The Perception of Petra Christian University Students Towards the Connection Between “Converse” Brand and Its “Proud to Be” Statement on Its T-Shirt Line

Samuelita Dayu Maharani(1*),

(1) Petra Christian University Jl. Siwalankerto No.121-131, Siwalankerto, Wonocolo Surabaya
(*) Corresponding Author


This thesis mainly deals with the theory of perception and decoding process to observe how Petra Christian University students perceive the connection between Converse brand and the use of  language in one of its T-shirt products, “Proud to be”. From the analysis, the researcher found out that the students could draw a line between the brand and its statement on its T-shirt design. This means that “Proud to be” statement is considered a success as a code to express the company’s message to its consumers and suits the brand personality of Converse. In conclusion, the language used in product design is able to communicate the brand personality. 


perception; decoding; language use; product design; brand personality

Full Text:



Abigail, S. M. 2014. The Perception of Petra Christian University male and female students toward the language used in a hotel website and the hotel itself. Unpublished thesis: Petra Christian University.

Bengtson, R. 2013, May 29. 50 Things You Didn't Know About Converse Chuck Taylor All Stars. Retrieved from:

Brunner, R., Emery, S. 2009. Do you matter? : How great design will make people love your company. New Jersey: Pearson Education, Inc.

Chandler, D. 2007. Semiotics: the Basics – 2nd edition. New York: Routledge.

Chandler, D. (n.d.). Semiotics for beginners: Encoding/decoding. Retrieved from:

The history of the Converse All Star “Chuck Taylor” basketball shoe. (n.d.) Retrieved from:

Converse ft lead support associate Somerville, Massachusetts. (2017, September 25). Retrieved from:

Dörnyei, Z. 2007. Research methods in applied linguistics: quantitative, qualitative, and mized methodologies. Oxford: Oxford University Press.

Foreman. 2014. Converse shoes: in the all star game. Retrieved from:

Kusuma, S. 2010. The perceived meaning of various fast foods slogans and the reasons based on the background knowledge among the fast foods customers in Surabaya. Unpublished thesis: Petra Christian University.

Newcomb. 2015. The Chuck Taylor All Star: a story of the first signature sneaker. Retrieved from:

Schiffman, L., Kanuk, L. 2007. Consumer Behavior – 9th edition. New Jersey: Pearson Education.

Schultz, D., Barnes, B. 1999. Strategic Brand Communication Campaigns - 5th edition. Illinois: NTC Business Book.

Yes to All. (n.d) Retrieved from:



  • There are currently no refbacks.

Supported by:

Indexed in:





Stats (installed since 17 December 2018)
View My Stats