MAHESA, HENDY TIAS (2025) ANALISIS RESEPSI PENGIKUT AKUN INSTAGRAM @AVOSKINBEAUTY TERHADAP KAMPANYE #MULAIDARIMEJARIAS. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the reception of Instagram followers of @AvoskinBeauty towards the #Mulaidarimejarias campaign, which raises the issue of sustainability in the beauty industry. The campaign promotes an ecofriendly lifestyle through simple habits starting from a personal space, namely the dressing table. This research uses a qualitative approach with reception analysis methods based on Stuart Hall’s encoding-decoding theory. Data were collected through in-depth interviews with five informants who are active followers of the @AvoskinBeauty account and have interacted with the campaign content. The results show that the majority of informants were in the dominant hegemonic position (25 responses), meaning they accepted and agreed with the sustainability messages communicated by Avoskin. Some informants held a negotiated position (10 responses), where they partially accepted the message but reinterpreted it based on their own experiences and perspectives. Although no explicitly oppositional position was found, there are indications of potential resistance if the brand fails to remain consistent with the sustainability values it promotes. This research highlights that audience interpretation is influenced by background, personal values, and their level of awareness regarding environmental issues. Keywords: Audience Reception, Sustainability Campaign, Instagram, Marketing Communication, Avoskin Penelitian ini bertujuan untuk menganalisis resepsi pengikut akun Instagram @AvoskinBeauty terhadap kampanye #Mulaidarimejarias yang mengangkat isu keberlanjutan dalam industri kecantikan. Kampanye ini mendorong gaya hidup ramah lingkungan melalui kebiasaan sederhana dari ruang personal, yakni meja rias. Penelitian menggunakan pendekatan kualitatif dengan metode analisis resepsi berdasarkan teori encoding-decoding dari Stuart Hall. Data diperoleh melalui wawancara mendalam terhadap lima informan yang merupakan pengikut aktif akun @AvoskinBeauty dan pernah berinteraksi dengan konten kampanye tersebut. Hasil penelitian menunjukkan mayoritas informan berada pada posisi hegemonik dominan (25 respon), yaitu menerima dan menyetujui pesan keberlanjutan yang disampaikan Avoskin, Sebagian informan menempati posisi negosiasi (10 respon), di mana mereka menerima sebagian pesan namun menafsirkannya kembali berdasarkan pengalaman dan pandangan pribadi, Meskipun tidak ditemukan posisi oposisi secara eksplisit, terdapat indikasi potensi resistensi apabila brand tidak konsisten terhadap nilai-nilai keberlanjutan yang diusung. Penelitian ini menunjukkan bahwa pemaknaan audiens dipengaruhi oleh latar belakang, nilai pribadi, serta tingkat kesadaran terhadap isu lingkungan. Kata Kunci: Resepsi Audiens, Kampanye Keberlanjutan, Instagram, Komunikasi Pemasaran, Avoskin.
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