Analisis Semiotika Moodboard Warna dalam Meningkatkan Minat Beli Botol Rosca di Shopee

Abstract

The increasingly sophisticated development of digital technology has had an impact on changes in communication strategies, shifting from traditional methods to more visually oriented approaches that better attract audience attention. This study aims to analyze the use of color moodboards in influencing purchase interest toward Rosca bottle products on Shopee by employing semiotics as the main theoretical framework. The research focuses on visual color communication as a sign that conveys denotative, connotative, and mythical meanings, which play a crucial role in shaping consumer perceptions particularly among Generation Z and Millennials who exhibit strong visual sensitivity. This study adopts a qualitative method, collecting data through in-depth interviews with ten Rosca product users. The results show that color moodboards conveying aesthetic, modern, and minimalist impressions produce positive connotative meanings that enhance consumers’ initial interest. Additionally, product visuals influence perceptions of quality and price suitability, thereby increasing perceived value. The findings also indicate that the chosen colors align with Gen Z and Millennial preferences, reinforcing certain myths that make Rosca’s visual strategy effective in capturing consumer attention. The study concludes that color moodboards play an important role not only as communication strategies but also as visual signs carrying semiotic meaning that contribute to increasing purchase intention on Shopee. Future research is expected to use different methodological approaches such as quantitative methods to examine the influence and relationship between visual elements and brand loyalty or expand the research scope to other e-commerce platforms and product categories to assess the consistency of color influence in a broader context.