ANALISIS RESEPSI MENGENAI BRAND IMAGE EYELOVIN DI AKUN INSTAGRAM @eyelovin

SUAIDAH, DEBY (2024) ANALISIS RESEPSI MENGENAI BRAND IMAGE EYELOVIN DI AKUN INSTAGRAM @eyelovin. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research originated from Eyelovin's post in August 2023, which featured educational content about the correct storage of softlens. Followers' responses showed some comments that did not fully understand Eyelovin's message, with negative responses related to softlens content. This study aims to explore followers' reception of Eyelovin's brand image on the @eyelovin Instagram account, especially in situations where the brand message may not be fully understood by the audience. This research uses communication theory, public relations theory, marketing public relations theory, CMC theory, new media theory, Instagram theory, encoding decoding theory, uses and gratifications theory and brand image theory. The results of the study explain that informants are divided into 2 positions, namely dominant, and opposition. In interpreting the brand image on the @eyelovin Instagram account. In the dominant position, the informant's character is included in the active followers, and the informants in this position have no experience in the world of beauty care and a less extensive social circle. Because in this study no informants were found who answered in the negotiation position, it cannot be known what kind of character and how his background is In the opposition position, the informant's character is not an active follower, and the informant also has experience in the world of softlens, and has a wider scope. Keywords: Brand Image, Reception, Eyelovin, Instagram Penelitian ini berawal dari postingan Eyelovin pada Agustus 2023, yang menampilkan konten edukasi tentang penyimpanan softlens yang benar. Respons followers menunjukkan beberapa komentar yang tidak sepenuhnya memahami pesan Eyelovin, dengan adanya tanggapan negatif terkait konten softlens. Penelitian ini bertujuan untuk mengeksplorasi resepsi followers terhadap brand image Eyelovin di akun Instagram @eyelovin, terutama dalam situasi di mana pesan brand mungkin tidak sepenuhnya dipahami oleh audiens Penelitian ini menggunakan teori komunikasi, teori public relations, teori marketing public relations, teori cmc, teori media baru, teori Instagram, teori encoding decoding, teori uses and gratifications dan teori brand image Hasil penelitian menjelaskan bahwa informan terbagi atas 2 posisi yaitu dominan, dan oposisi. Dalam memaknai brand image yang di akun Instagram @eyelovin. 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. Karena pada penelitian ini tidak ditemukan informan yang menjawa pada posisi negosiasi, maka tidak dapat diketahi karakternya seperti apa dan bagaimana latar belakangnya Pada posisi oposisi, karakter informan termasuk kedalam bukan followers aktif, dan informan juga memiliki experience di dalam dunia softlens , serta mempunyai lingkup yang lebih luas. Kata Kunci : Brand Image, Resepsi, Eyelovin, Instagram

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