ANALISIS KONTEN MEDIA SOSIAL INSTAGRAM @sehataqua DALAM MENGHADAPI BOIKOT PRODUK PRO-ISRAEL

PUTRI, NADIA CITRA (2025) ANALISIS KONTEN MEDIA SOSIAL INSTAGRAM @sehataqua DALAM MENGHADAPI BOIKOT PRODUK PRO-ISRAEL. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

At the end of 2023, the bottled water brand AQUA was suspected of being affiliated with companies linked to Israel. This study analyzes the content posted by AQUA on its Instagram account in response to the boycott of pro-Israel products. The aim of this research is to examine how communication messages were constructed and framed by AQUA to maintain its public image and trust. This study employs a qualitative method using content analysis and the framing theory of Gamson & Modigliani. Data were collected through documentation of feed posts on the Instagram Account @sehataqua, without conducting direct interviews. The findings show that AQUA employed a framing strategy using symbolic elements of nationalism, the use of red and white colors, and humanitarian narratives to shape its messages. Rather than directly addressing geopolitical issues, the company built alternative narratives that emphasized national identity, solidarity, and social concern. This strategy was used to mitigate public pressure and maintain consumer loyalty during a reputational crisis. The study demonstrates that social media can be a powerful tool for shaping public opinion through strategically constructed visual and symbolic messages. AQUA successfully maintained its image as a local brand aligned with the values of the Indonesian public. Keyword: Social Media Communication, Framing, AQUA, Boycott, Brand Image Pada Akhir tahun 2023, Merek air minum dalam kemasan AQUA diduga terafiliasi perusahaannya dengan Israel. Penelitian ini menganalisis konten yang diunggah oleh AQUA melalui media sosial Instagram dalam menghadapi isu boikot produk pro-Israel. Tujuan dari penelitian ini adalah untuk mengetahui bagaimana pesan komunikasi dibentuk dan dibingkai oleh AQUA guna menjaga citra dan kepercayaan publik. Metode yang digunakan adalah kualitatif dengan pendekatan analisis isi dan teori Framing dari Gamson & Modigliani. Data diperoleh melalui dokumentasi unggahan feed Instagram @sehataqua tanpa wawancara langsung. Hasil penelitian menunjukkan bahwa AQUA menggunakan strategi Framing dengan elemen simbolik nasionalisme, penggunaan warna merah putih, dan narasi kemanusiaan untuk membingkai pesan mereka. Perusahaan tidak secara langsung menanggapi isu geopolitik, namun membangun narasi alternatif yang menekankan nilai kebangsaan, solidaritas, dan kepedulian sosial. Strategi ini dilakukan untuk meredam tekanan publik serta menjaga loyalitas konsumen di tengah krisis citra. Penelitian ini menunjukkan bahwa media sosial dapat menjadi alat penting dalam membentuk opini publik melalui pesan visual dan simbolik yang disusun secara strategis. AQUA berhasil mempertahankan citra sebagai merek lokal yang berpihak pada nilai-nilai masyarakat Indonesia. Kata Kunci : Komunikasi Media Sosial, Framing, AQUA, Boikot, Citra Merek

Item Type: Thesis (S1)
Call Number CD: FK/PR. 25 145
NIM/NIDN Creators: 44220010045
Uncontrolled Keywords: Komunikasi Media Sosial, Framing, AQUA, Boikot, Citra Merek
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
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: khalimah
Date Deposited: 31 Jul 2025 02:54
Last Modified: 31 Jul 2025 02:54
URI: http://repository.mercubuana.ac.id/id/eprint/96413

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