SUCI, MELATI (2023) ANALISIS RESEPSI KHALAYAK TERKAIT IDOL KOREA MENJADI BRAND AMBASSADOR SCARLETT WHITENING DI INSTAGRAM. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
In recent years, skincare has become a special attraction for the people of Indonesia so that local skincare sales have increased and have a high interest in the community. Seeing this opportunity, a local skincare phenomenon emerged using Korean celebrities/Idols as brand ambassadors. One of them is Scarlett Whitening. The purpose of this research is to find out the audience's reception of Korean idols as brand ambassadors on Instagram @scarlett_whitening. This study uses a descriptive qualitative approach using the Reception Analysis method proposed by Stuart Hall, namely by positioning the audience based on 3 types of positions, namely the position of dominant hegemony, negotiation and opposition. The reception model states that the meaning encoded by the sender can be decoded into different things by the receiver. The results of the study showed that the five informants were in a position of dominant hegemony, that is, the five informants accepted and liked the collaborations carried out by Scarlett with Korean idols such as Song Joong Ki and Twice as brand ambassadors. According to the five informants, this is the right strategy because the products offered by Korean Idol can add value to these products, making them far more attractive and more promising than local brand ambassadors. And also by making Korean Idols as brand ambassadors can increase brand awareness because fans of Korean Idols themselves have a wide market reach so they can help promote local products to the international realm. Keywords: Reception Analysis, Instagram, Brand Ambassador, Korean Wave Beberapa tahun ini skincare menjadi daya tarik tersendiri bagi masyarakat Indonesia sehingga penjualan skincare lokal meningkat dan memiliki daya minat yang tinggi di masyarakat. Melihat peluang tersebut, memunculkan fenomena skincare lokal menggunakan selebritis/Idol Korea sebagai brand ambassador. Salah satunya yaitu Scarlett Whitening. Tujuan dari penelitian adalah untuk mengetahui resepsi khalayak terhadap Idol Korea sebagai brand ambassador pada Instagram @scarlett_whitening. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan menggunakan metode Analisis Resepsi yang dikemukakan oleh Stuart Hall yaitu dengan memposisikan khalayak berdasarkan 3 jenis posisi yaitu posisi hegemoni dominan, negosiasi, dan oposisi. Model resepsi menyatakan bahwa makna yang dikodekan (encoded) oleh pengirim dapat diartikan (decoded) menjadi hal yang berbeda oleh penerima. Hasil penelitian menunjukan bahwa kelima informan berada di posisi hegemoni dominan, yaitu kelima informan menerima dan menyukai kolaborasi yang dilakukan Scarlett dengan Idol Korea seperti Song Joong Ki dan Twice sebagai brand ambassador. Menurut kelima informan hal tersebut merupakan strategi yang tepat karena produk yang ditawarkan oleh Idol Korea dapat menambah value dari produk tersebut sehingga jauh lebih menarik dan lebih menjanjikan dibandingkan brand ambassador lokal. Dan juga dengan menjadikan Idol Korea sebagai brand ambassador dapat menaikan brand awareness karena penggemar dari Idol Korea itu sendiri memiliki jangkauan pasar yang luas sehingga dapat membantu mempromosikan produk lokal hingga ke ranah Internasional. Kata Kunci : Analisis Resepsi, Instagram, Brand Ambassador, Korean Wave
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FK/KD. 23 010 |
| NIM/NIDN Creators: | 44519010001 |
| Uncontrolled Keywords: | Analisis Resepsi, Instagram, Brand Ambassador, Korean Wave |
| Subjects: | 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.6 Computer Graphics/Komputer Grafis, Grafika Komputer > 006.69 Special Topics in Computer Graphics/Topik Khusus dalam Grafik Komputer 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 |
| Divisions: | Fakultas Ilmu Komunikasi > Komunikasi Digital |
| Depositing User: | ADELINA HASNA SETIAWATI |
| Date Deposited: | 19 May 2023 02:57 |
| Last Modified: | 19 May 2023 02:57 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/77321 |
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