research is a survey with quantitative data, namely data on the number of employees and the number of respondents to the questionnaire. Primary data in this research is the result of distributing questionnaires given to employees of PT Efrata Garmindo Utama. The population in this study were all employees of PT Efrata Garmindo Utama, totaling 502 employees. The sample in this study was narrowed using the Slovin formula to 85 respondents using a purposive sampling technique. The data collection technique uses a questionnaire. Test research instruments with validity and reliability tests, classic assumption tests including multicollinearity tests, autocorrelation tests, heteroscedasticity tests and normality tests. The data analysis method uses descriptive analysis, multiple linear regression test, t test, F test and R² test. The results of the validity test for all instruments obtained a significance value = 0.000 < 0.05, meaning that all instruments were valid. Reliability test results for all reliable variables. The results of the multicollinearity test, autocorrelation test, heteroscedasticity test, normality test for all variables passed the test. The results of the multiple linear regression test obtained the regression equation Y = 17.062 + 27.571 X₁ – 47.771 X₂ + 0.013 The results of the t test for the work ethic variable have no significant effect on employee performance with ρ-value = 0.378 > 0.05. Work discipline has a significant effect on employee performance with ρ-value = 0.012 < 0.05. Work motivation has a significant effect on employee performance with ρ-value = 0.000< 0.05. The results of the F test show a calculated F of 34.876 with a ρ-value of 0.000 < 0.05, meaning that the model used to test the influence of the independent variables is variable X1 (work ethic), variable X2 (work discipline) and variable X3 (work motivation) on The dependent variable, namely employee performance (Y), is correct. The R² test results obtained a value (Adjusted R²) of 0.574, meaning that the contribution of the independent influence of variable X1 (work ethic), variable X2 (work discipline) and variable X3 (work motivation) to Y (employee performance) was 54.7%. The remainder (100% - 54.7%) = 45.3% is explained by other variables outside the model, for example quality of work life, workload, work environment, job satisfaction and leadership style.

Maria Mince Mea; Adya Hermawati; Soedjono Soedjono

Jurnal Penelitian Manajemen dan Inovasi Riset 2024 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

The purpose of this study was to study how job characteristics, work ethic, and quality of life affect employee performance at the Lowokwaru District Office, Malang City. In addition, the purpose of this research analysis was to determine how the independent and dependent variables used in this study interact with each other. This study used the entire population as a sample. where the author used 31 employees at the Lowokwaru District Office as a research sample. The tool used in this study was the Likert scale, which consisted of five response options, each valued 1-5. This study used research instruments, multiple linear regression analysis, and hypothesis testing with the help of Windows SPSS 4.0. The results of this study indicate that job characteristics, work ethic, and quality of life have a partial and positive effect on employee performance. Based on these findings, it can be concluded that all independent variables in this study have an effect on the dependent variable.

Rudi Prasetiyo; Rakhmat Saiful Ramadhani; Fatihatul Lailiyah

SABER : Jurnal Teknik Informatika, Sains dan Ilmu Komunikasi 2024 STIKes Ibnu Sina Ajibarang

This study analyzes the mascot "Si Domar" used by Indomaret company as a brand icon through a semiotic approach. The purpose of this research is to reveal the meaning contained in Si Domar as a company icon. This study uses a qualitative descriptive research method. This mascot not only serves as an eye-catching visual element, but also as a communication tool that reflects the company's identity and values to consumers. Charles Sanders Peirce's semiotic analysis was used to decipher the signs contained in the visual representation of Si Domar, including visual aspects such as color, shape, and expression, as well as the messages conveyed through these symbols.The results of the study show that Si Domar plays an important role in building a positive image of Indomaret in the eyes of the public. This mascot successfully blends elements of local culture and modernization, creating a divisible symbol. The conclusion of this study confirms that a deep understanding of semiotics is essential in the development of effective visual communication strategies to strengthen brand identity. Thus, Si Domar is not only a visual icon, but also a representation of Indomaret's deep values and identity.