SHAFIRA, SARAH (2024) INTERPRETASI FOLLOWERS PADA PEMBENTUKAN CITRA FASHION ERIGO STORE SEBAGAI BRAND LOKAL DI INSTAGRAM @ERIGOSTORE PERIODE TAHUN 2020-2023. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Reception analysis is a standard for measuring media audiences, and this analysis aims to provide meaningful understanding of media texts (print, electronic, internet) to understand how audiences see characters in media texts. Erigo Store is one of the brands using Instagram social media which is building its image as a local brand through social media Instagram @erigostore. The focus of this research is how followers' reception (dominant position, negotiation position, opposition position) on Instagram regarding the formation of Erigo Store's image as a local brand regarding its posts for the 2020-2023 period. The aim of this research is to determine followers' reception of the image formation carried out by Erigo Store in uploading its content on the Instagram account @erigostore. This research uses a constructivism paradigm. The method used is qualitative with the title "Interpretation of Followers on the Formation of the Erigo Store Fashion Image as a Local Brand on Instagram @erigostore for the 2020-2023 period". The technique for checking the validity of the data in this research is the credibility test technique. The results of this research concluded that the informants regarding the reception analysis of the formation of the Erigo Store image. Receptions of 6 informants regarding all indicators of image formation, namely; In terms of personality, the informants perceive Erigo Store as a Local Brand and all informants are in a Dominant Hegemonic position. In terms of reputation indicators, informants perceive that the image of the Erigo Store has no influence regarding issues that have hit them internally and based on experience, all informants have purchased Erigo Store products and feel that the quality and service tends to be good. In the Value indicator, the informant perceives that the @erigostore Instagram account provides many useful information such as clothing references, the latest products and promotions and Erigo Store always follows the latest trends. In the Identity indicator, the informant perceives that the Erigo Store's fashion does not reflect Indonesian culture because there are still adaptations from foreign cultures and the Ambassador Brand already reflects local Indonesian wisdom. Keywords: Image, Reception Analysis, Erigo Store, Local Brand, Instagram Analisis resepsi merupakan sebuah standar untuk mengukur khalayak media, dan analisis ini bertujuan untuk memberikan makna pemahaman dari teks media (cetak, elektronik, internet) untuk memahami cara khalayak melihat karakter dalam teks media. Erigo Store sebagai salah satu brand pengguna media sosial Instagram yang melakukan pembentukan citranya sebagai brand lokal melalui media sosial Instagram @erigostore. Fokus penelitian ini adalah bagaimana resepsi followers (posisi dominant, posisi negosiasi, posisi oposisi) di Instagram mengenai pembentukan citra Erigo Store sebagai brand lokal terhadap postingannya dengan periode 2020-2023. Tujuan penelitian ini untuk mengetahui resepsi followers terhadap pembentukan citra yang dilakukan Erigo Store dalam unggahan kontenkontennya di akun Instagram @erigostore. Penelitian ini memakai paradigma konstruktivisme. Metode yang dipakai yaitu kualitatif dengan judul “Interpretasi Followers Pada Pembentukan Citra Fashion Erigo Store Sebagai Brand Lokal di Instagram @erigostore periode 2020-2023”.Teknik pemeriksaan keabsahan data pada penelitian ini adalah teknik uji credibility. Hasil penelitian ini menyimpulkan informan mengenai analisis resepsi terhadap pembentukan citra Erigo Store. Resepsi 6 informan mengenai keseluruhan indikator pembentukan citra yaitu; Dalam aspek personality informan meresepsi Erigo Store sebagai Brand Lokal dan semua informan dalam posisi Dominant Hegemonic. Dalam indikator reputation informan meresepsi citra pada Erigo Store tidak berpengaruh terkait adanya isu yang menerpa internalnya dan berdasarkan dari pengalaman, semua informan pernah membeli produk Erigo Store dan merasakan kualitas serta pelayanan yang cenderung baik. Dalam indikator Value informan meresapi bahwa akun instagram @erigostore memberikan banyak manfaat informasi seperti referensi berpakaian, produk terbaru dan promo serta Erigo Store selalu mengikuti tren terkini. Dalam indikator Identity informan meresepsi fashion Erigo Store kurang mencerminkan budaya Indonesia dikarenakan masih adanya adaptasi dari budaya luar dan dari Brand Ambassadornya sudah mencerminkan kearifan lokal Indonesia. Kata Kunci : Citra, Analisis Resepsi, Erigo Store, Brand Lokal, Instagram
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