Brand Storytelling Melalui Pendekatan Morfo-Semantik Pada Tradisi Syawalan Kupat Jembut di Pedurungan Semarang
DOI:
https://doi.org/10.55606/jurribah.v2i1.1179Keywords:
brand storytelling, morpho-semantic, syawalan tradition, kupat jembutAbstract
This research is to uncover brand storytelling through a morpho-semantic approach to the tradition of kupat jembut syawalan in Pedurungan Semarang. This article is the finding of a descriptive study using Ogden & Richard's semantic approach, using Crespo's storytelling theory of the Syawalan kupat-jembut tradition in Semarang, then analyzing its morphology to see its essence. The results of the study show: that the kupat jembut is used as a medium to attract the community so that the Syawalan tradition of the Pedurungan Semarang community can be preserved for the next generation. The naming does not reduce the essence of syawalan which is an expression of gratitude and hospitality. The research implication, narrative experience brings understanding to the essence of Islamic tradition to be preserved. Research is expected to contribute to Islamic cultural scholarship.
Keyword: , , ,
References
Aberbach, S., Buaron, B., Mudrik, L., & Mukamel, R. (2021). Same Action, Different Meaning: Neural substrates of Semantic Goal Representation. BioRxiv, 32(19), 4293–4303. https://doi.org/10.1093/cercor/bhab483
Ade S. (2022, April 26). “Ketupat Jembut, Tradisi Syawalan Ala Semarang yang Namanya Terinspirasi Ini.” Intisari-Online.Com. https://intisari.grid.id/
Afifi, E. (2022). Islam Nusantara: Islam & Nasionalisme. AL KAINAH: Journal Islamic Studies, 1(1), 73–91. https://ejournal.stai-mifda.ac.id/index.php/alkainah/article/view/7
Aimé, I. (2021). The dynamic construction of brand storytelling. Journal of Strategic Marketing, 354014609. https://doi.org/10.1080/0965254X.2021.1908404
Aji, D. U. (2021). “Turuk Bintul, Jajanan Jepara yang Namanya Jorok Tapi Rasanya Gurih Pulen.” DetikFood. https://food.detik.com/
Aji, R. P. (2014). Analisis Morfo-Semantis Nama-Nama Camilan Tradisional Berkorelasi Dengan Sifat Dan Bagian Tubuh Di Daerah Istimewa Yogyakarta. Skripsi. Yogyakarta: Sastra Nusantara, Universitas Gadjah Mada.
Alfarizi, M. S. R., Danastri, H. D., Maulidina, P. D. C., Junadhi, F., Shakila, L. M., & Aulia, T. A. (2022). Relevansi Negara Oseania dalam Diplomasi Iklim di PBB. Jurnal Good Governance, 18(1), 1–20. https://doi.org/10.32834/gg.v18i1.455
Alfian, M. F. (2022). “Sejarah Nama Makanan Kupat Jembut Tradisi Syawalan di Pedurungan Semarang.” Halosemarang.Id. https://halosemarang.id/
Amin, W. R. (2017). Kupatan, Tradisi untuk Melestarikan Ajaran Bersedekah, Memperkuat Tali Silaturahmi, dan Memuliakan Tamu. Al-A’raf : Jurnal Pemikiran Islam Dan Filsafat, 14(2), 267–282. https://doi.org/10.22515/ajpif.v14i2.893
Anggara, S. B. (2021, April 9). “Pikiran Ngeres. Eh, Tapi Rasanya Enak Lho.” Hipwee. https://www.hipwee.com/
Arif, M., & Melki, Y. L. (2019). Nilai Pendidikan Dalam Tradisi Lebaran Ketupat Masyarakat Suku Jawa Tondano Di Gorontalo. Madani, 1(2), 144–159. https://doi.org/10.30603/md.v1i2.1068
Astuti, R., & Alzate, A. M. T. (2022). Applications Of Giger and Davidhizar’s Transcultural Nursing Theory in Indonesia. Jurnal Kesehatan Budi Luhur : Jurnal Ilmu-Ilmu Kesehatan Masyarakat, Keperawatan, Dan Kebidanan, 15(2), 627–635. http://jurnal.stikesbudiluhurcimahi.ac.id/index.php/jkbl/article/view/149
Attamimi, I. Z. (2022). “Mengenal Ketupat Tauge, Makanan Unik Warga Semarang saat Syawalan.” Santri Kertonyono. https://santrikertonyono.com/
Azzahra, D. A. (2022). “10 Fakta Unik Ketupat Jembut, Menu Nyentrik Khas Syawalan di Semarang.” IDN Times. https://www.idntimes.com/
Bhangu, S., Provost, F., & Caduff, C. (2023). Introduction to qualitative research methods - Part 1. Perspectives in Clinical Research, 14(1), 39–42. https://doi.org/10.4103/picr.picr_253_22
Chen, Y. (2022). Psycholinguistic Analysis of the Semantic Meaning of Sentences in Listening Comprehension and Its Implications. Journal of Contemporary Educational Research, 6(11), 1–6. https://doi.org/10.26689/jcer.v6i11.4465
Crespo, C. F., Ferreira, A. G., & Cardoso, R. M. (2023). The influence of storytelling on the consumer–brand relationship experience. Journal of Marketing Analytics, 11(1), 41–56. https://doi.org/10.1057/s41270-021-00149-0
Crosson, A. C., McKeown, M. G., Lei, P., Zhao, H., Li, X., Patrick, K., Brown, K., & Shen, Y. (2021). Morphological analysis skill and academic vocabulary knowledge are malleable through intervention and may contribute to reading comprehension for multilingual adolescents. Journal of Research in Reading, 44(1), 154–174. https://doi.org/10.1111/1467-9817.12323
Dechent, F., Moeller, J., & Huber, C. G. (2022). Meaning Analysis and Alienation: A Method of Immanent Critique in Acute Psychiatry. International Journal of Environmental Research and Public Health, 19(23), 16194. https://doi.org/10.3390/ijerph192316194
Dias, P., & Cavalheiro, R. (2022). The role of storytelling in the creation of brand love: the PANDORA case. Journal of Brand Management, 29(3), 58–71. https://doi.org/10.1057/s41262-021-00254-6
Doyle, L., McCabe, C., Keogh, B., Brady, A., & McCann, M. (2020). An overview of the qualitative descriptive design within nursing research. Journal of Research in Nursing, 25(5), 443–455. https://doi.org/10.1177/1744987119880234
Dudiyono, D., Wahyudi, S., & Mawardi, K. (2022). Analysis of the Mainstreaming Program for Religious Moderation for Students: Study of Ministerial Regulation of Education and Culture Number 45 of 2014. International Journal of Social Science and Religion (IJSSR), 3(1), 55–70. https://doi.org/10.53639/ijssr.v3i1.54
ERA.id. (2023, April 22). “Mengenal Tradisi Setelah Lebaran, Syawalan atau Lebaran Ketupat.” ERA.Id. https://era.id/
Fauziah, F. N., & Fachira, I. (2021). The Evaluation of Digital Brand Storytelling Implementation in Local Brand. European Journal of Business and Management Research, 6(4), 344–349. https://doi.org/10.24018/ejbmr.2021.6.4.1030
Ferry, A., Nespor, M., & Mehler, J. (2020). Twelve to 24-month-olds can understand the meaning of morphological regularities in their language. Developmental Psychology, 56(1), 1–53. https://doi.org/10.1037/dev0000845
Fitriyah, F. K., Hidayah, N., Muslihati, & Hambali, I. M. (2022). Analysis of Character Values in the Indonesian Nation’s Motto “Bhinneka Tunggal Ika” through An Emancipatory Hermeneutical Study. Pegem Egitim ve Ogretim Dergisi, 12(1), 1–9. https://doi.org/10.47750/pegegog.12.01.01
Gari, N., Zulkifli, Z., Cisilya Putri, W., & Hasanah, L. (2020). Ogden and Richards Proposed Theories: A Brief Overlook as a Prominent Reference for the Current Studies. REiLA : Journal of Research and Innovation in Language, 1(3), 100–104. https://doi.org/10.31849/reila.v1i3.3827
Gempurnews. (2022, February 22). “Turuk Bintul, Jajanan Khas Jepara Dengan Rasa Gurih.” Gempurnews.Com. https://www.gempurnews.com/
Godino, J. D., Burgos, M., & Gea, M. M. (2022). Analysing theories of meaning in mathematics education from the onto-semiotic approach. International Journal of Mathematical Education in Science and Technology, 53(10), 2609–2636. https://doi.org/10.1080/0020739X.2021.1896042
Hasenäcker, J., Solaja, O., & Crepaldi, D. (2021). Does morphological structure modulate access to embedded word meaning in child readers? Memory and Cognition, 49(7), 1334–1347. https://doi.org/10.3758/s13421-021-01164-3
Hasnah, V. A., & Nugroho, S. P. (2021). Gastronomi Makanan Yogyakarta Sebagai Atraksi Wisata Kuliner. Undergraduate Conference on Language, Literature, and Culture (UNCLLE), 1(1), 141–154. http://publikasi.dinus.ac.id/index.php/unclle/article/view/4674
Hatma, T. (2023, February 22). “Resep Kue Kontol Sapi, Jajajan Unik dan Nyeleneh Khas Cilegon.” Theasianparent. https://id.theasianparent.com/
Hong, J. H. (Jenny), Yang, J., Wooldridge, B. R., & Bhappu, A. D. (2022). Sharing consumers’ brand storytelling: influence of consumers’ storytelling on brand attitude via emotions and cognitions. Journal of Product and Brand Management, 31(2), 265–278. https://doi.org/10.1108/JPBM-07-2019-2485
Houghton, D. M. (2021). Story elements, narrative transportation, and schema incongruity: a framework for enhancing brand storytelling effectiveness. Journal of Strategic Marketing, 1–16. https://doi.org/10.1080/0965254X.2021.1916570
Huang, C., Zhuang, S., Li, Z., & Gao, J. (2022). Creating a Sincere Sustainable Brand: The Application of Aristotle’s Rhetorical Theory to Green Brand Storytelling. Frontiers in Psychology, 13, 897281. https://doi.org/10.3389/fpsyg.2022.897281
Isnaeni, A. Y., & Prasetyo, S. Y. J. (2022). Klasifikasi Wilayah Potensi Risiko Kerusakan Lahan Akibat Bencana Tsunami Menggunakan Machine Learning. Jurnal Teknik Informatika Dan Sistem Informasi, 8(1), 33 – 42. https://doi.org/10.28932/jutisi.v8i1.4056
KamusJawa.Net. (2023). Kamus Jawa Online. KamusJawa.Net. https://www.kamusjawa.net/
Kosakarika, S. (2023). Brand storytelling techniques arousing emotional bonds in different customer groups based on cluster analysis. Kasetsart Journal of Social Sciences, 44(1), 281–292. https://doi.org/10.34044/j.kjss.2023.44.1.32
Krauss, K., Moll, C., Köhler, J., & Axhausen, K. W. (2022). Designing mobility-as-a-service business models using morphological analysis. Research in Transportation Business and Management, 45(1), 100857. https://doi.org/10.1016/j.rtbm.2022.100857
Kurniawan, A., Chusida, A., Atika, N., Gianosa, T. K., Solikhin, M. D., Margaretha, M. S., Utomo, H., Marini, M. I., Rizky, B. N., Prakoeswa, B. F. W. R., Alias, A., & Marya, A. (2022). The Applicable Dental Age Estimation Methods for Children and Adolescents in Indonesia. In International Journal of Dentistry (p. 6761476). https://doi.org/10.1155/2022/6761476
Kuswaya, A. (2021). Abreviasi Dalam Produk Makanan. Diksatrasia : Jurnal Ilmiah Pendidikan Bahasa Dan Sastra Indonesia, 5(1), 171–179. https://doi.org/10.25157/diksatrasia.v5i1.6545
Lestari, R. W., Siti Awaliyah, & Abd. Mu’id Aris Shofa. (2022). Tradisi Selamatan Ketupat dan Serabi Sebagai Tolak Bala di Masa Pandemi Covid-19 Pada Masyarakat Desa Sidorenggo, Kecamatan Ampelgading Kabupaten Malang. Journal Pendidikan Ilmu Pengetahuan Sosial, 14(1), 7–16. https://doi.org/10.37304/jpips.v14i1.4725
Liu, H., Wang, J., Wang, L., Zhang, W., & Deng, C. (2022). Two Morphological Awareness Components Have Different Roles in Chinese Word Reading Development for Primary Schoolers. Frontiers in Psychology, 13, 894894. https://doi.org/10.3389/fpsyg.2022.894894
Mastria, S., Agnoli, S., Corazza, G. E., Grassi, M., & Franchin, L. (2022). What inspires us? An experimental analysis of the semantic meaning of irrelevant information in creative ideation. Thinking and Reasoning, IF 2.915. https://doi.org/10.1080/13546783.2022.2132289
Misbah, M. M. (2019). The Ketupat Eating Tradition on Lebaran Ketupat Day in Java. Proceedings of the 2nd Internasional Conference on Culture and Language in Southeast Asia (ICCLAS 2018), 8–11. https://doi.org/10.2991/icclas-18.2019.3
Motoki, K., Park, J., Pathak, A., & Spence, C. (2022). The connotative meanings of sound symbolism in brand names: A conceptual framework. Journal of Business Research, 150, 365–373. https://doi.org/10.1016/j.jbusres.2022.06.013
Munawir. (2022). “Kupat Jembut, Makanan Unik dalam Tradisi Syawalan Khas Semarang.” Borobudurnews. https://borobudurnews.com/
Musyaffa, N., Prasetyo, A., & Sastra, R. (2021). Market Basket Analisys Data Mining Terhadap Data Penjualan Menggunakan Algoritma Frequent Pattern Growth (FP Growth). Jurnal Khatulistiwa Informatika, 9(2), 115–120. https://doi.org/10.31294/jki.v9i2.11133
Narottama, N., & Moniaga, N. E. P. (2022). Pengaruh Social Media Marketing Terhadap Keputusan Pembelian Konsumen Pada Destinasi Wisata Kuliner di Kota Denpasar. Jurnal Master Pariwisata (JUMPA), 8(2), 741 – 773. https://doi.org/10.24843/jumpa.2022.v08.i02.p19
Nurrokhmah, E. E., Salwa, D. F., Desiani, K. L., & Rosalita, T. (2022). Persepsi Generasi Milenial Terhadap Tradisi Grebeg Besar di Kabupaten Demak. Al Qalam: Jurnal Ilmiah Keagamaan Dan Kemasyarakatan, 16(1), 1–9. https://doi.org/10.35931/aq.v16i1.565
Ofy, M. S., & Walida, B. (2022). Tabungan Idul Fitri Sebagai Salah Satu Produk Simpanan Di BMT UGT Sidogiri. Airlangga Journal of Innovation Management, 3(1), 92–100. https://doi.org/10.20473/ajim.v3i1.36751
Purbaya, A. A. (2022). “Snapshots: Ini Penampakan Kupat Jembut Khas Syawalan di Semarang.” DetikJateng. https://www.detik.com/
Putra, A., & Arafat, Y. (2021). Penyelenggaraan Pembangunan NKRI Menuju Negara Maritim Berdasarkan Prinsip Negara Kepulauan. JURNAL AKTA YUDISIA, 3(1), 1–23. https://doi.org/10.35334/ay.v3i1.982
Rahmadani, A., Maulida, K., Chania, S., & Putra, R. B. (2022). Banana Caramelized : Inovasi Kuliner Dengan Menerapkan Konsep Kewirausahaan. Innovative: Journal Of Social Science Research, 2(1), 366–373. https://doi.org/10.31004/innovative.v2i1.3514
Rahmayadi, G. E., Aji, W. S., & Dzulkhaizar, M. F. (2022). Perancangan Branding Minuman Es Kelapa Muda “Ladpa Coco” Di Rajapolah Tasikmalaya. Kreatif : Jurnal Karya Tulis, Rupa, Eksperimental Dan Inovatif, 4(1), 24–34. https://doi.org/10.53580/files.v4i1.42
Rantio, G., & Rahman, S. (2022). Multikulturalisme Pendidikan Agama Islam. Journal of Education and Instruction (JOEAI), 5(1), 85–92. https://doi.org/10.31539/joeai.v5i1.3246
Reid, A., Ricklefs, M. C., Graaf, H. J. De, & Pigeaud, T. G. (1989). Chinese Muslims in Java in the Fifteenth and Sixteenth Centuries: The Malay Annals of Semarang and Cerbon. The American Historical Review, 94(2), 508. https://doi.org/10.2307/1866961
Rianti, A., Novenia, A. E., Christopher, A., Lestari, D., & Parassih, E. K. (2018). Ketupat as traditional food of Indonesian culture. Journal of Ethnic Foods, 5(1), 4–9. https://doi.org/10.1016/j.jef.2018.01.001
Riskos, K., Dekoulou, P., Hatzithomas, L., & Kotzaivazoglou, I. (2022). The impact of nostalgic corporate storytelling on brand heritage: A multiple mediation model. International Journal of Business Science and Applied Management, 13(2), 1–15. https://www.business-and-management.org/paper.php?id=160
Rosidin, O., Riansi, E. S., & Muhyidin, A. (2021). Leksikon Kuliner Tradisional Masyarakat Kabupaten Pandeglang. LITERA, 20(1), 49–75. https://doi.org/10.21831/ltr.v20i1.33908
Salim, R., & Carina, N. (2023). Revitalisasi Kawasan Pecinan Suryakencana Bogor Sebagai Sebuah Strategi Dalam Meningkatkan Citra Kawasan. Jurnal Sains, Teknologi, Urban, Perancangan, Arsitektur (Stupa), 4(2), 1737–1750. https://doi.org/10.24912/stupa.v4i2.22250
Sembiring, H., Mulyadi, & Setia, E. (2020). Konsep Nama Kuliner Khas Karo: Kajian Metabahasa Semantik Alami. Talenta Conference Series: Local Wisdom, Social, and Arts (LWSA), 3(3), 64–70. https://doi.org/10.32734/lwsa.v3i3.885
Setiawan, J. (2022, February 26). “12 Kuliner Namanya Jorok, Rasanya Enak.” Jurnal Sepernas. https://jurnalsepernas.id/
Setiowati, I., Rijal, S., & Purwanti, P. (2022). Penamaan pada Nama Unik Makanan di Kota Samarinda: Kajian Semantik. Ilmu Budaya, Jurnal Bahasa, Sastra, Seni, Dan Budaya, 6(2), 705–718. https://doi.org/10.30872/jbssb.v6i3.5788
Setya Budi, R. F., Sarjiya, & Hadi, S. P. (2019). Review on generation expansion planning based on Indonesia as an archipelagic country. Proceedings - 2019 5th International Conference on Science and Technology, ICST 2019, 9166406. https://doi.org/10.1109/ICST47872.2019.9166406
Setyaningrum, P. (2023, April 16). “Tradisi Syawalan di Semarang, dari Berbagi Kupat Jembut Hingga Ritual Sesaji Rewanda.” Kompas.Com. https://regional.kompas.com/
Shahrin, M., Ab Wahid, R., & Mohamed Isa, A. (2022). Forward Thinking in Building Sustainability Practice in Malaysia: A New Trend in Evaluating the Digital Brand Storytelling in Malaysian Social Enterprise Brand. European Journal of Business and Management Research, 7(3), 304–310. https://doi.org/10.24018/ejbmr.2022.7.3.1458
Sharp, E. A., & Munly, K. (2022). Reopening a can of words: Qualitative secondary data analysis. Journal of Family Theory and Review, 14(1), 44–58. https://doi.org/10.1111/jftr.12443
Simatupang, L., & Setyawati, R. (2023). Kajian Penamaan Kuliner di Balikpapan Menggunakan Teori Semantik Ogden-Richard. JSHP : Jurnal Sosial Humaniora Dan Pendidikan, 7(1), 18–31. https://doi.org/10.32487/jshp.v7i1.1601
Suija, K., Mardo, L. A., Laidoja, R., Nahkur, S., Parvelo, A., & Kalda, R. (2022). Experiences and expectation with the use of health data: a qualitative interview study in primary care. BMC Primary Care, 23(1), 159. https://doi.org/10.1186/s12875-022-01764-1
Sulistiarmi, W. (2023, April 4). “8 Kuliner ‘Ngeres’ Indonesia yang Ternyata Rasanya Lezat.” Phinemo.Com. https://phinemo.com/
Suripto, I. (2022, February 19). “Jajanan ‘Kontol Pesok’ Khas Brebes Ini Punya Kisah Menarik.” DetikFood. https://food.detik.com/
Utami, D. A., Reuning, L., Hallenberger, M., & Cahyarini, S. Y. (2021). The mineralogic and isotopic fingerprint of equatorial carbonates: Kepulauan Seribu, Indonesia. International Journal of Earth Sciences, 110(2), 513–534. https://doi.org/10.1007/s00531-020-01968-9
Utomo, H. P., & Novakarti, O. (2021). Pemaknaan Simbolis Tradisi Kupat Syawalan di Desa Jimbung Kabupaten Klaten. Journal of Development and Social Change, 4(2), 89–103.
Xu, Y., Liu, J., Yang, W., & Huang, L. (2018). Incorporating latent meanings of morphological compositions to enhance word embeddings. ACL 2018 - 56th Annual Meeting of the Association for Computational Linguistics, Proceedings of the Conference (Long Papers), 1232–1242. https://doi.org/10.18653/v1/p18-1114
Yuningsih, N., Nursuprianah, I., & Manfaat, B. (2021). Eksplorasi Etnomatematika pada Rancang Bangun Rumah Adat Lengkong. Jurnal Riset Pendidikan Matematika Jakarta, 5, 227–233. https://doi.org/10.21009/jrpmj.v3i1.19517
Zheng, C., & Zhang, J. (2022). Inspiring guests’ imagination of “home away from home” to choose Airbnb through brand storytelling. International Journal of Contemporary Hospitality Management, ahead-of-p. https://doi.org/10.1108/IJCHM-04-2022-0444
Zoetmulder, P. ., & Robson, S. . (2011). Kamus Jawa Kuna Indonesia. Jakarta : Gramedia.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Jurnal Riset Rumpun Ilmu Bahasa (JURRIBAH)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
