Simbol dan Makna Berkain dalam Kalangan Pecinta Wastra

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Published Nov 30, 2023
DOI https://doi.org/10.21632/kbi.5.2.127-139

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Anissa Ramadhanty
Program Studi Branding, Sekolah Bisnis dan Ekonomi, Universitas Prasetiya Mulya, BSD City Kavling Edutown L.1, Jl. BSD Raya Utama, Tangerang 15339, Indonesia
Nina Chandra
Program Studi Branding, Sekolah Bisnis dan Ekonomi, Universitas Prasetiya Mulya, BSD City Kavling Edutown L.1, Jl. BSD Raya Utama, Tangerang 15339, Indonesia
Eka Ardianto
Program Studi Branding, Sekolah Bisnis dan Ekonomi, Universitas Prasetiya Mulya, BSD City Kavling Edutown L.1, Jl. BSD Raya Utama, Tangerang 15339, Indonesia
Arief Budiman
Program Studi Branding, Sekolah Bisnis dan Ekonomi, Universitas Prasetiya Mulya, BSD City Kavling Edutown L.1, Jl. BSD Raya Utama, Tangerang 15339, Indonesia

Abstract

Wastra is a piece of cloth that is produced in a traditional way. Wastra comes in different types, from the weaved cloth such as ulos, songket, jumputan, and batik cloth. Berkain is an activity in which an individual incorporates wastra in their day-to-day outfit. Different from how wastra was used back in the days, berkain integrates modern clothing with wastra. The purpose of this study is to understand the symbol and meaning ‘berkain’ of wastra lovers. Theories of culture, symbols, and meaning are used by the researcher as a tool to analyze the data. Qualitative research will be used with study case concepts. The data collection will be done through interview, observation, and netnography with informants. The result shows that there are similarities in culture in berkain activity that has been obtained through the ABC culture theory. The symbol that tends to be felt are Culture, Fight, and Identity. The meaning that surfaced in the berkain activity are fight and respect for the culture.

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How to Cite
RAMADHANTY, Anissa et al. Simbol dan Makna Berkain dalam Kalangan Pecinta Wastra. Kajian Branding Indonesia, [S.l.], v. 5, n. 2, p. 127-139, nov. 2023. ISSN 2721-2092. Available at: <https://journal.prasetiyamulya.ac.id/journal/index.php/kbi/article/view/1134>. Date accessed: 29 apr. 2024. doi: https://doi.org/10.21632/kbi.5.2.127-139.
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Issue
Vol 5 No 2 (2023): Kajian Branding Indonesia
Section
Articles
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