FARADIZHA, NADIVA (2025) ANALISIS RESEPSI GEN - Z TERHADAP BRAND IMAGE PRODUK MAKE UP ESQA COSMETICS DI INSTAGRAM TAHUN 2024. S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Industri kecantikan di Indonesia sedang mengalami pertumbuhan yang signifikan seiring dengan pemanfaatan media sosial sebagai alat komunikasi. ESQA Cosmetics, yang merupakan merek kosmetik berbasis vegan pertama di Indonesia, memanfaatkan Instagram untuk menciptakan citra merek dan menarik perhatian Gen Z. Penelitian ini ditujukan untuk memahami bagaimana Gen Z menginterpretasikan citra merek ESQA melalui konten di Instagram. Teori yang diterapkan adalah resepsi menurut Stuart Hall dengan pendekatan encoding-decoding yang memandang audiens sebagai pihak yang aktif menerima informasi. Penelitian ini menggunakan pendekatan kualitatif deskriptif melalui wawancara mendalam dengan sepuluh informan perempuan Gen Z yang menggunakan ESQA. Hasil penelitian menunjukkan adanya tiga posisi pemaknaan: dominan, negosiasi, dan oposisi. Mayoritas informan berada di posisi dominan dengan menerima citra ESQA sebagai brand lokal berkualitas, halal, vegan, dan estetik. Pada posisi negosiasi, informan mempertimbangkan faktor harga dan aksesibilitas, sedangkan pada posisi oposisi terdapat kritik terhadap perbedaan citra media dengan performa produk. Kesimpulannya, ESQA berhasil membangun brand image positif di kalangan Gen Z melalui Instagram, meskipun masih menghadapi tantangan pada harga dan isu sosial. Penelitian ini memberi kontribusi akademis pada kajian komunikasi serta menjadi acuan praktis bagi brand lokal dalam strategi pemasaran digital. The beauty industry in Indonesia is experiencing significant growth along with the use of social media as a communication tool. ESQA Cosmetics, the first vegan-based cosmetic brand in Indonesia, utilizes Instagram to build its brand image and attract the attention of Gen Z. This study aims to understand how Gen Z interprets ESQA’s brand image through Instagram content. The applied theory is Stuart Hall’s reception theory with the encodingdecoding approach, which views the audience as active receivers of information. This research uses a descriptive qualitative approach through in-depth interviews with ten female Gen Z informants who use ESQA products. The findings show three positions of interpretation: dominant, negotiated, and oppositional. Most informants are in the dominant position, accepting ESQA as a high-quality, halal, vegan, and aesthetic local brand. In the negotiated position, informants consider factors such as price and accessibility, while in the oppositional position, they criticize the gap between media portrayal and product performance. In conclusion, ESQA has successfully built a positive brand image among Gen Z through Instagram, although it still faces challenges related to price and social issues. This study contributes academically to communication studies and provides practical references for local brands in developing digital marketing strategies.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44221010061 |
| Uncontrolled Keywords: | Brand Image, Gen Z, ESQA Cosmetics, Instagram, Analisis Resepsi, Encoding-Decoding. Brand Image, Gen Z, ESQA Cosmetics, Instagram, Reception Analysis, Encoding-Decoding |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | Maulana Arif Hidayat |
| Date Deposited: | 04 Sep 2025 02:16 |
| Last Modified: | 04 Sep 2025 02:16 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/97399 |
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