PRAMUDHITA, DHAYANA (2025) RESEPSI FOLLOWERS TERHADAP PESAN PERSUASIF PADA KONTEN PROMOSI DIGITAL PRODUK KULINER DI AKUN TIKTOK CI MEHONG @PIKBAKINGHOUSE. S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
01 Cover.PDF Download (10MB) | 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 (479kB) |
|
|
Text (BAB II)
03 Bab 2 .PDF Restricted to Registered users only Download (331kB) |
|
|
Text (BAB III)
04 BAB 3 .PDF Restricted to Registered users only Download (329kB) |
|
|
Text (BAB IV)
05 BAB 4 .PDF Restricted to Registered users only Download (523kB) |
|
|
Text (BAB V)
06 BAB 5 .PDF Restricted to Registered users only Download (225kB) |
|
|
Text (DAFTAR PUSTAKA)
07 DAFTAR PUSTAKA .PDF Restricted to Registered users only Download (264kB) |
|
|
Text (LAMPIRAN)
08. LAMPIRAN.pdf Restricted to Registered users only Download (829kB) |
Abstract
Persuasive messages in digital promotional content are designed to influence the attitudes, opinions, or behaviors of the audience towards a product, service, or brand. This study focuses on the reception of followers towards the persuasive messages conveyed in the digital promotional content of culinary products on the TikTok account Ci Mehong @pikbakinghouse. To achieve this objective, the researcher employs the theory of persuasive message processes, which includes five stages: Attention, Comprehension, Acceptance, Retention, and Action. The research approach is qualitative with a constructivist paradigm. The method used is reception analysis developed by Stuart Hall, which helps the researcher understand how the audience interprets the received messages. Data were collected through in-depth interviews with eight informants, providing insights into their responses to the promotional content. The findings indicate that two informants fall into the Hegemonic Dominant position, showing strong acceptance of the persuasive messages from Ci Mehong. These informants exhibit a positive attitude and tend to agree with the messages, feeling influenced to make purchases. Conversely, six other informants are in the Negotiated Position, reflecting a critical attitude that considers various factors before accepting the messages. Additionally, two informants in the oppositional category expressed dissatisfaction with Ci Mehong's promotions, citing product prices perceived as too high and difficult purchasing locations. These findings suggest that while there is acceptance of persuasive messages, doubts and criticisms from the audience also arise, reflecting the complexities of marketing communication Keywords: Reception Analysis, Persuasive Messages, Promotional Content, TikTok Pesan persuasif dalam konten promosi digital dirancang untuk mempengaruhi sikap, pendapat, atau perilaku audiens terhadap produk, layanan, atau merek. Penelitian ini berfokus pada resepsi followers terhadap pesan persuasif yang disampaikan dalam konten promosi digital produk kuliner di akun TikTok Ci Mehong @pikbakinghouse. Untuk mencapai tujuan tersebut, peneliti menggunakan teori proses pesan persuasif yang mencakup lima tahap: Attention (perhatian), Comprehension (pemahaman), Acceptance (penerimaan), Retention (penangguhan), dan Action (tindakan). Pendekatan penelitian ini bersifat kualitatif dengan paradigma konstruktivisme. Metode yang digunakan adalah analisis resepsi yang dikembangkan oleh Stuart Hall, yang membantu peneliti memahami bagaimana audiens menafsirkan pesan yang diterima. Data dikumpulkan melalui wawancara mendalam dengan delapan informan, yang memberikan wawasan tentang respons mereka terhadap konten promosi. Hasil penelitian menunjukkan bahwa dua informan berada dalam posisi Hegemonic Dominant, dengan penerimaan yang kuat terhadap pesan persuasif dari Ci Mehong. Informan ini menunjukkan sikap positif dan cenderung setuju dengan pesan, sehingga merasa terpengaruh untuk melakukan pembelian. Sebaliknya, enam informan lainnya berada di posisi Negotiated Position, mencerminkan sikap kritis yang mempertimbangkan berbagai faktor sebelum menerima pesan. Dua informan dalam kategori oposisi mengungkapkan ketidakpuasan terhadap promosi Ci Mehong, disebabkan oleh harga produk yang dianggap terlalu mahal dan lokasi pembelian yang sulit dijangkau. Temuan ini menunjukkan bahwa meskipun ada penerimaan terhadap pesan persuasif, keraguan dan kritik dari audiens juga muncul, mencerminkan kompleksitas dalam komunikasi pemasaran. Kata Kunci : Analisis Resepsi, Pesan Persuasif, Konten Promosi, TikTok
Actions (login required)
 |
View Item |
