VISUAL ANALYSIS OF INSTAGRAM CONTENT @KOPIJANJIWA JOOX EDISI KOLABORASI AS PROMOTIONAL MEDIA (SEMIOTICS STUDY)
The food and beverage (F&B) business industry, especially the coffee shop business, is a business trend that has increased quite rapidly. Along with the increasing development of the coffee shop business, various coffee shop brands have emerged in Indonesia. “The Power of Collaboration is a strategy from Kopi Janji Jiwa to stay afloat in the food and beverage (F&B) business world with more and more similar businesses emerging. One of the collaborations is with JOOX. The concept of content displayed on March 9, 2021 in celebration of National Music Day is in the form of benefits given to consumers who use elements of persuasive language style. The purpose of this study is to find out the meaning of denotation, connotation and myths contained in the JOOX collaboration edition of Kopi Janji Jiwa's instagram content as a promotional media. The method used is descriptive qualitative research using the semiotic approach of Roland Barthes as a study of signs and markers. The results showed that every collaboration content from Kopi Janji Jiwa and JOOX uploaded via Instagram had a message,meaning verbal and visual signs.