SEMIOTICS ANALYSIS OF RUANGGURU ADVERTISING IN TELEVISION MEDIA

RuangGuru is one of the most successful startups in Indonesia, which is engaged in online tutoring. The application user has reached up to 15 million students. This achievement is the result of the advertisements that often appear on television media, especially during new school academic year or new semester. This study examines advertisements on television media less than 30 seconds to attract customers. This study uses semiotic to analyze television ads for the product. The research method uses an interpretive descriptive approach to analyze the signs used in advertisements. The data resource is four video recording advertisements on television media. The analysis starts with transcription and making video screenshots to sharpen the analysis. The results indicate that to attract television viewers, RuangGuru uses signs that indicate superior features. The features such as animated learning videos, practice questions, discussion, and ease of learning through applications. The celebrity figures in the advertisement represent students and parents who will later become consumers of RuangGuru. The ad also has a sign indicating how easy it is to pay and how cheap it is to subscribe to the Ruang Guru application compared to conventional tutoring. The blue color, which is the dominance of advertisements, shows that the RuangGuru app is trustworthy and can increase students' confidence in facing classroom learning.


INTRODUCTION
RuangGuru is one of the online education applications in Indonesia. This application aims to assist students in understanding the subjects in school. In other words, RuangGuru can also be called an online tutoring service that provides services to guide those who have subscribed to the RuangGuru application.
In the RuangGuru app, various Based on Rahmadani and Setiawati's research, the use of the RuangGuru application increases student interest in learning (Rahmadani & Setiawati, 2019).
Therefore the RuangGuru has a positive impact on parents in helping children to follow lessons at school. In particular, students are also increasingly supported by learning styles that are more interesting and less boring. RuangGuru will undoubtedly help students in Indonesia to understand learning materials better. It will have a positive impact on future generations because students are increasingly able to compete in the future to face competition in the era of the industrial revolution.
RuangGuru is one of the most successful startups. However, the RuangGuru application is arguably a new application. It was founded in 2014. In the year 2019, the app already generated fantastic user numbers. interested in the products offered. Therefore, advertising semiotics also plays an essential role in the success of product promotion using television media.
The term advertising comes from the Latin word advertere, which has the meaning of directing attention. This term describes anything in public intended to promote the sale of a commodity or service (Danesi, 2010). The word advertisement has a definition, namely, a message that offers a product to be addressed to the public through a medium (Triadi & Barata, 2010).
In an advertisement, actors or communicators have a positive influence on advertising. Research from Yunandashows that brand ambassadors' presence has a positive impact on product brand awareness (Yunanda, 2018 In this study, the author will try to examine the advertisement from the RuangGuru on television. In the study of communication science, a unique tool to analyze advertisement is the semiotic study.
Semiotics is a model of social science.
It understands the world as a system of relationships with a basic unit called a 'sign' (Sobur, 2006

RESEARCH METHODS
The type of research is qualitative research, which analyzes the data sources to be studied in-depth to find sharp conclusions. Thus, so that the observation can be more detailed, the writer transcribes the video advertisement so that the verbal message is more comfortable to be analyzed. For indepth consideration of non-verbal messages, the writer also made several screenshots of the scenes in the advertisement. The next stage is to explain the signs, objects, and the meaning or interpretation of the symbols that appear in the ad.

Results
Limited time in television advertising makes the sign that appears from an advertisement must be short, concise, and immediately acceptable to television viewers.
The use of signs is so wordy, and it will be   The answers can also be seen immediately below the items that were previously worked. However, the child answered the concern that they were not playing but learning online in the RuangGuru application.
This verbal sign is supported by non-verbal  The interpretation of this sign is that by using the RuangGuru, learning activities become more enjoyable and can be carried out in a relaxed manner. You don't have to go here and there and can be accessed easily anywhere, even in the family room. There is no burden to students because they can study anywhere, without going to a tutoring place.
Besides, students can also study without having to prepare neat clothes, such as when going to a traditional tutoring place.
In addition to signs regarding the ease of learning by using the teacher room application, another sign shown in this second advertisement is that it raises a sign regarding financing in tutoring. At the beginning of the video, an introduction is given from a video sign where a mother is worried about school fees and tuition fees. The second concern is about costs. At the beginning of the advertisement, a scene was given about concerns over tuition financing. This concern was then answered by a sign that was highlighted, "10x lebih murah". This sign refers to the subscription fee, which is ten times cheaper than the general tuition fee. In the third ad video, the sign used to promote this discount is to feature a celebrity, Iqbaal Ramadhan, whose body is half missing. Then this sign is then followed by a The child does not have significant development, even though the tutoring that is followed is not cheap. Sarwendah then answered this concern by recommending RuangGuru.
Almost the same as the first video ad, signs that are displayed to attract buyers include a sign in the form of a learning video supported by animation. But this time with a different sign.
The sign that appears is a video where the content of the learning material is a video of a tutor who explains the material, which is also supported by animation to make it easier to understand. This sign refers to the RuangGuru feature that provides learning material accompanied by an explanation from the tutor and the assistant's animation.
The interpretation of this sign is that by using RuangGuru application, the material is delivered by the tutor, as is conventional tutoring. Besides, some tutors provide the content. There are also supporting animations that certainly add to the understanding and become more attractive. So that means, when compared to conventional tutoring, tutoring through the RuangGuru is more interesting.
In previous advertisements, the problem of financing was in a separate ad. In  The interpretation of these signs is that using RuangGuru will benefit a lot. In addition to the learning materials that are

Discussions
From some of the videos discussed above, the actors who become advertisements are children and parents. They are a sign of the parties involved in tutoring problems.
Parents like Sarwendah, a mother who wears a negligee, are the imagined parents who will later buy or subscribe to RuangGuru. Because after all, parents have an essential role in financing. Meanwhile, the children sign symbolizes students who will enjoy learning through the RuangGuru application.
The sign that appears when advertising is often using discount messages. It seems to be due to the moment of the new school year or the new semester. The discount is one of the attractions and gives a sign to television viewers that RuangGuru was very cheap at that time.
Besides that, the dominant color sign is blue. This color does refer to the symbolic object or symbol of RuangGuru application, which is also dominated by blue. But on the other hand, blue also has its interpretation.
It says that in each advertisement, RuangGuru also wants to give a message that online guidance application can increase knowledge and increase self-confidence in undergoing the teaching and learning process.
Especially as support for existing school materials so that students can be more confident when facing learning in class.