AZZAHRA, HASNA HUWAIDA (2025) RESEPSI KHALAYAK TERHADAP PENGGUNAAN BRAND AMBASSADOR ANAK RAYYANZA PADA IKLAN CESSA DI TIKTOK @Cessa.Official. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Brand Ambassador is someone chosen by a company or brand to represent and promote their products or services. This study aims to analyze how audiences perceive the use of Rayyanaza Malik Ahmad's Child Brand Ambassador in Cessa Ads on Tiktok. Researchers use characteristics known as VisCAP, Visibility (popularity), Credibility (expertise), Attraction (attractiveness), and Power (strength). This research approach is qualitative with a constructivism paradigm. This research method uses Stuart Hall's reception analysis method. The data collection technique used was in-depth interviews with eight informants. The results showed that the majority of the 8 informants, 6 were in a dominant position, stating that Rayyanza's popularity was effective in attracting attention and building trust in the product. However, there were 2 informants in the negotiation position who adjusted the message according to personal experience, such as judging that advertisements appeared too often and focusing on product quality. One informant in the opposition position rejected Rayyanza's personal influence, arguing that buying decisions are based more on product benefits. The findings suggest that despite the dominant acceptance of media messages, aspects of message intensity, variety and relevance remain important to maintain consumer interest. Keywords: Reception Analysis, Brand Ambassador, Social Media, Communication Brand Ambassador adalah seseorang yang dipilih oleh perusahaan atau merek untuk mewakili dan mempromosikan produk atau layanan mereka. Penelitian ini bertujuan untuk menganalisis bagaimana Resepsi Khalayak Terhadap Penggunaan Brand Ambassador Anak Rayyanaza Malik Ahmad Pada Iklan Cessa di Tiktok. Peneliti menggunakan karakteristik yang dikenal dengan VisCAP, Visibility (kepopuleran), Credibility (keahlian), Attraction (daya tarik), dan Power(kekuatan). Pendekatan penelitian ini adalah kualitatif dengan paradigrma konstruktivisme. Metode penelitian ini menggunakan metode analisis resepsi Stuart Hall. Teknik pengumpulan data yang digunakan adalah wawancara mendalam dengan delapan informan. Hasil penelitian menunjukkan bahwa mayoritas dari 8 informan, 6 berada dalam posisi dominan, menyatakan bahwa popularitas Rayyanza efektif dalam menarik perhatian dan membangun kepercayaan terhadap produk. Namun, terdapat 2 informan dalam posisi negosiasi yang menyesuaikan pesan sesuai pengalaman pribadi, seperti menilai iklan terlalu sering muncul dan berfokus pada kualitas produk. Satu informan dalam posisi oposisi menolak dalam personal Rayyanza, dengan alasan keputusan membeli lebih didasarkan pada manfaat produk. Temuan ini menunjukkan bahwa meskipun pesan media diterima secara dominan, aspek intensitas, variasi, dan relevansi pesan tetap penting untuk menjaga minat konsumen. Kata Kunci: Analisis resepsi, Brand Ambassador, Media Sosial, Komunikasi
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