RESEPSI FOLLOWERS MENGENAI BRAND IMAGE SCARLETT WHITENING DALAM INSTAGRAM @SCARLETT_WHITENING

WULANDARI, INTAN (2023) RESEPSI FOLLOWERS MENGENAI BRAND IMAGE SCARLETT WHITENING DALAM INSTAGRAM @SCARLETT_WHITENING. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The background of the research carried out by researchers was: In Scarlett Whiteng's post on February 27 2022, Scarlett Whitening provided information that they had just opened their first pop up store in Paris, as well as launching their newest product. However, in this post, comments were found that did not understand the message that Scarlett Whitening wanted to convey, such as someone asking for a discount, asking about what Scarlett Whitening was posting and so on. The purpose of this research is to find out the audience's reception in interpreting the brand image built by Scarlett Whitenning on the Instagram account @scarlett_whitenning. This study uses reception theory from Stuart Hall with a qualitative approach. Data collection was carried out through in-depth interviews with 10 informants. The results of the study explained that the informants were divided into 3 positions, namely dominant, negotiation and opposition. In interpreting the brand image on the Instagram account @scarlett_whitening. In a dominant position, the character of the informant is an active follower, and the informant in this position has no experience in the world of beauty care and the social circle is still not wide enough. In the negotiating position, the character of the informant is still included in active followers, and the informant also has experience in the world of beauty care, and has a fairly wide social circle. In the opposition position, the character of the informant is not an active follower, and the informant also has experience in the world of beauty care, and has a broader scope. Keywords: Brand Image, Reception, Scarlett Whitening Penelitian yang di lakukan oleh peneliti dilatar belakangi oleh Pada postingan scarlett whiteng tanggal 27 februari 2022, scarlett whitening memberikan informasi bahwa mereka baru saja membuka pop up store pertama mereka diparis, sekaligus launching produk terbaru mereka. Namun, dalam postingan tersebut ditemukanya komentar yang belum mengerti akan pesan yang ingin disampaikan oleh scarlett whitening seperti ada yang meminta diskon, menayakan perihal apa yang sedang di posting oleh scarlett whitening dan lain sebagainya Tujuan dari penelitian ini adalah untuk mengetahui resepsi khalayak dalam memaknai brand image yang dibangun oleh scarlett whitenning dalam akun Instagram @scarlett_whitenning. Penelitian ini menggunakan teori resepsi dari stuart hall dengan pendekatan kualitatif. Pengambilan data dilakukan melalui wawancara mendalam dengan 10 informan. Hasil penelitian menjelaskan bahwa informan terbagi atas 3 posisi yaitu dominan, negosiasi dan oposisi. Dalam memaknai brand image yang di akun Instagram @scarlett_whitening. Pada posisi dominan, karakter informan termasuk kedalam followers aktif, dan informan yang ada pada posisi ini tidak memiliki experience di dalam dunia perawatan kecantikan dan lingkup pergaulan yang masih kurang luas. Pada posisi negosiasi karakter informan termasuk masih masuk kedalam followers aktif, dan informan juga memiliki experience di dalam dunia perawatan kecantikan, serta mempunyai lingkup pergaulan yang cukup luas. Pada posisi oposisi, karakter informan termasuk kedalam bukan followers aktif, dan informan juga memiliki experience di dalam dunia perawatan kecantikan, serta mempunyai lingkup yang lebih luas. Kata Kunci : Brand Image, Resepsi, Scarlett Whitening

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