RESEPSI KHALAYAK PADA PESAN PEMBERITAAN TENTANG KEMUDAHAN TIKTOK SHOP SEBAGAI ALTERNATIF BELANJA ONLINE PADA GEN Z

SIVANA, ERYCA (2024) RESEPSI KHALAYAK PADA PESAN PEMBERITAAN TENTANG KEMUDAHAN TIKTOK SHOP SEBAGAI ALTERNATIF BELANJA ONLINE PADA GEN Z. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The rapid growth of TikTok users has made this application increasingly innovate to issue new features, one of which is the TikTok Shop feature. The presence of various variations of online shopping media is currently an option for audiences to choose which platform makes it easy for audiences, especially Gen Z, to shop online. The purpose of this study is to determine and explain the audience's reception of news messages about the ease of TikTok Shop as an alternative to online shopping for generation Z. This research uses Stuart Hall's reception analysis theory to determine the position of the audience in interpreting the content of messages in the media. There are three categories to determine the position of the audience, namely dominant, negotiated, and oppositional. This research uses a qualitative approach using the reception analysis method and uses the constructivism paradigm. The research data collection techniques include primary data with in-depth interviews with five informants who are active TikTok social media users and TikTok Shop feature users with different occupational backgrounds and ages and secondary data in the form of documentation and literature review. The meaning of informants on news messages about the ease of TikTok Shop as an alternative to online shopping is in a negotiated position. The results of this study show that informants interpret the features and displays in TikTok Shop as easy to access and understand. Users can shop and enjoy content on one platform. However, there are still incomplete services available at TikTok Shop. Such as expedition services that are not yet varied, unavailability of services such as credit purchases, electricity payments, top up games, etc. Keywords: Reception, Audience, Social Media, Digital Communication, Generation Z Pesatnya pengguna TikTok membuat aplikasi ini semakin berinovasi mengeluarkan fitur baru, salah satunya fitur TikTok Shop. Kehadiran beragam variasi media belanja online saat ini menjadi pilihan untuk para khalayak dapat memilih platform mana yang menjadi kemudahan para khalayak khususnya Gen Z dalam berbelanja online. Tujuan penelitian ini untuk mengetahui dan menjelaskan resepsi khalayak pada pesan pemberitaan tentang kemudahan TikTok Shop sebagai alternatif belanja online pada generasi Z. Penelitian ini menggunakan teori analisis resepsi Stuart Hall untuk menentukan posisi khalayak dalam memaknai isi pesan di media. Terdapat tiga kategori untuk menentukan posisi khalayak, yaitu dominant, negotiated, dan oppositional. Penelitian ini menggunakan pendekatan kualitatif dengan menggunakan metode analisis resepsi dan menggunakan paradigma kontruktivisme. Teknik pengumpulan data penelitian meliputi data primer dengan wawancara mendalam kepada lima informan yang merupakan pengguna aktif media sosial TikTok dan pengguna fitur TikTok Shop dengan latar belakang pekerjaan dan usia yang berbeda-beda dan data sekunder berupa dokumentasi dan tinjauan literatur. Pemaknaan informan pada pesan pemberitaan tentang kemudahan TikTok Shop sebagai alternatif belanja online pada Gen Z berada pada posisi negotiated. Hasil penelitian ini menunjukan bahwa informan memaknai fitur-fitur dan tampilan di dalam TikTok Shop mudah diakses dan dipahami. Pengguna dapat berbelanja dan menikmati konten dalam satu platform. Namun, masih kurang lengkapnya layanan-layanan yang tersedia di TikTok Shop. Seperti layanan ekspedisi yang belum bervariasi, belum tersedianya layanan seperti pembelian pulsa, pembayaran listrik, top up game, dll. Kata Kunci: Resepsi, Khalayak, Media Sosial, Komunikasi Digital, Generasi Z

Item Type: Thesis (S1)
Call Number CD: FK/PR. 24 117
Call Number: SK/42/24/060
NIM/NIDN Creators: 44220010043
Uncontrolled Keywords: Resepsi, Khalayak, Media Sosial, Komunikasi Digital, Generasi Z
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 004 Data Processing, Computer Science/Pemrosesan Data, Ilmu Komputer, Teknik Informatika > 004.7 Peripherals/Periferal
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 004 Data Processing, Computer Science/Pemrosesan Data, Ilmu Komputer, Teknik Informatika > 004.7 Peripherals/Periferal > 004.71 Peripherals for Digital Computers/Periferal Untuk Komputer Digital
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: khalimah
Date Deposited: 25 Jun 2024 03:40
Last Modified: 25 Jun 2024 03:40
URI: http://repository.mercubuana.ac.id/id/eprint/89159

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