PRIHADI, PIQO (2022) ANALISIS RESEPSI AUDIENCE TERHADAP PERSONAL BRANDING REGGY PRABOWO WONGKAR DALAM YOUTUBE CHANNEL MIAWAUG. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Youtube is one of the favorite platforms in Indonesia. Youtube can access various kinds of video content, ranging from music, movies, news and information, sports, lifestyle, games, and vlogs. The game is very popular with all people, both teenagers and adults. The MiawAug YouTube game channel is a YouTube content communication phenomenon that contains let's play videos of various games from genres to various titles. This study discusses how the audience's reception or audience's interpretation of Reggy Prabowo Wongkar's personal branding on the MiawAug YouTube Channel using Stuart Hall's encoding-decoding theory. The purpose of this study is to find out the audience's opinion on Reggy Prabowo Wongkar's personal branding through game content uploaded through his personal YouTube Channel. The audience in this study came from the millennial generation who are active in using social media. Data was collected through in-depth interviews. Most of the informants in this study stated that Reggy Prabowo Wongkar was a friendly, humble person, and did not speak harshly. The results of the study show that Reggy Prabowo Wongkar's consistency in building his personal branding from the start was one of the factors that encouraged the audience to subscribe to his personal Youtube Channel. Keywords: Reception Analysis, Personal Branding, game, YouTube. Youtube merupakan salah satu platform favorit di Indonesia. Youtube dapat mengakses berbagai macam konten video, mulai dari musik, film, berita dan informasi, olahraga, gaya hidup, game, dan vlog. game sangat digemari oleh semua kalangan baik itu remaja hingga dewasa. Channel game YouTube MiawAug adalah fenomena komunikasi konten youtube yang berisikan video let’s play dari beraneka game dari genre hingga judul yg beragam. Penelitian ini membahas tentang bagaimana resepsi audiens atau pemaknaan audiens terhadap personal branding Reggy Prabowo Wongkar dalam YouTube Channel MiawAug dengan menggunakan teori encoding-decoding milik Stuart Hall. Tujuan dari penelitian ini adalah untuk mengetahui pendapat audiens terhadap personal branding Reggy Prabowo Wongkar melalui konten game yang di-upload melalui Channel YouTube pribadi miliknya. Penonton dalam penelitian ini berasal dari ginerasi milenial yang atif menggunakan sosial media. Pengumpulan data dilakukan melalui wawancara mendalam. Sebagian besar informan dalam penelitian ini menyatakan bahwa Reggy Prabowo Wongkar adalah sosok yang ramah, humble, dan tidak berkata kasar. Hasil penelitian menunjukkan konsistensi Reggy Prabowo Wongkar dalam membangun personal branding-nya sejak awal menjadi salah satu faktor yang mendorong audiens mensubscribe Channel Youtube pribadi-nya. Kata kunci : Analisis Resepsi, Personal Branding, game, YouTube.
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