PERSONAL CAR FOR JAVANESE CUSTOMERS: SEMIOTICS CULTURAL STUDY

Abstract

This study uncovers and explains the meaning of private car for javanese men and woman and also analyzes there are sons. This study is a qualitative research with a focus on getting in-depth knowledge about the meaning and significance of private cars for the owners in semiotics perspective of Peirce. The informants are 23 men and 14 women, with education level ranging from elementary school to doctoral degree with various professions. The findings show that consumers intepret their personal cars in different ways, both in symbols or an index. Informants who interpret his personal car assist primary meaning are reflected by using the cars function as a transportation tool. While secondary meaning is reflected in car as a sports facility and refreshment, sauna, wedding car and silaturahmi (visiting families and friends). Secondary meaning of car can also be called as "kelangenan".