SELAMAT, IMELDA FORTUNATA (2025) ANALISIS RESEPSI MAHASISWA UNIVERSITAS MERCU BUANA (UMB) TERHADAP PESAN IKLAN TOLAK ANGIN VERSI ARI ILHAM SEBAGAI BINTANG IKLAN PADA RAMADAN 2025. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study is grounded in Tolak Angin’s effort to refresh its brand image through a 2025 advertising campaign featuring Ari Ilham as a brand ambassador in order to engage Generation Z. The research aims to examine how students of Universitas Mercu Buana interpret and respond to the brand image of Tolak Angin. The study adopts a qualitative approach with a descriptive design and applies reception analysis as the analytical method. Data were collected through in-depth interviews with seven Generation Z informants who had watched the Tolak Angin advertisement and possessed prior knowledge of the product. The findings reveal diverse audience interpretations. Two informants occupied a hegemonic position by fully accepting the intended message of brand modernization. Four informants were positioned in a negotiated reading, acknowledging the modern visual elements while continuing to perceive Tolak Angin as a traditional, family-oriented product. One informant demonstrated an oppositional reading by rejecting the image renewal presented in the advertisement. These results indicate that while the advertisement successfully raised awareness of the brand’s modernization efforts, it has not been entirely effective in reshaping the deeper meanings of Tolak Angin within Generation Z’s perceptions. Keywords: Reception Analysis, Brand Image, Stuart Hall, Tolak Angin, Generation Z. Penelitian ini dilatarbelakangi oleh upaya Tolak Angin dalam memperbarui brand image melalui iklan tahun 2025 dengan menghadirkan Ari Ilham sebagai bintang iklan untuk menjangkau Generasi Z. Penelitian ini bertujuan untuk menganalisis resepsi mahasiswa Universitas Mercu Buana terhadap brand image Tolak Angin. Penelitian menggunakan pendekatan kualitatif dengan tipe deskriptif dan metode analisis resepsi. Data dikumpulkan melalui wawancara mendalam terhadap tujuh informan Generasi Z yang telah menonton iklan Tolak Angin dan memiliki pengetahuan terkait produk tersebut. Hasil penelitian menunjukkan adanya perbedaan pemaknaan audiens. Dua informan berada pada posisi hegemonic dan menerima pesan modernisasi brand. Empat informan berada pada posisi negotiated, yaitu menerima unsur visual yang modern namun tetap memaknai Tolak Angin sebagai produk tradisional keluarga. Satu informan berada pada posisi oppositional dengan menolak pembaruan citra yang ditampilkan. Temuan ini menunjukkan bahwa iklan mampu meningkatkan kesadaran terhadap upaya modernisasi, namun belum sepenuhnya mengubah makna Tolak Angin dalam persepsi Generasi Z. Kata Kunci: Analisis resepsi, Brand Image, Stuart Hall, Tolak Angin, GenerasiZ
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