PUTRI, RANTY DANISHA (2025) ANALISIS RESEPSI KHALAYAK TERHADAP KLARIFIKASI "TRUTH MATTERS" PADA INSTAGRAM STARBUCKS INDONESIA DALAM MENGHADAPI LABELLING PRO ISRAEL. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The Palestine-Israel conflict, which escalated in October 2023, triggered a global boycott movement against Starbucks, driven by the public perception that the company financially supported Israel. In Indonesia, this movement was strengthened by the viral hashtag #boycottstarbucks on social media, causing financial losses and reputational threats to the company. This study aims to analyze how the audience understands and responds to the "Truth Matters" clarification content released by Starbucks Indonesia on Instagram, with a focus on the influence of social and cultural backgrounds on the interpretation of the message. The method used is reception analysis with a qualitative approach, based on Stuart Hall's encoding-decoding theory. This research involves informants from three reception position categories: hegemonic-dominant, negotiated, and oppositional. Data were collected through in-depth interviews and analyzed descriptively to understand the audience's response to the "Truth Matters" clarification. Social and psychological factors such as age, culture, and personal experience influence their interpretations. The findings reveal that the audience with a dominant-hegemonic position fully accepted the clarification message, while the negotiated position showed partial acceptance with doubts about Starbucks' neutral stance. In contrast, the oppositional audience completely rejected the clarification, considering it manipulative and focused on the company's image. This research provides an academic contribution to Public Relations studies related to issue management in the digital era and, practically, can serve as a reference for companies in designing more effective crisis communication strategies. Keywords: Clarification, Starbucks Indonesia, Pro-Israel Labelling, Reception Analysis, Public Relations. Konflik Palestina-Israel yang memuncak pada Oktober 2023 memicu gerakan boikot global terhadap Starbucks, dipicu oleh persepsi publik bahwa perusahaan tersebut mendukung Israel secara finansial. Di Indonesia, gerakan ini diperkuat dengan tagar #boycottstarbucks yang viral di media sosial, menimbulkan kerugian finansial dan ancaman reputasi bagi perusahaan. Penelitian ini bertujuan untuk menganalisis bagaimana khalayak memahami dan menanggapi konten klarifikasi “Truth Matters” yang dirilis oleh Starbucks Indonesia di Instagram, dengan fokus pada pengaruh latar belakang sosial dan budaya terhadap interpretasi pesan tersebut. Metode yang digunakan adalah analisis resepsi dengan pendekatan kualitatif, berlandaskan teori encoding-decoding Stuart Hall. Penelitian ini melibatkan informan dari tiga kategori posisi resepsi: hegemonik-dominan, negosiasi, dan oposisi. Data dikumpulkan melalui wawancara mendalam dan dianalisis secara deskriptif untuk memahami respons khalayak terhadap klarifikasi "Truth Matters". Faktor sosial dan psikologis seperti usia, budaya, serta pengalaman pribadi memengaruhi interpretasi mereka. Hasil penelitian menunjukkan bahwa khalayak dengan posisi dominanhegemonik sepenuhnya menerima pesan klarifikasi, sementara posisi negosiasi menunjukkan penerimaan parsial dengan keraguan terhadap sikap netral Starbucks. Sebaliknya, khalayak oposisi sepenuhnya menolak klarifikasi tersebut, menganggapnya manipulatif dan berorientasi pada citra perusahaan. Penelitian ini memberikan kontribusi akademis dalam kajian Public Relations terkait manajemen isu di era digital, serta secara praktis dapat menjadi acuan bagi perusahaan dalam merancang strategi komunikasi krisis yang lebih efektif. Kata Kunci: Klarifikasi, Starbucks Indonesia, Labelling Pro-Israel, Analisis Resepsi, Public Relations.
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