Representation of Gen Z Women’s Characteristics in the Visual Promotion of the Export Bag Brand on Instagram

Abstract

Gen Z is known as a generation of digital natives, with social media already being an integral part of their lives. Gen Z possesses distinct characteristics such as social awareness and a strong orientation toward a modern lifestyle. The Exsport brand utilizes Instagram to promote its products by presenting visuals that depict Gen Z women as active, independent, and stylish consumers. The object of this study is the promotional visual content uploaded on Exsport’s official Instagram account. This research uses a qualitative approach by collecting data through selected sample content that represents the overall promotional visuals on Exsport’s Instagram. It is also supported by questionnaire data collected from the audience to provide direct insights from Gen Z female audiences. In the data analysis process, this study employs Ferdinand de Saussure’s semiotic theory to analyze visual elements such as model imagery, color, clothing, graphic elements, and typography used in Exsport’s promotional visuals. Through this approach, the researcher can identify the relationship between the signifier and the signified. The aim of this study is to analyze the representation of Gen Z women’s characteristics as reflected in Exsport’s promotional visuals on Instagram. The research findings are expected to provide insight into how Exsport conveys messages and builds brand identity through visuals that align with Gen Z women’s values, as well as contribute to the development of effective digital marketing strategies for younger audiences.