BINTANG, SRI (2026) ANALISIS RESEPSI FOLLOWERS TERHADAP KONTEN REELS INSTAGRAM @KOPI.MOTORAN PERIODE 2024. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study is motivated by the unique content strategy of the Instagram account @kopi.motoran, which adopts a natural communication approach without the use of hooks or Calls to Action (CTA), distinguishing it from conventional digital promotional practices. This research aims to analyze the decoding process or meaning-making of followers toward the Reels content “Open Shelter” during the 2024 period to identify audience reception positions. The theoretical framework employed is Stuart Hall’s reception theory through the Encoding–Decoding model, which positions audiences as active subjects in interpreting media messages. This study applies a constructivist paradigm with a qualitative approach and employs reception analysis as the research method. The research subjects consist of eight informants selected through purposive sampling, consisting of active followers of the @kopi.motoran account with high interaction levels throughout 2024. Data were collected through in-depth interviews, content observation, and documentation studies. Data analysis was conducted using Miles and Huberman’s interactive model, which includes data reduction, data display, and conclusion drawing, to obtain an in-depth understanding of the audience’s construction of meaning. The findings indicate that four informants occupied a dominant hegemonic position and four others were in a negotiated position, with no oppositional positions identified. Overall, @kopi.motoran’s content is perceived as authentic, warm, and inspiring, effectively fostering emotional engagement through consistent visual narratives despite the absence of direct promotional appeals. This study contributes to digital communication scholarship by highlighting the effectiveness of natural contentstrategies, while acknowledging limitations related to informant selection that may lead to dominant interpretations. Keywords: Reception Analysis, Instagram Reels Content, UMKM Marketing, Visual Communication Penelitian ini dilatarbelakangi oleh strategi konten akun Instagram @kopi.motoran yang menerapkan pendekatan komunikasi natural tanpa penggunaan hook maupun Call to Action (CTA), sehingga berbeda dari pola promosi digital konvensional. Penelitian ini bertujuan untuk menganalisis proses decoding atau pemaknaan followers terhadap konten Reels “Open Shelter” periode 2024 guna mengetahui posisi resepsi audiens. Kerangka teoritis yang digunakan adalah teori resepsi Stuart Hall melalui model Encoding– Decoding, yang menempatkan audiens sebagai subjek aktif dalam memaknai pesan media. Penelitian ini menggunakan paradigma konstruktivis dengan pendekatan kualitatif serta metode analisis resepsi. Subjek penelitian terdiri atas delapan informan yang dipilih melalui teknik purposive sampling dengan kriteria sebagai pengikut aktif akun @kopi.motoran dan memiliki tingkat interaksi tinggi sepanjang tahun 2024. Data primer diperoleh melalui wawancara mendalam, sedangkan data sekunder dikumpulkan melalui observasi konten dan studi dokumentasi. Keabsahan data dijamin melalui teknik triangulasi sumber. Analisis data dilakukan menggunakan model interaktif Miles dan Huberman yang meliputi tahap reduksi data, penyajian data, serta penarikan kesimpulan, guna memperoleh pemahaman mendalam terhadap konstruksi makna audiens. Hasil penelitian menunjukkan empat informan berada pada posisi dominant hegemonic dan empat informan lainnya berada pada posisi negotiated, tanpa ditemukannya posisi oppositional. Konten @kopi.motoran dipersepsikan sebagai autentik, hangat, dan inspiratif, serta efektif membangun kedekatan emosional audiens melalui narasi visual yang konsisten meskipun tanpa ajakan promosi langsung. Penelitian ini berkontribusi pada kajian komunikasi digital terkait efektivitas strategi konten natural, dengan keterbatasan pada pemilihan informan yang berpotensi menghasilkan kecenderungan pemaknaan dominan. Kata Kunci: Analisis Resepsi, Konten ReelsInstagram, Pemasaran UMKM, Komunikasi Visual.
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