PENERIMAAN KHALAYAK PADA IKLAN YOUTUBE CIMORY EDISI YOGURT BITES VERSI CIMORY YOGURT BITES BIKIN PERUT, OTAK, DAN MULUT JADI AKUR! (ANALISIS RESEPSI PENONTON AKTIF DI JAKARTA)

TABRIZ, SYAMSI (2025) PENERIMAAN KHALAYAK PADA IKLAN YOUTUBE CIMORY EDISI YOGURT BITES VERSI CIMORY YOGURT BITES BIKIN PERUT, OTAK, DAN MULUT JADI AKUR! (ANALISIS RESEPSI PENONTON AKTIF DI JAKARTA). S1 thesis, Universitas Mercu Buana Jakarta - Menteng.

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Abstract

Salah satu platform yang mengalami pertumbuhan pesat adalah YouTube, yang kini menjadi salah satu saluran utama bagi perusahaan untuk mempromosikan produk mereka. Salah satu merek yang memanfaatkan potensi ini adalah Cimory, yang dikenal dengan produk olahan susu berkualitas tinggi. Cimory, telah memanfaatkan platform YouTube untuk mempromosikan produk-produk mereka, termasuk yogurt. Salah satu iklan yang menarik perhatian adalah "Cimory Yogurt Bites Bikin Perut, Otak, dan Mulut Jadi Akur!". Tujuan penelitian ini untuk menganalisis bagaimana khalayak aktif di Jakarta menerima dan memaknai iklan YouTube “Cimory Yogurt Bites Bikin Perut, Otak, dan Mulut Jadi Akur!”. Paradigma penelitian menggunakan paradigma konstruktivisme dan menggunakan pendekatan kualitatif deskriptif dengan metode analisis resepsi Stuart Hall. Teknik pengumpulan data untuk data primer menggunakan wawancara mendalam dan data sekunder studi literatur. Teknik keabsahan data menggunakan teknik triangulasi sumber. Hasil penelitian mengungkapkan bahwa penerimaan audiens terhadap iklan YouTube Cimory Yogurt Bites berada dalam tiga kategori pemaknaan menurut teori Stuart Hall. Pada posisi Hegemoni Dominan, informan menerima sepenuhnya pesan iklan bahwa Cimory Yogurt Bites merupakan solusi camilan sehat yang menyatukan keinginan mulut, kebutuhan perut, dan fungsi otak. Pada posisi Negosiasi, informan mengakui pesan utama dari iklan namun memberikan beberapa catatan, seperti penempatan musik yang dianggap sekadar formalitas. Pada posisi Oposisi, terdapat informan yang memahami isi pesan tetapi tidak sepenuhnya menyetujui cara penyajian pesan dalam iklan. Framework of knowledge merujuk pada latar belakang, pengalaman, serta nilai-nilai pribadi yang dimiliki masing-masing individu. Relasi produksi menunjukkan bagaimana konteks sosial, budaya, dan profesi audiens membentuk cara mereka memaknai pesan iklan Cimory Yogurt Bites. Infrastruktur teknis menjadi salah satu aspek yang turut membentuk pengalaman informan dalam menerima iklan Cimory Yogurt Bites di YouTube. One of the platforms experiencing rapid growth is YouTube, which has now become one of the primary channels for companies to promote their products. One brand that has leveraged this potential is Cimory, known for its high-quality dairy products. Cimory has utilized the YouTube platform to promote its products, including yogurt. One advertisement that has caught attention is “Cimory Yogurt Bites Make Your Stomach, Brain, and Mouth in Harmony!”. The purpose of this study is to analyze how the active audience in Jakarta receives and interprets the YouTube advertisement “Cimory Yogurt Bites Make Your Stomach, Brain, and Mouth in Harmony!” The research paradigm uses the constructivist paradigm and employs a descriptive qualitative approach with Stuart Hall's reception analysis method. Data collection techniques for primary data use in-depth interviews, and secondary data is obtained through literature review. Data validity techniques employed source triangulation. The research findings reveal that the audience's reception of the Cimory Yogurt Bites YouTube advertisement falls into three categories of interpretation according to Stuart Hall's theory. In the Dominant Hegemony position, informants fully accept the advertisement's message that Cimory Yogurt Bites is a healthy snack solution that unites the desires of the mouth, the needs of the stomach, and the functions of the brain. In the Negotiation position, informants acknowledged the main message of the advertisement but provided some notes, such as the placement of music, which was considered a mere formality. In the Opposition position, there were informants who understood the content of the message but did not fully agree with the way the message was presented in the advertisement. The knowledge framework refers to the background, experiences, and personal values of each individual. The production relationship shows how the social, cultural, and professional contexts of the audience shape the way they interpret the message of the Cimory Yogurt Bites advertisement. Technical infrastructure is one of the aspects that also shapes the informants' experience in receiving the Cimory Yogurt Bites advertisement on YouTube.

Item Type: Thesis (S1)
NIM/NIDN Creators: 44321010015
Uncontrolled Keywords: Iklan YouTube, Analisis Resepsi, Encoding-Decoding, Cimory Yogurt Bites YouTube advertisement, reception analysis, encoding-decoding, Cimory Yogurt Bites
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: NAIMAH NUR ISLAMIDIYANAH
Date Deposited: 28 Jul 2025 02:53
Last Modified: 28 Jul 2025 02:53
URI: http://repository.mercubuana.ac.id/id/eprint/96325

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