MAULIDDIYAH, DWI SHAFIRA (2023) ANALISIS RESEPSI KHALAYAK MENGENAI BRAND IMAGE % ARABICA DALAM INSTAGRAM @ARABICA.INDONESIA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The development of information and communication technology today has created various kinds of media channels for the dissemination of information. One of them is Instagram social media as a means of building a brand image for Arabica. Through Instagram, % Arabica tries to build a brand image with characteristics that differentiate it from other competitors. The purpose of this research is to analyze the public's interpretation of the % Arabica brand image through Instagram @arabica.indonesia. This study uses the Stuard Hall reception analysis method with a qualitative approach. Data collection was obtained from 7 informants through in-depth interviews. The results of this study obtained positive similarities through the background of this research with the results of field research, the characteristics of Japanese country design which are minimalist, modern and simple are also characteristics of the %Arabica shop. Six out of the seven informants occupy a dominant position, which means that they are dominated by a positive reception of the % Arabica brand image on Instagram @arabica.indonesia social media through the concept of brand image in three dimensions of brand association, namely: excellence, strength, and uniqueness of % Arabica which displays the image the hallmark of the % logo and the minimalist Japanese design is white in every shop. Keywords: brand image, reception analysis, % Arabica Perkembangan teknologi informasi dan komunikasi saat ini telah menciptakan berbagai macam saluran media untuk penyebaran informasi. Salah satunya media sosial instagram sebagai sarana membangun brand image bagi % Arabica. Melalui instagram % Arabica mencoba membangun brand image dengan cirikhas yang membedakannya dengan kompetitor lain. Tujuan dari penelitian ini untuk menganalisa interpretasi khalayak mengenai brand image % Arabica melalui instagram @arabica.indonesia. Penelitian ini menggunakan metode analisis resepsi Stuard Hall dengan pendekatan kualitatif. Pengambilan data diperoleh dari 7 informan melalui wawancara mendalam. Hasil penelitian ini mendapatkan kesamaan positif melalui latar belakang penelitian ini dengan hasil penelitian dilapangan, ciri khas desain negara Jepang yang minimalis, modern, dan simpel juga menjadi ciri dari kedai %Arabica. Enam dari ketujuh informan menempati posisi dominan yang artinya didominasi dengan resepsi positif terhadap brand image % Arabica di media sosial instagram @arabica.indonesia melalui konsep brand image dalam tiga dimensi asosiasi merek, yaitu : keunggulan, kekuatan, dan keunikan dari % Arabica yang menampilkan image ciri khas logo % dan desain kejepangan yang minimalis berwarna putih disetiap tokonya. Kata Kunci : brand image, analisis resepsi, % Arabica
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FK/PR. 23 115 |
| NIM/NIDN Creators: | 44219110093 |
| Uncontrolled Keywords: | brand image, analisis resepsi, % Arabica |
| Subjects: | 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 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: | CALVIN PRASETYO |
| Date Deposited: | 27 Sep 2023 06:43 |
| Last Modified: | 27 Sep 2023 06:43 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/81536 |
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