VANESA, VIVI (2026) INTERPRETASI KHALAYAK TERKAIT PEMILIHAN ARTIS KOREA SEBAGAI BRAND AMBASSADOR SKINCARE LOKAL. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The widespread influence of the Korean Wave in Indonesia has encouraged many local skincare brands to utilize it as a marketing strategy, one of which is by selecting Korean artists as brand ambassadors. This strategy has created new perspectives in interpreting local brand identity amid the dominance of Korean popular culture. This study aims to examine audience interpretations regarding the selection of Korean artists as brand ambassadors for the local skincare brand Azarine on the Instagram account @azarinecosmeticofficial during the period of September 2025. This research employs Stuart Hall’s audience reception theory, with the encoding–decoding model as the main analytical framework. This theory explains that audiences occupy three positions in interpreting media messages: the dominant-hegemonic position, the negotiated position, and the oppositional position. The research method used is Stuart Hall’s reception analysis within a critical paradigm. Data were collected through in-depth interviews with eight informants selected using purposive sampling, representing diverse backgrounds, ages, genders, and levels of interest in Korean culture. The findings indicate that audience interpretations are divided into three reception positions: dominant, negotiated, and oppositional. In the dominant position, audiences perceive the selection of Korean artists as a modern strategy that strengthens the brand’s global image and visual appeal. The negotiated position reflects acceptance accompanied by a critical stance toward the representation of local identity. Meanwhil e, the oppositional position views the dominance of Korean aesthetics as potentially weakening the representation of Indonesian beauty and local values. These findings emphasize that audiences play an active role in interpreting marketing messages and highlight the importance of balancing global strategies with the reinforcement of local identity. Keywords: Reception Analysis, Brand ambassador, Local Skincare, Korean Wave, Social Media Maraknya Korean Wave di Indonesia mendorong banyak brand skincare lokal memanfaakannya sebagai salah satu strategi pemasaran, salah satunya memilih artis Korea sebagai brand ambassador. Strategi ini menyebabkan perspektif baru pada dalam memaknai identitas brand lokal di tengah dominasi budaya populer Korea. Penelitian ini bertujuan untuk mengetahui interpretasi khalayak terkait pemilihan artis Korea sebagai brand ambassador skincare lokal Azarine pada akun instagram @azarinecosmeticofficial periode September 2025. Penelitian ini menggunakan teori resepsi audiens dari Stuart Hall, dan encoding - decoding sebagai konsep analisis utama, Teori ini menjelaskan bahwa khalayak memiliki tiga posisi dalam memaknai pesan media yaitu posisi dominan hegemoni, posisi negosiasi, dan posisi negosiasi. Metode penelitian yang digunakan adalah metode analisis resepsi Stuart Hall dengan paradigma kritis. Teknik pengumpulan data dilakukan melalui wawancara mendalam kepada delapan informan yang dipilih secara purposive, dengan latar belakang, usia, jenis kelamin, serta tingkat ketertarikan budaya Korea yang beragam. Hasil penelitian menunjukkan bahwa pemaknaan khalayak terbagi ke dalam tiga posisi resepsi, yaitu dominan, negosiasi, dan oposisi. Pada posisi dominan, khalayak memaknai pemilihan artis Korea sebagai strategi modern yang mampu memperkuat citra global dan daya tarik visual brand. Posisi negosiasi menunjukkan penerimaan yang disertai sikap kritis terkait representasi identitas lokal. Sementara itu, posisi oposisi memandang bahwa dominasi estetika Korea berpotensi melemahkan representasi kecantikan dan nilai lokal Indonesia. Temuan ini menegaskan bahwa khalayak berperan aktif dalam memaknai pesan pada pemasaran serta mempertimbangkan adanya keseimbangan antara strategi global dan penguatan identitas lokal. Kata Kunci: Analisis Resepsi, Brand ambassador, Skincare Lokal, Korean Wave, Media Sosial
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