ANALISIS RESEPSI FOLLOWERS PADA KAMPANYE PROMOSI “KEJUTAN BELANJA UNTUNG” INSTAGRAM @TOKOPEDIA PERIODE 2022

HAMIDAH, RIQQAH (2023) ANALISIS RESEPSI FOLLOWERS PADA KAMPANYE PROMOSI “KEJUTAN BELANJA UNTUNG” INSTAGRAM @TOKOPEDIA PERIODE 2022. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

KEBUT is a campaign that has various types of special attractive promotions that are present every month to make it easier for tokopdia users to dare to start getting the various things they need. As an e-commerce, the focus of this research is how the audience interprets (dominant hegemonic position, negotiating position, and opposition position) towards Instagram's "Profit Shopping Surprise" promotional campaign @tokopedia the 2022 period. The purpose of the study was to analyze the acceptance of Instagram audiences @tokopedia on Instagram's "Kejutan Belanja Untung" promotion campaign @tokopedia the 2022 period. Audience acceptance was analyzed using Stuart Hall's encoding-decoding reception analysis theory and regarding four consumer psychological factors, namely motivation, perception, learning and attitudes. Research uses a constructivist paradigm, the type of research is descriptive qualitative with reception analysis methods. The technique of checking the validity of the data in this studyis source triangulation. In-depth interview data collection techniques to seven informants who are followers of @tokopedia's Instagram account. The results showed that the categorization of motivations and attitudes of the seven informants was consistent in the hegemonic dominant position. Meanwhile, the categorization of perceptions and learning of the seven informants in the dominant position of hegemonic and opposition. Keywords: Followers Reception, Promotional Campaign, Online Shopping, Instagram, Consumer Psychology KEBUT adalah kampanye yang memiliki beragam jenis promosi menarik khusus yang hadir setiap bulan untuk memudahkan pengguna tokopdia untuk berani memulai mendapatkan berbagai hal yang mereka butuhkan. Sebagai e-commerce, Fokus penelitian ini adalah bagaimana interpretasi khalayak (posisi dominan hegemonik, posisi negosiasi, dan posisi oposisi) terhadap kampanye promosi “Kejutan Belanja Untung”Instagram @tokopedia periode 2022. Tujuan penelitian adalah menganalisa penerimaan khalayak Instagram @tokopedia pada kampanye promosi “Kejutan Belanja Untung” Instagram @tokopedia periode 2022. Penerimaan khalayak dianalisa menggunakan teori analisis resepsi encodingdecoding Stuart Hall dan mengenai empat faktor psikologis konsumen yakni motivasi, persepsi, pembelajaran dan sikap. Penelitian menggunakan paradigma kontruktivis, jenis penelitian adalah kualitatif deskriptif dengan metode analisis resepsi. Teknik pemeriksaan keabsahan data pada penelitian ini adalah triangulasi sumber. Teknik pengumpulan data wawancara mendalam (in depth interview) kepada tujuh informan yangmerupakan followers akunInstagram @tokopedia. Hasil penelitian menunjukkan pada kategorisasi motivasi dan sikap ketujuh informan konsisten pada posisi dominan hegemonik. Sedangkan kategorisasi persepsi dan pembelajaran ketujuh informan pada posisi dominan hegemonik dan oposisi. Kata Kunci : Analisis Resepsi, Belanja Online, Kampanye Promosi, Instagram, Psikologi Konsumen

Item Type: Thesis (S1)
Call Number CD: FK/PR. 23 069
NIM/NIDN Creators: 44219010006
Uncontrolled Keywords: Analisis Resepsi, Belanja Online, Kampanye Promosi, Instagram, Psikologi Konsumen
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 > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
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 > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi)
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 01 Jul 2023 08:01
Last Modified: 01 Jul 2023 08:01
URI: http://repository.mercubuana.ac.id/id/eprint/78628

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