RESEPSI PENGGUNA INSTAGRAM PADA IKLAN PRODUK MAKE OVER X NIKI : POWERSTAY GLAZED LONG LIP PIGMENT

HIDAYAT, KHANSA AZZAHRA (2025) RESEPSI PENGGUNA INSTAGRAM PADA IKLAN PRODUK MAKE OVER X NIKI : POWERSTAY GLAZED LONG LIP PIGMENT. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The phenomenon of Make Over's collaboration with NIKI through advertising Powerstay Glazed Long LipPigment on Instagram @makeoverid attract attention because it features a modern, glamorous, and international-class image. This opens up opportunities for diverse receptions from the audience, especially generation Z and millennials as active users of social media especially instagram. This study aims to find out how the audience interprets advertising messages, the role of NIKI as a brand ambassador, and the representation of the Make Over campaign. This study uses five previous studies with theoretical studies including Stuart Hall's reception theory (encoding/decoding), communication theory, advertising concept and brand ambassador concept. The methodology used is a constructivist paradigm with a qualitative approach through Stuart Hall's reception analysis. The research subjects consisted of eight informants who were followers of @makeoverid Instagram account and had watched the advertisement. Data was collected through in-depth interviews and content observations, then analyzed with the Miles & Huberman model and tested through source triangulation. The results of the study show that the audience occupies three categories of reception. In the hegemonic-dominant position, informants receive the advertising message completely, assess Make Over's collaboration with NIKI to build a modern and premium image, and increase interest in the product. In the negotiation position, the audience still appreciated the campaign but criticized claims of lipstick durability or visual style that were considered excessive. Meanwhile, in the opposition position, a small part of the audience rejected the advertising message because it was considered less relevant to personal experience. These findings confirm that audience receptions are not linear, but are reinterpreted according to their respective backgrounds and preferences. This research makes an academic contribution to the study of digital marketing communication, as well as practical benefits for cosmetic brands in designing collaboration strategies with public figures that suit the characteristics of the audience. Keywords: Reception, Instagram, Make Over x NIKI, Brand Ambassador, Cosmetic. Fenomena kolaborasi Make Over dengan NIKI melalui iklan Powerstay Glazed Long LipPigment di Instagram @makeoverid menarik perhatian karena menampilkan citra modern, glamor, dan berkelas internasional. Hal ini membuka peluang resepsi beragam dari khalayak, khususnya generasi Z dan milenial sebagai pengguna aktif media sosial terutama instagram . Penelitian ini bertujuan mengetahui bagaimana khalayak memaknai pesan iklan, peran NIKI sebagai brand ambassador, serta representasi kampanye Make Over. Penelitian ini menggunakan lima penelitian terdahulu dengan kajian teoritis meliputi teori resepsi Stuart Hall (encoding/decoding), teori komunikasi dan ,konsep iklan dan konsep brand ambassador. Metodologi yang digunakan adalah paradigma konstruktivis dengan pendekatan kualitatif melalui analisis resepsi Stuart Hall. Subjek penelitian berjumlah delapan informan yang merupakan followers akun Instagram @makeoverid dan telah menyaksikan iklan. Data dikumpulkan melalui wawancara mendalam dan observasi konten, lalu dianalisis dengan model Miles & Huberman serta diuji melalui triangulasi sumber. Hasil penelitian menunjukkan bahwa khalayak menempati tiga kategori resepsi. Pada posisi hegemonik-dominan, informan menerima pesan iklan sepenuhnya, menilai kolaborasi Make Over dengan NIKI membangun citra modern dan premium, serta meningkatkan minat terhadap produk. Pada posisi negosiasi, khalayak tetap mengapresiasi kampanye namun mengkritisi klaim ketahanan lipstik atau gaya visual yang dianggap berlebihan. Sedangkan pada posisi oposisi, sebagian kecil khalayak menolak pesan iklan karena dinilai kurang relevan dengan pengalaman pribadi. Temuan ini menegaskan bahwa resepsi khalayak tidak bersifat linier, melainkan dimaknai ulang sesuai latar belakang dan preferensi masing-masing. Penelitian ini memberikan kontribusi akademis pada kajian komunikasi pemasaran digital, serta manfaat praktis bagi brand kosmetik dalam merancang strategi kolaborasi dengan figur publik yang sesuai karakteristik khalayak. Kata Kunci: Resepsi, Instagram, Make Over x NIKI, Brand Ambassador, Kosmetik

Item Type: Thesis (S1)
Call Number CD: FK/PR. 25 194
NIM/NIDN Creators: 44221010125
Uncontrolled Keywords: Resepsi, Instagram, Make Over x NIKI, Brand Ambassador, Kosmetik
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
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
600 Technology/Teknologi > 660 Chemical Engineering and Related Technologies/Teknologi Kimia dan Ilmu yang Berkaitan > 668 Technology of Other Organic Products/Teknologi Produk Organik Lainnya > 668.5 Parfumes and Cosmetics/Teknologi Parfum, Minyak Wangi dan Kosmetik
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: khalimah
Date Deposited: 20 Oct 2025 02:19
Last Modified: 20 Oct 2025 02:19
URI: http://repository.mercubuana.ac.id/id/eprint/99494

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