RESEPSI AUDIENS PADA PESAN INOVASI PELAYANAN FITUR “FEMALE SEAT MAP” DALAM AKUN INSTAGRAM @KAI12_

KALOH, KAREN MEVIA JAMES (2026) RESEPSI AUDIENS PADA PESAN INOVASI PELAYANAN FITUR “FEMALE SEAT MAP” DALAM AKUN INSTAGRAM @KAI12_. S1 thesis, Universitas Mercu Buana Jakarta - Menteng.

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Abstract

Female Seat Map merupakan inovasi layanan yang dikembangkan oleh PT Kereta Api Indonesia (Persero) untuk meningkatkan keamanan dan kenyamanan penumpang perempuan. Penelitian ini bertujuan menganalisis resepsi audiens terhadap pesan inovasi layanan Female Seat Map yang dikomunikasikan melalui akun Instagram resmi PT Kereta Api Indonesia (Persero) @KAI121_. Penelitian ini menggunakan teori resepsi Stuart Hall dengan kerangka encoding–decoding yang membagi posisi penerimaan audiens ke dalam tiga kategori, yaitu hegemonik dominan, negosiasi, dan oposisi. Analisis inovasi layanan merujuk pada konsep service innovation menurut Miles yang mencakup inovasi dalam pelayanan, proses, dan organisasi jasa. Penelitian ini menggunakan paradigma konstruktivisme dengan pendekatan kualitatif. Data diperoleh melalui wawancara mendalam terhadap sepuluh informan pengikut akun Instagram @KAI121_ yang merupakan pengguna layanan kereta api, serta didukung oleh observasi unggahan Instagram dan studi pustaka. Keabsahan data dijaga melalui triangulasi sumber. Hasil penelitian menunjukkan bahwa mayoritas informan berada pada posisi hegemonik dominan dengan menerima pesan inovasi layanan Female Seat Map sebagai upaya yang relevan dalam meningkatkan rasa aman dan nyaman. Sebagian informan berada pada posisi negosiasi dengan memaknai inovasi secara kontekstual berdasarkan pengalaman perjalanan, sementara sebagian kecil berada pada posisi oposisi karena menilai adanya kesenjangan antara pesan komunikasi dan praktik pelayanan di lapangan. The Female Seat Map is a service innovation developed by PT Kereta Api Indonesia (Persero) to enhance the safety and comfort of female passengers. This study aims to analyze audience reception of the service innovation message of the Female Seat Map as communicated through the official Instagram account of PT Kereta Api Indonesia (Persero), @KAI121_. This research employs Stuart Hall’s reception theory using the encoding– decoding framework, which categorizes audience reception into three positions: dominant–hegemonic, negotiated, and oppositional. The analysis of service innovation refers to Miles’ concept of service innovation, which encompasses innovation in service delivery, processes, and service organizations. This study adopts a constructivist paradigm with a qualitative approach. Data were collected through in-depth interviews with ten informants who are followers of the Instagram account @KAI121_ and users of railway services. The data were further supported by observation of Instagram posts and literature review. Data validity was ensured through source triangulation. The findings indicate that the majority of informants occupy the dominant– hegemonic position, accepting the Female Seat Map service innovation message as a relevant effort to improve feelings of safety and comfort. Some informants fall into the negotiated position, interpreting the innovation contextually based on their travel experiences, while a small number of informants adopt an oppositional position, perceiving a gap between the communicated message and the actual service practices in the field.

Item Type:	Thesis (S1)
NIM/NIDN Creators:	44222010225
Uncontrolled Keywords:	Resepsi Audiens, Inovasi Pelayanan, Female Seat Map, Instagram, Komunikasi Korporat. Audience Reception, Service Innovation, Female Seat Map, Instagram, Corporate Communication.
Subjects:	300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi 300 Social Science/Ilmu-ilmu Sosial > 350 Public Administration and Military Science/Administrasi Negara dan Ilmu Kemiliteran > 354 Administration of Economy/Departemen Perekonomian > 354.7 Administration of Commerce, Communications, Transportation/Administrasi Perdagangan, Komunikasi, Transportasi 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
Divisions:	Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User:	ZAIRA ELVISIA
Date Deposited:	19 Feb 2026 02:39
Last Modified:	19 Feb 2026 02:39
URI:	http://repository.mercubuana.ac.id/id/eprint/100987

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