ANALISIS RESEPSI FOLLOWERS AKUN INSTAGRAM @TEDDYCLUBS TERHADAP PESAN KAMPANYE "PLANT WITH US"

SAKANTI, GISELA LUNETTA (2023) ANALISIS RESEPSI FOLLOWERS AKUN INSTAGRAM @TEDDYCLUBS TERHADAP PESAN KAMPANYE "PLANT WITH US". S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Nowadays, brands in skincare and beauty industry are growing. So that each of these brands has a strategy to increase their audience and brand image, one of which is by conducting campaigns. Like what the Teddy Clubs brand did, they created a Plant with Us Campaign. Brand Teddy Clubs chose Instagram social media to disseminate information about the campaign through content on their feeds and Instagram stories. This study aims to obtain acceptance and meaning (reception) from followers of the @teddyclubs Instagram account for the message content of the Plant with Us Campaign content. This study uses a qualitative approach with the Stuart Hall model of reception analysis method, which positions informants in three positions, namely Hegemonic Dominant, Negotiation, and Opposition. The results of the study stated that as many as 63 of the informants' answers were in a Dominant Hegemony position, obtaining acceptance and meaning in accordance with what was conveyed in the Plant with Us Campaign content. Then 17 informants' answers in the Negotiation position accepted the contents of the message content but gave exceptions to meaning according to the understanding and experience of each informant, and 4 informants' answers in the Opposition position gave rejection to the contents of the message content. Thus, explaining that the messages in the Plant with Us Campaign content were able to gain acceptance and meaning from the informants in accordance with what the Teddy Clubs brand wanted to convey. Keywords: Campaign, Teddy Clubs, Instagram, Reception Analysis, Brand Image Dewasa ini, brand di industri skincare dan kecantikan semakin berkembang. Sehingga setiap brand tersebut memiliki strategi untuk meningkatkan audiences dan brand image mereka, salah satunya dengan melakukan kampanye. Seperti yang dilakukan oleh brand Teddy Clubs, mereka membuat Kampanye Plant with Us. Brand Teddy Clubs memilih media sosial Instagram untuk menyebarkan informasi mengenai kampanye melalui konten di feeds dan Instagram story mereka. Penelitian ini bertujuan untuk memeroleh penerimaan dan pemaknaan (resepsi) dari followers akun Instagram @teddyclubs terhadap isi pesan dari konten Kampanye Plant with Us. Penelitian ini menggunakan pendekatan kualitatif dengan metode analisis resepsi model Stuart Hall, yang memposisikan informan dalam tiga posisi, yaitu Hegemoni Dominan, Negosiasi, dan Oposisi. Hasil penelitian menyatakan bahwa sebanyak 63 jawaban informan berada pada posisi Hegemoni Dominan, memeroleh penerimaan dan pemaknaan yang sesuai dengan yang disampaikan pada konten Kampanye Plant with Us. Kemudian 17 jawaban informan pada posisi Negosiasi, menerima isi pesan konten namun memberi pengecualian pemaknaan sesuai pemahaman dan pengalaman masing-masing informan, serta 4 jawaban informan pada posisi Oposisi memberi penolakan terhadap isi pesan konten. Sehingga menjelaskan bahwa pesan pada konten Kampanye Plant with Us mampu memeroleh penerimaan dan pemaknaan dari para informan sesuai dengan yang ingin disampaikan oleh brand Teddy Clubs. Kata Kunci: Kampanye, Teddy Clubs, Instagram, Analisis Resepsi, Brand Image

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