INTERPRETASI FOLLOWERS TERKAIT BRAND IMAGE WARDAH GLASTING LIQUID LIP PADA AKUN MEDIA SOSIAL INSTAGRAM @wardahbeauty

JELITA, LOVELLYA (2025) INTERPRETASI FOLLOWERS TERKAIT BRAND IMAGE WARDAH GLASTING LIQUID LIP PADA AKUN MEDIA SOSIAL INSTAGRAM @wardahbeauty. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Social Media is a digital-based social platform that allows people to share information quicly and widely. Besided of being used to share information, social media now developed into a tool for promotion and building brand image, as seen with the locak Indonesian beauty brand @wardahbeauty through their ‘Glasting Liquid Lip’ content on Instagram. As a beauty brand, brand image is a crucial element that must be considered. The competition among beauty brands in Indonesia currently is very intense due to the increasing number of new brands entering market. Therefore, it is important for Wardah to maintain consumers loyality and trust by having a strong brand image. The purpose of this study is to find out how followers interpret the brand image of Glasting Liquid Lip on @wardahbeauty’s Instagram content. This study used a qualitative approach with Stuart Hall’s reception analysis theory, which categorizes the audiens into three position: Dominant Hegemonic, Negotiated, and Oposition. Data was collected through in-depth interviews with seven informants and supported by source triangulation to data validity. The result show that the informants’ interpretation of brand image on the content is influenced by their background, job, and personal experiences. The majority of informants, which are five informans were in dominant position, highlighting the content message, visual aspects, and product quality. Meanwhile, two informants were in negotiated position, highlighting the product quality based on their on experiences. Overall, this study reveals that most interpretation of the Glasting Liquid Lip’s brand image on product content are in dominant position. Keywords: brand image, Instagram account @wardahbeauty, Glasting Liquid Lip, analysis reception. Media sosial merupakan platform berbasis digital yang bersifat sosial, yang dapat menyebarkan informasi secara cepat dan luas. Namun selain digunakan untuk bertukar informasi, kini media sosial berkembang menjadi sarana promosi dan membangun brand image seperti yang dilakukan oleh brand kecantikan lokal Indonesia @wardahbeauty melalui konten ‘Glasting Liquid Lip’ pada platform Instagram. Sebagai brand produk kecantikan, brand image merupakan elemen penting yang harus diperhatikan. Persaingan brand kecantikan di Indonesia saat ini sangat ketat karena semakin banyak brand baru yang muncul. Maka, penting bagi Wardah untuk menjaga loyalitas dan kepercayaan konsumen dengan brand image yang kuat. Tujuan penelitian adalah untuk mengetahui interpretasi followers terkait brand image Wardah Glasting Liquid Lip pada konten Instagram @wardahbeauty. Penelitian ini menggunakan pendekatan kualitatif dengan teori analisis resepsi oleh Stuart Hall, yang membagi khalayak menjadi tiga posisi penerimaan yaitu, Hegemoni Dominan, Negosiasi, dan Oposisi. Data diperoleh melalui wawancara mendalam kepada informan yang berjumlah tujuh orang serta didukung triangulasi sumber untuk keabsahan data. Hasil penelitian menunjukkan bahwa penerimaan informan terhadap brand image dalam konten dilatarbelakangi oleh latar belakang, pekerjaan, dan pengalaman pribadi. Mayoritas informan berada pada posisi dominan yang berjumlah lima orang, menyoroti isi pesan, visual konten, serta kualitas produk. Sementara itu dua informan pada posisi negosiasi menyoroti kualitas produk berdasarkan pengalamannya. Secara keseluruhan, penelitian ini mengungkapkan mayoritas pemaknaan brand image dalam konten produk Glasting Liquid Lip berada pada posisi dominan. Kata kunci: brand image, akun Instagram @wardahbeauty, Glasting Liquid Lip, analisis resepsi

Item Type:	Thesis (S1)
Call Number CD:	FK/KD. 25 028
NIM/NIDN Creators:	44521010045
Uncontrolled Keywords:	brand image, akun Instagram @wardahbeauty, Glasting Liquid Lip, analisis resepsi
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 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 900 Geography and History/Sejarah, Geografi dan Disiplin Ilmu yang Berkaitan > 920 Biography, Obituary/Biografi, Obituari > 929 Genealogy, names, insignia > 929.9 Forms of Identifications/Bentuk-bentuk Identifikasi > 929.95 Service arks and Trademarks/Tanda Layanan dan Merk
Divisions:	Fakultas Ilmu Komunikasi > Komunikasi Digital
Depositing User:	khalimah
Date Deposited:	18 Jul 2025 08:39
Last Modified:	18 Jul 2025 08:39
URI:	http://repository.mercubuana.ac.id/id/eprint/96154

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