RAFIF, SOULTHAN (2025) ANALISIS RESEPSI PENGGUNA TIKTOK TERHADAP KONTEN 'KOK PADA NGAMBEK' DI AKUN TIKTOK @MELVINAHUSYANTI96 DAN CITRA BRAND DAVIENA SKINCARE. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the audience reception of TikTok users toward the content titled “Kok Pada Ngambek” uploaded by the account @melvinahusyanti96. The content presents a visual narrative of business success, the lifestyle of the owner of Daviena Skincare, and the communication strategies used to shape both personal and brand image. This research employs a qualitative approach using reception analysis based on Stuart Hall’s encoding-decoding theory. Data were collected through in-depth interviews with five informants who are active TikTok users and have viewed the content. The results reveal that audience interpretations of the content are categorized into three decoding positions: hegemonic dominant, negotiated, and oppositional. Some informants perceived the content as a form of appreciation and brand promotion, while others criticized it for excessively showcasing a luxurious lifestyle. The study also found that the brand image of Daviena Skincare is influenced not only by its product but also by the personal branding of its owner. Keywords: Audience Reception, TikTok, Melvina Husyanti, Daviena Skincare, Flexing, Personal Branding Penelitian ini bertujuan untuk menganalisis resepsi pengguna TikTok terhadap konten “Kok Pada Ngambek” yang diunggah oleh akun @melvinahusyanti96. Konten ini menampilkan narasi visual mengenai kesuksesan bisnis, gaya hidup pemilik brand Daviena Skincare, dan strategi komunikasi yang digunakan dalam membentuk citra pribadi serta merek. Penelitian menggunakan pendekatan kualitatif dengan metode analisis resepsi berdasarkan teori encoding-decoding Stuart Hall. Teknik pengumpulan data dilakukan melalui wawancara mendalam terhadap lima informan yang merupakan pengguna aktif TikTok dan telah menyaksikan konten tersebut. Hasil penelitian menunjukkan bahwa pemaknaan khalayak terhadap konten ini terbagi dalam tiga posisi decoding: hegemonik dominan, negosiasi, dan oposisi. Beberapa informan menerima pesan sebagai bentuk apresiasi dan promosi terhadap brand, sementara yang lain menilai strategi ini terlalu menonjolkan gaya hidup berlebihan. Penelitian ini juga menemukan bahwa citra brand Daviena Skincare tidak hanya dinilai berdasarkan produk, melainkan juga dari personal branding pemiliknya. Kata Kunci: Resepsi khalayak, TikTok, Melvina Husyanti, Daviena Skincare, Flexing, Personal Branding.
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