INTERPRETASI KHALAYAK PADA BRAND IMAGE NABATI WAFER YANG DIBINTANGI GIRLGROUP KOREA AESPA

AMANDA, ASQILA TRI (2025) INTERPRETASI KHALAYAK PADA BRAND IMAGE NABATI WAFER YANG DIBINTANGI GIRLGROUP KOREA AESPA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The increasingly fierce competition in the business world requires companies to continue to innovate in building a strong brand image. One of the strategies needed is to collaborate with celebrities as brand ambassadors in order to develop an appeal to the product. This study aims to analyze how the audience interprets the brand image of Nabati Wafer after making the Korean girl group, AESPA, as a brand ambassador. This study uses a qualitative approach with the reception analysis method, with data collected through in-depth interviews with informants who are potential consumers of Nabati Wafer and AESPA fans. The theory used in this study is the reception theory by Stuart Hall, which divides audience interpretation into three categories: dominanthegemonic, negotiated, and oppositional readings. The results of the study showed that most informants were in a dominanthegemonic position, they fully accepted the marketing strategy carried out by Nabati by collaborating with AESPA. They considered that the presence of AESPA increased the attractiveness and credibility of the product. However, there were also informants who were in a negotiated position, namely those who admitted that this strategy was effective but did not influence their purchasing decisions. Meanwhile, only a few informants were in an oppositional position, where they did not see the relationship between AESPA and the quality of Nabati Wafer and felt that the selection of brand ambassadors was irrelevant. Keywords: Brand Image, Brand Ambassador, Nabati Wafer, AESPA, Reception Analysis Persaingan dalam dunia bisnis yang semakin sengit mengharuskan perusahaan untuk terus melakukan inovasi dalam membangun citra merek yang kuat. Salah satu strategi yang diperlukan yaitu dengan menggandeng selebriti sebagai brand ambassador agar dapat mengembangkan suatu daya tarik pada produk. Penelitian ini bertujuan untuk menganalisis bagaimana khalayak menginterpretasikan brand image Nabati Wafer setelah menjadikan girl group Korea, AESPA, sebagai brand ambassador. Penelitian ini menggunakan pendekatan kualitatif dengan metode analisis resepsi, dengan dikumpulkan nya data melalui wawancara mendalam terhadap informan yang merupakan konsumen potensial Nabati Wafer dan penggemar AESPA. Teori yang digunakan dalam penelitian ini adalah teori resepsi oleh Stuart Hall, yang membagi interpretasi khalayak ke dalam tiga kategori: dominant-hegemonic, negotiated, dan oppositional readings. Hasil penelitian menunjukkan bahwa sebagian besar informan berada pada posisi dominant-hegemonic, mereka menerima secara penuh strategi pemasaran yang dilakukan Nabati dengan menggandeng AESPA. Mereka menganggap bahwa kehadiran AESPA meningkatkan daya tarik dan kredibilitas produk. Namun, terdapat juga informan yang berada pada posisi negotiated, yaitu mereka yang mengakui strategi ini efektif tetapi tidak berpengaruh dalam keputusan pembelian mereka. Sementara itu, hanya beberapa informan yang berada pada posisi oppositional, di mana mereka tidak melihat hubungan antara AESPA dengan kualitas Nabati Wafer dan merasa pemilihan brand ambassador tidak relevan. Kata Kunci: Brand Image, Brand Ambassador, Nabati Wafer, AESPA, Analisis Resepsi

Item Type:	Thesis (S1)
Call Number CD:	FK/PR. 25 080
NIM/NIDN Creators:	44221010127
Uncontrolled Keywords:	Brand Image, Brand Ambassador, Nabati Wafer, AESPA, Analisis Resepsi
Subjects:	100 Philosophy and Psychology/Filsafat dan Psikologi > 120 Epistemology/Epistemologi > 121 Theory of Knowledge/Teori Pengetahuan > 121.6 Nature of Inquiry/Sifat Penyelidikan > 121.68 Meaning, Interpretation, Hermeneutics/Arti, Interpretasi, Hermeneutika 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat 700 Arts/Seni, Seni Rupa, Kesenian > 700. Arts/Seni, Seni Rupa, Kesenian > 704 Special Topics in Fine and Decorative Arts/Topik Khusus tentang Karya Seni > 704.9 Iconography, Icon, Image/Ikonografi, Ikon, Gambar
Divisions:	Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User:	khalimah
Date Deposited:	01 Mar 2025 08:25
Last Modified:	01 Mar 2025 08:25
URI:	http://repository.mercubuana.ac.id/id/eprint/94562

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