PUTRI, AMALINA (2024) INTERPRETASI KHALAYAK PADA BRAND AMBASSADOR V BTS DALAM MEMBANGUN BRAND AWARENESS SIM INVEST PT. SINARMAS SEKURITAS. S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
01 Cover.pdf Download (766kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
02 Bab 1.pdf Restricted to Registered users only Download (240kB) |
|
|
Text (BAB II)
03 Bab 2.pdf Restricted to Registered users only Download (211kB) |
|
|
Text (BAB III)
04 Bab 3.pdf Restricted to Registered users only Download (46kB) |
|
|
Text (BAB IV)
05 Bab 4.pdf Restricted to Registered users only Download (273kB) |
|
|
Text (BAB V)
06 Bab 5.pdf Restricted to Registered users only Download (29kB) |
|
|
Text (DAFTAR PUSTAKA)
07 Daftar Pustaka.pdf Download (131kB) | Preview |
|
|
Text (LAMPIRAN)
08 Lampiran.pdf Download (229kB) | Preview |
Abstract
ABSTRACT In the tight business competition, PT. Sinarmas Sekuritas uses Kim Tae-hyung (V) as a brand ambassador on Instagram @sim_invest to build brand awareness. Instagram was chosen because it is able to expand market reach and reach a wider audience. The purpose of the study is to determine the Audience Interpretation of Brand Ambassador V BTS in Building Brand Awareness Sim Invest PT. Sinarmas Sekuritas. Literature Review in the study consists of five previous studies. Theoretical studies include Communication, Public Relations, Brand, Audience, Reception Theory. In the Encoding-Decoding process, audiences can be categorized into 3 positions, namely, Dominant Hegemony, Negotiation, and Oppositional. The research method used is qualitative with an interpretive approach. Data were collected through in-depth interviews with research subjects who are active Instagram users and followers of the official SimInvest account. This study uses data analysis techniques with the meaning of messages received by the audience using Stuart Hall encoding-decoding. The results of the study show that audience acceptance of the role of V BTS as a SimInvest brand ambassador can be classified into three categories: dominant hegemonic, negotiated, and oppositional. The dominant hegemonic category shows positive acceptance and full support for V BTS's role, especially because of his good reputation and global popularity that is able to attract the attention of the audience. The negotiated category reflects acceptance accompanied by critical responses; several informants appreciate V BTS's involvement but express the need for more in-depth information about the financial products and services offered by SimInvest. Meanwhile, the oppositional category shows rejection or weak support for the campaign, with several informants feeling that although V BTS attracts attention, they remain skeptical about the relevance of the celebrity to the financial services he represents. This study concludes that the selection of V BTS as a brand ambassador has a significant positive impact on increasing SimInvest brand awareness, especially through social media. However, long-term success requires a more comprehensive and educational communication strategy to answer the needs of informants who want a deeper understanding of SimInvest services. ABSTRAK Dalam persaingan bisnis yang ketat, PT. Sinarmas Sekuritas menggunakan Kim Tae-hyung (V) sebagai brand ambassador di Instagram @sim_invest untuk membangun brand awareness. Instagram dipilih karena mampu memperluas jangkauan pasar dan mencapai audiens lebih luas. Tujuan penelitian yaitu untuk mengetahui Interpretasi Khalayak Pada Brand Ambassador V BTS Dalam Membangun Brand Awareness Sim Invest PT. Sinarmas Sekuritas. Tinjauan Pustaka dalam penelitian terdiri lima penelitian terdahulu. Kajian teoritis meliputi Komunikasi, Public Relations, Brand, Khalayak, Teori Resepsi. Pada proses Encoding-Decoding khalayak dapat dikategorikan ke dalam 3 posisi yaitu, Dominant Hegemoni, Negosiasi, dan Oppositional. Metode penelitian yang digunakan adalah kualitatif dengan pendekatan interpretif. Data dikumpulkan melalui wawancara mendalam dengan subjek penelitian yang merupakan pengguna aktif Instagram dan pengikut akun resmi SimInvest. Penelitian ini menggunakan teknik analisa data dengan pemaknaan pesan yang diterima khalayak dengan menggunakan encoding-decoding Stuart Hall. Hasil penelitian menunjukkan bahwa penerimaan khalayak terhadap peran V BTS sebagai brand ambassador SimInvest dapat diklasifikasikan ke dalam tiga kategori: dominant hegemonic, negotiated, dan oppositional. Kategori dominant hegemonic menunjukkan penerimaan positif dan dukungan penuh terhadap peran V BTS, terutama karena reputasi baik dan popularitas globalnya yang mampu menarik perhatian khalayak. Kategori negotiated mencerminkan adanya penerimaan yang disertai tanggapan kritis; beberapa informan mengapresiasi keterlibatan V BTS tetapi mengungkapkan kebutuhan akan informasi lebih mendalam tentang produk dan layanan keuangan yang ditawarkan oleh SimInvest. Sementara itu, kategori oppositional menunjukkan penolakan atau dukungan yang lemah terhadap kampanye, dengan beberapa informan merasa bahwa meskipun V BTS menarik perhatian, mereka tetap skeptis terhadap relevansi selebriti dengan layanan keuangan yang diwakilinya. Penelitian ini menyimpulkan bahwa pemilihan V BTS sebagai brand ambassador memiliki dampak positif signifikan terhadap peningkatan brand awareness SimInvest, terutama melalui media sosial. Namun, keberhasilan jangka panjang memerlukan strategi komunikasi yang lebih komprehensif dan edukatif untuk menjawab kebutuhan informan yang menginginkan pemahaman lebih mendalam mengenai layanan SimInvest.
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FK/PR. 24 181 |
| NIM/NIDN Creators: | 44220010007 |
| Uncontrolled Keywords: | Brand Ambassador, V BTS, Brand Awareness, Media Sosial, Instagram |
| Subjects: | 200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.4 Islamic law/Hukum Islam > 297.43 Muamalat/Muamalat > 297.434 Company/Perseroan 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 332 Financial Economics, Finance/Ekonomi Keuangan dan Finansial, Ekonomi Biaya dan Pembiayaan > 332.6 Investment/Investasi |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | AFIFAH SALMA RAMADINA |
| Date Deposited: | 25 Sep 2024 03:00 |
| Last Modified: | 25 Sep 2024 03:00 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/91761 |
Actions (login required)
 |
View Item |
