ZULFA, KAYLA AISYA (2026) RESEPSI KHALAYAK PADA PERSONAL BRANDING INFLUENCER CAHYANI RYAN DI KONTEN TIKTOK FITUR TIKTOK SHOP @CAHYANIRYNN TERKAIT PERILAKU KONSUMTIF GENERASI Z 2026. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze audience reception toward the personal branding of the TikTok account @cahyanirynn and its influence on the consumptive behavior of Generation Z. This research employed a qualitative approach using a Reception Analysis method. Data were collected through in-depth interviews with six informants who are active TikTok users and followers of the @cahyanirynn account. The data were analyzed using Stuart Hall’s Reception Theory, which categorizes audience interpretations into three positions: dominant reading, negotiated reading, and oppositional reading. The results of the study show that the majority of informants were positioned in the dominant reading category, where they accepted the messages conveyed by the content creator in accordance with the intended meaning. This was reflected in the high level of trust toward product recommendations, which was influenced by perceptions of authenticity, a relaxed and relatable communication style, and direct product demonstrations. Meanwhile, several informants were categorized in the negotiated reading position, as they accepted the messages while still considering personal needs, conditions, and conducting evaluations before making purchasing decisions. Limited tendencies toward oppositional reading were also found, particularly regarding certain aspects of the content delivery style. Furthermore, this study found that strong personal branding can influence the consumptive behavior of audiences, as indicated by product purchases based on creator recommendations, emotional impulses, and the phenomenon of Fear of Missing Out (FOMO). However, not all informants demonstrated high consumptive behavior, as some still maintained self-control in distinguishing between needs and wants. In conclusion, the personal branding of content creators on social media, particularly TikTok, plays a significant role in shaping the perceptions, trust, and consumption behavior of Generation Z. Keywords: audience reception, personal branding, TikTok Shop, consumptive behavior, Generation Z Penelitian ini bertujuan untuk menganalisis resepsi khalayak terhadap personal branding akun TikTok @cahyanirynn serta pengaruhnya terhadap perilaku konsumtif Generasi Z. Penelitian ini menggunakan pendekatan kualitatif dengan metodeAnalisis Resepsi. Teknik pengumpulan data dilakukan melalui wawancara mendalam terhadap enam informan yang merupakan pengguna aktif TikTok dan mengikuti akun @cahyanirynn. Analisis data dilakukan dengan menggunakan Teori Resepsi Stuart Hall yang mengkategorikan pemaknaan khalayak ke dalam tiga posisi, yaitu dominant reading, negotiated reading, dan oppositional reading. Hasil penelitian menunjukkan bahwa mayoritas informan berada pada posisi dominant reading, di mana mereka menerima pesan yang disampaikan oleh kreator sesuai dengan makna yang diharapkan. Hal ini ditunjukkan melalui tingginya tingkat kepercayaan terhadap rekomendasi produk, yang didasarkan pada persepsi autentisitas, gaya komunikasi yang santai dan relatable, serta demonstrasi penggunaan produk secara langsung. Sementara itu, sebagian informan berada pada posisi negotiated reading, yaitu menerima pesan dengan tetap mempertimbangkan kebutuhan pribadi, kondisi, serta melakukan evaluasi sebelum mengambil keputusan pembelian. Adapun kecenderungan oppositional reading ditemukan secara terbatas, terutama pada aspek tertentu dari cara penyampaian konten. penelitian ini menemukan bahwa personal branding yang kuat mampu memengaruhi perilaku konsumtif audiens, yang ditandai dengan adanya pembelian produk berdasarkan rekomendasi kreator, dorongan emosional, serta fenomena Fear of Missing Out (FOMO). Meskipun demikian, tidak seluruh informan menunjukkan perilaku konsumtif yang tinggi, karena sebagian masih memiliki kontrol dalam membedakan antara kebutuhan dan keinginan.Dengan demikian, dapat disimpulkan bahwa personal branding kreator di media sosial, khususnya TikTok, memiliki peran signifikan dalam membentuk persepsi, kepercayaan, dan perilaku konsumsi Generasi Z. Kata kunci: resepsi khalayak, personal branding, TikTok Shop, perilaku konsumtif, Generasi Z
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