AZIZAH, MAHIRA RAFIFA (2025) RESEPSI FOLLOWERS TERKAIT BRAND PERSONA DALAM MEMBANGUN CITRA NETFLIX INDONESIA MELALUI AKUN INSTAGRAM @NETFLIXID. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The development of social media has encouraged Netflix to adopt a glocalization strategy through a humorous and relatable brand persona on its Instagram handle @netflixid. This study aims to analyze followers' interpretations of this brand persona and examine its impact on Netflix Indonesia's brand image. This study uses six previous studies as primary references that indicate a gap between increasing online engagement and conversion into subscription decisions. To analyze the message interpretation process and fill this gap, this study uses Stuart Hall's Encoding/Decoding Model of Reception Theory. This theory focuses on how messages encoded by producers are received and decoded by audiences in three reception positions: Dominant-Hegemonic Position, Negotiation Position, and Opposition Position, as a framework for measuring message alignment. This study employed a qualitative approach using Stuart Hall's Reception Analysis method. Data were collected through in-depth interviews with nine informants who were active followers of the account. Data analysis used descriptive qualitative techniques to classify informants' responses into three reception positions based on their interpretations of Netflix's brand persona. The analysis shows that audiences perceive brand personas as relatable "digital friends." The majority of informants held a Dominant-Hegemonic Position regarding the core message. Netflix Indonesia's brand persona strategy on Instagram was highly effective. This success was evident in building a positive, modern, and relevant brand image, thus achieving its targeted marketing communication objectives. Keywords: Brand persona, Audience Reception, Stuart Hall's Decoding Theory, Netflix Indonesia, Instagram Perkembangan media sosial mendorong Netflix untuk mengadaptasi strategi glocalization melalui brand persona yang humoris dan akrab di Instagram @netflixid. Penelitian ini bertujuan menganalisis pemaknaan followers terhadap brand persona tersebut dan melihat dampaknya terhadap pembentukan citra merek Netflix Indonesia. Penelitian ini menggunakan enam penelitian terdahulu sebagai referensi utama yang menunjukkan adanya kesenjangan antara peningkatan online engagement dengan konversi menjadi keputusan berlangganan. Untuk menganalisis proses pemaknaan pesan dan mengisi kesenjangan tersebut, penelitian ini menggunakan Teori Resepsi Stuart Hall Encoding/Decoding Model. Teori ini berfokus pada bagaimana pesan yang di-encode oleh produsen diterima dan didecode oleh khalayak dalam tiga posisi resepsi: Posisi Dominan-Hegemonik, Posisi Negosiasi, dan Posisi Oposisi, sebagai kerangka ukur keselarasan pesan. Penelitian ini menggunakan pendekatan kualitatif dengan metode Analisis Resepsi Stuart Hall. Data dikumpulkan melalui wawancara mendalam terhadap sembilan informan followers aktif akun tersebut. Teknik analisis data dilakukan secara deskriptif kualitatif untuk mengklasifikasikan tanggapan informan ke dalam tiga posisi resepsi, berdasarkan pemaknaan mereka terhadap brand persona Netflix. Hasil analisis menunjukkan audiens memaknai brand persona sebagai "teman digital" yang relatable. Mayoritas informan berada pada Posisi DominanHegemonik atas pemaknaan inti pesan. Strategi Netflix Indonesia melalui brand persona di Instagram sangat efektif. Keberhasilan ini terbukti dalam membangun citra merek yang positif, modern, dan relevan, sehingga strategi ini berhasil mencapai tujuan komunikasi pemasaran yang ditargetkan. Kata Kunci: Brand persona, Resepsi Audiens, Teori Decoding Stuart Hall, Netflix Indonesia, Instagram.
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