SALILA: A Narrative Study of Sigur.id's Necklace Product as a Symbol of "Forever"

Semiotics studies the nature of signs, where perceptions and views of reality are constructed by words and other signs used in social contexts. Signs or symbols shape human perception more than just reflecting existing reality. Necklace products from Sigur.id have special signs and symbols in each color intensity and component. One of them is a necklace named "Salila" as a symbol of forever and eternity. The purpose of this study is to reveal the signs or symbols contained in the "Salila" necklace product from Sigur.id in Branjang Village, West Ungaran, as a reference. To reveal this, Ferdinand de Saussure's semiotic theory is used which reveals signs or symbols based on two parts, namely thesignifier and thesignifier, and Roland Barthes' semiotic theory which reveals signs or symbols based on denotative, connotative, and mythical meanings. The research method used is field research , namely, by conducting research directly in the field to see the creative process carried out by the Sigur.id team of workers. The name "Salila" comes from the hindi language which means "forever", but more than that the signs or symbols poured on each color entity and its components are a combination of the reality of the universe, so that the indication of its meaning is to express an eternity. Based on that, the meaning of a name on a product is not only based on beauty, but there are signs or symbols that underlie the naming.