PUTRI, AMANDA OKTAVIANA (2025) ANALISIS RESEPSI KHALAYAK TERHADAP KAMPANYE "DON'T KNOW? KASIH NO!" PADA YOUTUBE @Solusi BCA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Cybercrime on social media, or commonly known as cybercrime, has been increasing and becoming a threat to stability. The government is struggling to keep up with crimes that take advantage of computer technology, especially the internet and intranet. To raise awareness among customers about online fraud, BCA launched the "Don’t Know? Kasih No!" campaign as an initiative to raise awareness of the risks of online scams and provide information on preventive measures that need to be taken. This study uses Stuart Hall’s reception theory, which divides audience interpretation into three positions: hegemonic-dominant (fully accepting the media message), negotiated position (not fully accepting the message), and oppositional position (completely rejecting the message). The method is Stuart Haal’s reception analysis with qualitative approach and post-positivusne paradigm. Data was through in-depth interviews with eight informants and validated using source triangulation. The research results show that four informants are in the hegemonic-dominant position and two informants are in the negotiated position. All informants believe that the campaign provides useful information and encourages vigilance against fraud in the digital world. Keywords: reception analysis, campaign, cybercrime Kejahatan di media sosial atau biasa disebut cybercrime semakin meningkat dan menjadi ancaman bagi stabilitas. Pemerintah kesulitan mengimbangi kejahatan yang memanfaatkan teknologi komputer, khususnya internet dan intranet. Untuk meningkatkan kesadaran nasabah tentang penipuan online, BCA meluncurkan kampanye “Don’t Know? Kasih No!” sebagai inisiatif untuk meningkatkan kesadaran nasabah tentang risiko penipuan online dan memberikan informasi tentang langkah-langkah pencegahan yang perlu diambil. Penelitian ini menggunakan teori resepsi Stuart Hall, yang membagi pemaknaan khalayak menjadi tiga posisi: hegemonic-dominant (sepenuhnya menerima pesan media), negotiated position (tidak sepenuhnya menerima pesan), dan oppositional position (sepenuhnya menolak pesan). Metode yang digunakan adalah analisis resepsi Stuart Hall dengan pendekatan kualitatif dan paradigma post-positivisme. Data dikumpulkan melalui wawancara mendalam dengan delapan informan dan diuji keabsahannya menggunakan triangulasi sumber. Hasil penelitian menunjukkan bahwa empat informan berada di posisi hegemonic-dominant dan dua informan di posisi negotiated. Semua informan menganggap kampanye ini memberikan informasi yang berguna dan mendorong kewaspadaan terhadap penipuan di dunia digital. Kata kunci: analisis resepsi, kampanye, cybercrime
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