Layanto, Grace (2025) RESEPSI KHALAYAK TERHADAP PERSONAL BRANDING LINA AMELIA DALAM KONTEN PARENTING AKUN TIKTOK @louissescarlettfamily TAHUN 2025. S1 thesis, Universitas Mercu Buana-Menteng.
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Abstract
Penelitian ini membahas personal branding dalam konteks konten parenting di media sosial, dengan fokus di akun TikTok Lina Amelia, yaitu @louissescarlettfamily. Studi ini mengeksplorasi bagaimana khalayak meresepsikan dan menafsirkan pesan yang disampaikan melalui kontennya, yang merupakan aspek penting untuk memahami efektivitas personal branding di era digital. Tujuan utama dari penelitian ini adalah untuk menganalisis penerimaan khalayak terhadap personal branding Lina Amelia serta pesan-pesan parenting yang dibagikan melalui akun TikTok-nya. Penelitian ini menggunakan teori analisis resepsi encoding-decoding Stuart Hall yang menjelaskan bahwa khalayak tidak pasif dalam menerima pesan media, melainkan aktif menafsirkan dan memaknai isi konten sesuai dengan latar belakang sosial, budaya, dan nilai-nilai pribadi masing-masing. Teori ini digunakan untuk melihat bagaimana proses pemaknaan khalayak terhadap personal branding Lina Amelia, yang ditampilkan melalui berbagai aspek seperti spesialisasi, kepribadian, kenampakan, konsistensi, dan tujuan baik sesuai dengan konsep personal branding dari Montoya. Metode yang digunakan adalah kualitatif dengan pendekatan analisis resepsi. Data diperoleh melalui wawancara mendalam dengan tujuh informan yang merupakan followers aktif akun TikTok @louissescarlettfamily. Teknik analisis yang digunakan mencakup reduksi data, penyajian data, dan penarikan kesimpulan, dengan validasi menggunakan triangulasi sumber, termasuk wawancara dengan khalayak aktif untuk memperoleh wawasan mendalam mengenai persepsi dan penafsiran mereka terhadap konten parenting. Penelitian ini menyimpulkan bahwa personal branding yang dibangun oleh Lina Amelia cukup efektif dan mampu menjangkau khalayak. Studi ini menekankan pentingnya keterkaitan antara personal branding dengan ekspektasi khalayak. Hasil penelitian ini memberikan kontribusi mengenai personal branding di era digital. This study discusses personal branding in the context of parenting content on social media, focusing on the TikTok account of Lina Amelia, namely @louissescarlettfamily. The study explores how audiences receive and interpret the messages conveyed through her content, which is a crucial aspect in understanding the effectiveness of personal branding in the digital age. The main objective of this research is to analyze audience reception of Lina Amelia’s personal branding and the parenting messages she shares through her TikTok account. This research uses the reception analysis theory of encoding-decoding by Stuart Hall, which explains that audiences are not passive recipients of media messages, but rather active interpreters who make meaning based on their social, cultural, and personal values. This theory is used to examine how audiences make sense of Lina Amelia's personal branding, which is conveyed through various elements such as specialization, personality, appearance, consistency, and good intentions, in line with Montoya’s personal branding framework. The study employs a qualitative method with a reception analysis approach. Data were collected through in-depth interviews with seven informants who are active followers of the TikTok account @louissescarlettfamily. The data analysis technique includes data reduction, data display, and conclusion drawing, with validation through source triangulation, including interviews with active audience members to gain deep insights into their perceptions and interpretations of the parenting content. The study concludes that the personal branding constructed by Lina Amelia is quite effective and capable of reaching the audience. It highlights the importance of alignment between personal branding and audience expectations. This research contributes to the discourse on personal branding in the digital era.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44221110046 |
| Uncontrolled Keywords: | Merek Diri, Resepsi Khalayak, Konten Parenting, TikTok. Personal branding, Audience Reception, Parenting Content, TikTok. |
| Subjects: | 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 > 659.2 Public Relations/Hubungan Masyarakat |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | NAIMAH NUR ISLAMIDIYANAH |
| Date Deposited: | 08 Jul 2025 02:54 |
| Last Modified: | 08 Jul 2025 02:54 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/96049 |
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