Unique words found in Indonesian McDonald's English menu as a form of brand awareness: a study of semiotics

This study examines the study of semiotics by analyzing a sign through a linguistic focus, especially on unique words using Saussure's theory. In this study there are three research problems 1).What are the signified and signifier in McDonald's English menu? 2).What messages are conveyed through words as a sign in the McDonald's English menu? and 3).How Brand Awareness is formed in the McDonald's English menu?. This study also uses the theory of brand awareness to measure the unique words on the McDonald's menu that are known to the public. This study uses a qualitative descriptive method by describing and analyzing data using the McDonald's English menu through the McDonald's application as the research object. The brand awareness theory analyzed includes four levels, there are the highest level is Top of Mind, the second level is Brand Recall, the third level is Brand Recognition, and the lowest level is Unaware Brand. To measure the level of brand awareness, the researcher conducted random sampling with a total of 21 respondents to fill out a questionnaire related to the McDonald's menu which was known through the Google form which was distributed through the WhatsApp group according to the age of the respondents according to McDonald's consumers ranging from children to adults. From the three research problems, this study analyzes the signifier as a general description of the name of the McDonald's menu and the signified as a detailed description of the shape, color and ingredients of the menu, and the message conveyed including the meaning and description by human senses of the name of the McDonald's menu as well as the level of brand awareness that determines the level of uniqueness of the words from the menu in terms of the extent to which the product is known by the public