ANALISIS RESEPSI AUDIENCE AKUN INSTAGRAM @HMNS TERHADAP KONTEN DISCONTINUED PRODUK AMBAR JANMA

SURIANSYAH, FANDU (2025) ANALISIS RESEPSI AUDIENCE AKUN INSTAGRAM @HMNS TERHADAP KONTEN DISCONTINUED PRODUK AMBAR JANMA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Social media has become an effective tool for building communication between brands and their audiences. HMNS, as a perfume brand, utilizes Instagram to strengthen this relationship through storytelling content. This study aims to analyze the reception of @HMNS Instagram followers towards the content “HMNS Ambar Janma will be leaving us after the current stock is gone” and how audiences interpret the message delivered. This research applies Stuart Hall’s reception theory, which categorizes audience positions into three: hegemonic dominant, negotiated, and oppositional. This theory helps to understand how audiences interpret messages based on their individual perspectives and experiences. A qualitative approach was used in this study, employing in-depth interviews as the data collection method. Interviews were conducted with followers of the @HMNS Instagram account who had interacted with the content to explore their responses and interpretations of the message. The findings reveal that 15 audience members were in the hegemonic dominant position, fully accepting the message. Meanwhile, 11 audience members took a negotiated stance, partially agreeing but with differing views on certain aspects. Another 11 participants were in the oppositional position, rejecting the message. These results highlight the diverse interpretations of brand content on social media. Keywords: Audience Reception, Storytelling, Instagram, Marketing Communication, HMNS Media sosial menjadi alat yang efektif dalam membangun komunikasi antara merek dan audiens. HMNS, sebagai brand parfum, memanfaatkan Instagram untuk memperkuat hubungan tersebut melalui konten storytelling. Penelitian ini bertujuan untuk menganalisis resepsi followers akun Instagram @HMNS terhadap konten “HMNS Ambar Janma will be leaving us after the current stock is gone” serta bagaimana audiens menginterpretasikan pesan yang disampaikan. Penelitian ini menggunakan teori resepsi Stuart Hall yang membagi posisi audiens menjadi tiga kategori: hegemonik dominan, negosiasi, dan oposisi. Teori ini membantu memahami bagaimana audiens menginterpretasikan pesan berdasarkan perspektif dan pengalaman masing-masing. Pendekatan penelitian yang digunakan adalah kualitatif dengan metode wawancara mendalam sebagai teknik pengumpulan data. Wawancara dilakukan kepada followers akun Instagram @HMNS yang telah berinteraksi dengan konten tersebut untuk menggali tanggapan dan pemahaman mereka terhadap pesan yang disampaikan. Hasil penelitian menunjukkan bahwa 15 audiens berada pada posisi hegemonik dominan dan sepenuhnya menerima pesan yang disampaikan. Sebanyak 11 audiens berada pada posisi negosiasi, di mana mereka menerima sebagian pesan namun memiliki pandangan berbeda pada aspek tertentu. Sementara itu, 11 audiens lainnya berada pada posisi oposisi dan menolak pesan yang disampaikan. Temuan ini menunjukkan beragamnya interpretasi audiens terhadap konten brand di media sosial. Kata Kunci: Resepsi Audiens, Storytelling, Instagram, Komunikasi Pemasaran, HMNS

Item Type:	Thesis (S1)
Call Number CD:	FK/PKP. 25 048
NIM/NIDN Creators:	44319110029
Uncontrolled Keywords:	Resepsi Audiens, Storytelling, Instagram, Komunikasi Pemasaran, HMNS
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 010 Bibliography/Bibliografi > 011 General Bibliographies/Bibliografi Umum > 011.7 General Bibliographies of Works Having Specific Kinds of Content/Bibliografi Umum Pekerjaan yang Memiliki Jenis Konten Tertentu 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi 800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 808 Rhetoricand Collections of Literary/Retorik, Retorika dan Kumpulan Karya Sastra 800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 808 Rhetoricand Collections of Literary/Retorik, Retorika dan Kumpulan Karya Sastra > 808.5 Rhetoric of Speech/Retorik Pidato > 808.54 Recitation/Gaya Membaca > 808.543 Storytelling/Mendongeng
Divisions:	Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User:	khalimah
Date Deposited:	03 Jun 2025 01:48
Last Modified:	03 Jun 2025 01:48
URI:	http://repository.mercubuana.ac.id/id/eprint/95690

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