INTERPRETASI KHALAYAK TERHADAP PESAN PEMBERDAYAAN MITRA UMKM & DRIVER OJEK ONLINE DI INSTAGRAM @GOJEKINDONESIA (Analisis Resepsi Kampanye Goto Dalam Iklan "Indonesia Bangkit Bersama Gojek, Gopay, dan Tokopedia")

KESTURI, VICI ARNIZA (2023) INTERPRETASI KHALAYAK TERHADAP PESAN PEMBERDAYAAN MITRA UMKM & DRIVER OJEK ONLINE DI INSTAGRAM @GOJEKINDONESIA (Analisis Resepsi Kampanye Goto Dalam Iklan "Indonesia Bangkit Bersama Gojek, Gopay, dan Tokopedia"). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The pandemic is still a frightening specter for most people. One that has been greatly affected by the pandemic is the perpetrator (MSMEs). GOTO takes part in this role by carrying out its CSR program through campaigns in the form of creative advertisements to awaken affected UMKM. The purpose of this research is to find out the audience's interpretation of the message on Empowerment of UMKM & Online Ojek Drivers in the Goo Campaign through advertisements "Indonesia Rises with Gojek, Gopay, and Tokopedia" on Instagram @gojekindonesia. The theory used in this study is the theory of meaning put forward by Struat Hall. Adaptation of the theory of audience meaning from the encoding-decoding model. The researcher uses reception analysis research with a qualitative approach to reveal how audiences can interpret the messages that have been given in the Goto campaign through the advertisement "Indonesia Rises with Gojek, Tokopedia, and Gopay". In addition to audience reception, it is also influenced by their perspective on social reality, experience, education, and media consumption for each individual. From the results of the study it showed that the majority of informants were in a dominant position because the informants had an understanding and use of online applications and social media, also the age of the informants who were in the early stages of adulthood affected the way the informants perceived the contents of the empowerment messages displayed in the form of advertisements to make the informants accept their existence. empowerment of UMKM and Gojek drivers. Keywords: Audience Interpretation, Contents of Empowerment Messages, Advertising Pandemi masih menjadi sebuah momok yang menakutkan bagi sebagian besar masyarakat. Salah satu yang sangat terdampak oleh pandemic ialah pelaku (UMKM). GOTO ikut ambil andil dalam peran ini dengan melakukan program CSR nya melalui kampanye dalam bentuk iklan kreatif untuk membangkitkan UMKM yang terdampak. Tujuan penelitian ini guna mengetahui Interpretasi Khalayak Terhadap Pesan Pemberdayaan Mitra UMKM & Driver Ojek Online Dalam Kampanye Goo Melalui Iklan “Indonesia Bangkit Bersama Gojek, Gopay, dan Tokopedia” Di Instagram @gojekindonesia. Teori yang digunakan dalam penelitian ini adalah teori pemaknaan yang dikemukakan oleh Struat Hall. Teori pemaknaan khalayak adaptasi dari model encoding-decoding. Peneliti menggunakan penelitian analisis resepsi dengan pendekatan kualitatif untuk mengungkap bagaimana khalayak dapat memaknai pesan yang telah diberikan dalam kampanye Goto melalui iklan “Indonesia Bangkit Bersama Gojek, Tokopedia, dan Gopay”. Selain resepsi khalayak juga dipengaruhi cara pandang mereka terhadap realita sosial, pengalaman, pendidikan, hingga pada konsumsi media bagi setiap individu. Dari hasil penelitian menunjukan mayoritas informan berada di posisi dominan dikarenakan informan memiliki pemahaman dan penggunaan pada aplikasi online dan media sosial. Usia informan berada pada dewasa tahap awal mempengaruhi cara informan beresepsi pada isi pesan pemberdayaan yang ditampilkan dalam bentuk iklan membuat infroman menerima atas adanya pemberdayaan mitra UMKM dan driver Gojek. Kata Kunci : Interpretasi Khalayak, Isi Pesan Pemberdayaan, Iklan

Item Type: Thesis (S1)
Call Number CD: FK/PR. 23 089
Call Number: SK/42/23/059
NIM/NIDN Creators: 44219010012
Uncontrolled Keywords: Interpretasi Khalayak, Isi Pesan Pemberdayaan, Iklan
Subjects: 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
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)
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 > 302.24 Content/Isi 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: 07 Sep 2023 08:27
Last Modified: 07 Sep 2023 08:27
URI: http://repository.mercubuana.ac.id/id/eprint/80413

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