ANALISIS RESEPSI KHALAYAK PADA KONTEN ENDORSEMENT PRODUK UNDERARM DI AKUN INSTAGRAM @AAMANDAZAHRA

AMELIA, SHELVI (2025) ANALISIS RESEPSI KHALAYAK PADA KONTEN ENDORSEMENT PRODUK UNDERARM DI AKUN INSTAGRAM @AAMANDAZAHRA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Social media is now widely used for various purposes, including promoting products quickly and easily. Indonesian influencer @aamandazahra utilizes Instagram as a conventional platform, creating endorsement content for underarm products posted on her account. This study analyzes audience reception based on Stuart Hall's Encoding-Decoding theory, which categorizes audience interpretations into three positions: dominant, negotiated, and oppositional. Using a descriptive qualitative approach and a constructivist paradigm, data was collected through in-depth interviews with the account's followers, supported by source triangulation for data validity. The findings reveal that audience reception is influenced by cultural background, religion, personal experience, and profession. Followers in the dominant position support the content's delivery style, considering it effective for conveying product information. Those in the negotiated position partially accept the content but criticize its gestures and visuals as ambiguous. Meanwhile, the majority of followers occupy the oppositional position, fully rejecting the content for a reason that It may be accessed by the underage. Overall, the study shows that most audience interpretations fall into the oppositional category. Keywords: endorsement, Instagram account @aamandazahra, reception analysis, content Media sosial kini dimanfaatkan untuk promosi produk secara cepat dan mudah, seperti yang dilakukan selebgram Indonesia @aamandazahra melalui konten endorsement produk underarm di Instagram. Penelitian ini menganalisis penerimaan khalayak berdasarkan teori resepsi EncodingDecoding oleh Stuart Hall, yang membagi pemaknaan khalayak menjadi tiga kategori: dominan, negosiasi, dan oposisi. Dengan pendekatan kualitatif deskriptif dan paradigma konstruktivistik, data dikumpulkan melalui wawancara mendalam dengan followers akun tersebut, didukung triangulasi sumber untuk keabsahan data. Hasil menunjukkan bahwa penerimaan konten dipengaruhi oleh latar belakang budaya, agama, pengalaman pribadi, dan pekerjaan. Followers pada posisi dominan mendukung gaya penyampaian konten karena dianggap efektif menyampaikan informasi produk. Informan pada posisi negosiasi menerima konten secara parsial, menyoroti gesture dan visual yang ambigu. Sementara itu, mayoritas informan berada pada posisi oposisi, sepenuhnya menolak konten karena alasan kekhawatiran konten diakses oleh anak usia di bawah umur. Secara keseluruhan, penelitian mengungkapkan mayoritas pemaknaan konten berada di posisi oposisi. Kata kunci : endorsement, akun Instagram @aamandazahra, analisis resepsi, konten

Item Type:	Thesis (S1)
Call Number CD:	FK/KD. 25 003
NIM/NIDN Creators:	44521010047
Uncontrolled Keywords:	endorsement, akun Instagram @aamandazahra, analisis resepsi, konten
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 > 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 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 010 Bibliography/Bibliografi > 011 General Bibliographies/Bibliografi Umum > 011.7 General Bibliographies of Works Having Specific Kinds of Content/Bibliografi Umum Pekerjaan yang Memiliki Jenis Konten Tertentu 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 > Komunikasi Digital
Depositing User:	khalimah
Date Deposited:	22 Jan 2025 09:07
Last Modified:	22 Jan 2025 09:07
URI:	http://repository.mercubuana.ac.id/id/eprint/93701

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