Sirait, Anna Jessica (2025) RESEPSI GEN Z MENGENAI KONTEN PERAWATAN WAJAH PADA INSTAGRAM @THEORIGINOTE. S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Perkembangan media sosial telah mengubah cara brand berkomunikasi dengan audiens, khususnya generasi muda seperti Gen Z. Brand kini dituntut untuk menyampaikan pesan secara visual dan kontekstual agar selaras dengan gaya hidup serta preferensi digital audiens. Penelitian ini bertujuan untuk mengkaji bagaimana Gen Z memaknai konten perawatan wajah yang dipublikasikan oleh akun Instagram @theoriginote. Fokus utama terletak pada bentuk penyajian, isi pesan, dan interpretasi yang muncul dari interaksi audiens dengan konten tersebut. Penelitian ini menggunakan pendekatan analisis resepsi dengan teori Encoding/Decoding dari Stuart Hall untuk melihat proses pemaknaan pesan oleh audiens. Selain itu, Model SMCR dari Berlo digunakan sebagai kerangka komunikasi guna memahami alur penyampaian pesan dari sumber ke penerima. Data dikumpulkan melalui wawancara mendalam dengan pengikut aktif akun @theoriginote yang berasal dari kalangan Gen Z, sebagai representasi kelompok sasaran utama brand. Hasil penelitian menunjukkan bahwa sebagian besar informan berada dalam posisi hegemonik dominan, artinya mereka menerima dan memahami pesan sesuai dengan maksud brand. Ini terlihat dari penerimaan positif terhadap visualisasi produk, narasi manfaat, serta edukasi penggunaan. Namun, terdapat pula informan dalam posisi negosiasi yang menilai konten secara selektif, terutama terkait ekspektasi terhadap hasil produk dan kebutuhan akan komunikasi dua arah. Posisi oposisi muncul secara terbatas, dengan keraguan bersifat individual terhadap klaim produk tertentu. Dengan demikian, dapat disimpulkan bahwa konten Instagram @theoriginote mampu membangun persepsi positif di kalangan Gen Z. Visual yang menarik, informasi yang jelas, dan gaya penyampaian yang sesuai dengan karakteristik audiens menjadi kunci keberhasilan brand dalam membentuk makna dan kedekatan emosional. Temuan ini menegaskan pentingnya strategi konten yang adaptif dan komunikatif dalam membangun hubungan dengan audiens digital. The development of social media has changed the way brands communicate with their audiences, especially younger generations such as Gen Z. Brands are now required to convey messages visually and contextually in order to align with the lifestyles and digital preferences of their audiences. This study aims to examine how Gen Z interprets skincare content published by the Instagram account @theoriginote. The primary focus is on the presentation format, message content, and interpretations emerging from audience interactions with the content. This study employs a reception analysis approach using Stuart Hall's Encoding/Decoding theory to examine how audiences interpret messages. Additionally, Berlo's SMCR model is used as a communication framework to understand the flow of message delivery from the source to the recipient. Data was collected through in-depth interviews with active followers of the @theoriginote account from the Gen Z demographic, representing the brand's primary target audience. The research findings indicate that most informants are in a dominant hegemonic position, meaning they receive and understand the message in line with the brand's intent. This is evident from the positive reception of product visualization, benefit narratives, and usage education. However, there are also informants in a negotiating position who evaluate content selectively, particularly regarding expectations of product outcomes and the need for two-way communication. Opposition positions emerge only rarely, with individual doubts about specific product claims. Thus, it can be concluded that the Instagram content of @theoriginote is effective in building positive perceptions among Gen Z. Attractive visuals, clear information, and a communication style aligned with the audience's characteristics are key to the brand's success in shaping meaning and emotional connection. These findings underscore the importance of adaptive and communicative content strategies in building relationships with digital audiences.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44521010062 |
| Uncontrolled Keywords: | Konten, Gen Z, Instagram, Analisis Resepsi, Encoding Decoding. Content, Gen Z, Instagram, Reception Analysis, Encoding Decoding. |
| Subjects: | 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 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 > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi) |
| Divisions: | Fakultas Ilmu Komunikasi > Komunikasi Digital |
| Depositing User: | ZAIRA ELVISIA |
| Date Deposited: | 04 Sep 2025 02:40 |
| Last Modified: | 04 Sep 2025 02:40 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/97407 |
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