Abu Bakar, Jihan Alfika (2026) RESEPSI KHALAYAK MENGENAI BRAND AMBASSADOR KIM MINGYU PADA PRODUK INNISFREE DI INSTAGRAM @innisfreeofficial. S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Innisfree memanfaatkan akun Instagram @innisfreeofficial untuk membangun citra identitas baru merek dengan menunjuk Kim Mingyu sebagai Brand Ambassador. Penelitian ini bertujuan untuk mengetahui bagaimana resepsi khalayak mengenai Brand Ambassador Kim Mingyu pada produk Innisfree di akun Instagram @innisfreeofficial. Pendekatan penelitian ini meggunakan meotde kualitatif dengan paradigma konstruktivisme. Metode yang digunakan adalah analisis resepsi berdasarkan teori Stuart Hall, yang menekankan bagaimana khalayak memaknai pesan melalui proses encoding dan decoding dan brand ambassador berdasarkan konsep Kotler dan Keller. Dalam teori encoding-decoding terdapat tiga posisi penerimaan, yaitu dominan, negosiasi, dan oposisi. Penelitian melibatkan wawancara mendalam dengan sepuluh informan yang merupakan pengikut akun Instagram @innisfreeofficial. Teknik keabsahan data dalam penelitian ini menggunakan Teknik triangulasi sumber. Hasil penelitian menunjukkan lima informan berada pada posisi dominan, menerima sepenuhnya Brand Ambassador Kim Mingyu sebagai representasi kulit sehat yang selaras dengan identitas Innisfree. Tiga informan menempati posisi negosiasi, menafsirkan pesan secara kritis karena adanya kendala dalam konten serta keraguan terhadap relevansi produk dengan kebutuhan kulit khalayak lokal. Sementara itu, terdapat dua informan berada pada posisi oposisi, menilai konten visual terlalu berfokus pada figur idola dari BA sehingga menggeser substansi informasi mengenai produk dan secara kritis mengidentifikasi penggunaan BA sebagai daya tarik semata yang mendominasi informasi edukasi produk. Hal ini menunjukkan bahwa representasi visual Kim Mingyu berhasil membangun citra baru yang modern bagi Innisfree, meski pemaknaan khalayak bervariasi tergantung pada latar belakang pengetahuan dan pengalaman masin-masing individu. Innisfree utilizes the @innisfreeofficial Instagram account to build a new brand identity image by appointing Kim Mingyu as a Brand Ambassador. This study aims to determine how the public receives Brand Ambassador Kim Mingyu on Innisfree products on the @innisfreeofficial Instagram account. This research approach uses a qualitative method with a constructivism paradigm. The method used is reception analysis based on Stuart Hall's theory, which emphasizes how the audience interprets messages through the encoding and decoding process and brand ambassadors based on the concept of Kotler and Keller. In the encoding-decoding theory there are three reception positions, namely dominant, negotiating, and oppositional. The study involved in-depth interviews with ten informants who are followers of the @innisfreeofficial Instagram account. The data validity technique in this study used the source triangulation technique. The results showed that five informants were in a dominant position, fully accepting Brand Ambassador Kim Mingyu as a representation of healthy skin that is in line with Innisfree's identity. Three informants occupied a negotiating position, interpreting messages critically due to constraints in the content and doubts about the product's relevance to the skin needs of local audiences. Meanwhile, two informants took the opposite position, judging the visual content to be too focused on the idol figure of BA, thus displacing the substance of the product information. They also critically identified the use of BA as a mere attraction that dominated the product's educational information. This suggests that Kim Mingyu's visual representation successfully constructed a new, modern image for Innisfree, although audience interpretations varied depending on each individual's background knowledge and experience.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44222010038 |
| Uncontrolled Keywords: | Analisis Resepsi, Brand Ambassador, Innisfree, Instagram. Reception Analysis, Brand Ambassador, Innisfree, Instagram. |
| 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: | ZAIRA ELVISIA |
| Date Deposited: | 03 Feb 2026 02:23 |
| Last Modified: | 03 Feb 2026 02:23 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/100817 |
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