ANALISIS RESEPSI KHALAYAK MENGENAI BRAND IMAGE ECINOS PADA CAMPAIGN FACE OF ECINOS - FALL 2024 DI INSTAGRAM

AULIA, KHYRA MUSTIKA (2025) ANALISIS RESEPSI KHALAYAK MENGENAI BRAND IMAGE ECINOS PADA CAMPAIGN FACE OF ECINOS - FALL 2024 DI INSTAGRAM. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study analyzes audience reception regarding Ecinos’ Brand Image in the “Face of Ecinos – Fall 2024” Campaign on Instagram. The campaign aims to emphasize values of inclusivity and body diversity by encouraging individuals to express confidence in their personal style, while at the same time increasing Ecinos brand image amid intense competition among local fashion brands in Indonesia. This study employs a descriptive qualitative approach using Stuart Hall’s reception analysis and the constructivist paradigm. The research utilizes in-depth interviews with seven informants who actively use Instagram and have viewed the “Face of Ecinos – Fall 2024” Campaign. Source triangulation was applied to ensure data validity. The findings indicate two audience reception positions, namely the Dominant Hegemonic Position and the Negotiated Position. Informants in the Dominant Hegemonic Position agreed with and accepted the main messages in accordance with the campaign’s objectives, while those in the Negotiated Position accepted the core message but offered their own views based on personal experiences with the product and provided feedback to the brand. No informants were found in the Oppositional Position. This study concludes that the use of visual elements, the inclusion of diverse models, and the interaction between the brand and its audience on Instagram have been effective in capturing audience attention and positively communicating the campaign’s main message. Keywords: Reception Analysis, Brand Image, Campaign, Instagram. Penelitian ini menganalisis resepsi khalayak mengenai Brand Image Ecinos pada Campaign Face Of Ecinos – Fall 2024 di Instagram. Kampanye ini bertujuan untuk menekankan nilai inklusivitas dan keberagaman bentuk tubuh dengan mendorong setiap individu tampil percaya diri sesuai gaya pribadi, sekaligus meningkatkan citra merek Ecinos di tengah persaingan ketat antara brand Fashion lokal yang ada di Indonesia. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan metode analisis resepsi Stuart Hall dan paradigma kontruktivisme. Penelitian ini menggunakan wawancara mendalam dengan tujuh informan yang aktif menggunakan Instagram dan melihat Campaign Face Of Ecinos – Fall 2024. Triangulasi sumber digunakan untuk memastikan keabsahan data. Hasil penelitian menunjukkan dua posisi resepsi khalayak yaitu, Dominant Hegemonic Position dan Negotiated Position. Informan berada pada Dominant Hegemonic Position, menyetujui dan menerima pesan utama sesuai dengan tujuan dari Campaign, dan Informan yang berada pada Negotiated Position, menyetujui pesan utama namun memberikan pandangan sendiri terhadap Campaign sesuai dengan pengalaman pribadi terhadap produk dan memberikan masukkan kepada brand. Pada penelitian ini tidak ditemuka informan pada Oppositional Position. Penelitian ini menyimpulkan bahwa penggunaan visual, penggunaan model yang beragam, dan interaksi antara brand-audience dalam kampanye di Instagram terbukti berhasil dalam menarik perhatian audiens dan menyampaikan pesan utama yang dapat diterima kepada audience dengan positif. Kata Kunci : Analisis Resepsi, Brand Image, Campaign, Instagram.

Item Type:	Thesis (S1)
NIM/NIDN Creators:	44222010131
Uncontrolled Keywords:	Analisis Resepsi, Brand Image, Campaign, Instagram.
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 154 Subconscious and Altered States and Process/Psikologi Bawah Sadar > 154.6 Sleep Phenomena/Fenomena Tidur > 154.63 Dreams/Mimpi > 154.634 Analysis/Analisis 300 Social Science/Ilmu-ilmu Sosial > 370 Education/Pendidikan > 370.1-370.9 Standard Subdivisions of Education/Subdivisi Standar Dari Pendidikan > 370.7 Research and Statistical Methods/Metode Riset Penelitian Pendidikan
Divisions:	Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User:	khalimah
Date Deposited:	08 Jan 2026 03:41
Last Modified:	08 Jan 2026 03:41
URI:	http://repository.mercubuana.ac.id/id/eprint/100501

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