HIDAYAT, INDIKA YUSEFI (2023) INTERPRETASI KHALAYAK PADA BRAND REPUTATION LEMONILO MELALUI IKLAN YANG DIBINTANGI OLEH BOYGROUP KOREA NCT DREAM. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
A company's reputation will not develop if it does not have products or employees who contribute to the sustainability and success of a company. One company with a brand that already has a well-known reputation for its products is the Lemonilo brand. To have a well-known reputation certainly has its own way of highlighting its brand, which is also known as branding. Branding itself is one of the company's techniques in meeting the expectations of its customers in various ways, one of which is using what is currently popular. In highlighting its products through branding, the Lemonilo brand hooked up the Korean boy band NCT Dream which is currently popular in Indonesia as an advertisement star and brand ambassador for the Lemonilo Healthy Noodles product. Using Kpop as a way of branding products is a strategy in increasing a brand's reputation. The literature review consists of 7 previous studies. Theoretical studies in this study are Communication, Public Relations, Brand Reputation, Advertising, Brand Ambassadors, Reception Theory, Encoding-Decoding Models. This study uses a construction research paradigm, with a qualitative approach through reception analysis methods. Subjects in this study consisted of 6 informants. Data collection techniques include primary and secondary. The research results show that the informant's Lemonilo x NCT Dream advertisement tends to be in the Dominant Hegemonic position. Meanwhile, the tagline in Lemonilo's ad this time varied, be it Dominant, Negotiated and Opposition. Keywords: Audience Interpretation, Reception Analysis, Brand Reputation, Brand Ambassador,Communication. Reputasi perusahaan tidak akan berkembang jika didalamnya tidak memiliki produk ataupun karyawan yang ikut andil dalam keberlangsungan dan keberhasilan sebuah perusahaan. Salah satu perusahaan dengan brand yang sudah memiliki reputasi ternama akan produknya adalah brand Lemonilo. Untuk memiliki reputasi ternama tentu memiliki caranya tersendiri dalam menojolkan brand nya, yang disebut juga sebagai branding. Branding sendiri merupakan salah satu teknik perusahaan dalam memenuhi harapan pelanggan-nya melalui berbagai cara salah satunya adalah menggunakan yang sedang populer. Dalam menonjolkan produknya melalui branding, brand Lemonilo menggaet boyband Korea NCT Dream yang sedang populer di Indonesia sebagai bintang iklan dan brand ambassador dari produk Mie Sehat Lemonilo. Menggunakan Kpop sebagai cara membranding produk merupakan strategi dalam meningkatkan reputasi sebuah brand. Tinjauan pustaka terdiri dari 7 penelitian terdahulu. Kajian teoritis dalam penelitian ini adalah Komunikasi, Public Relations, Reputasi Merek, Iklan, Brand Ambassador, Teori Resepsi, Model Encoding-Decoding. Penelitian ini menggunakan paradigma penelitian konstruktivis, dengan pendekatan kualitatif melalui metode analisis resepsi. Subjek pada penelitian ini terdiri dari 6 Informan. Teknik pengumpulan data meliputi primer dan sekunder. Hasil Penelitian menunjukan bahwa mengenai iklan Lemonilo x NCT Dream seluruh informan pada posisi Dominant Hegemonic. Sedangkan tagline dalam iklan Lemonilo kali ini informan bervariasi baik itu Dominant, Negotiated dan Opposition. Kata Kunci: Interpretasi Khalayak, Analisis Resepsi, Brand Reputation, Brand Ambassador, Komunikasi.
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