PUTRI, DIVA NATASYA MAYANG (2026) ANALISIS RESEPSI KHALAYAK PADA PESAN KAMPANYE #BERANIDIETLAGI DI INSTAGRAM REELS @HEALTHYGO_ID. S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
01 COVER.pdf Download (537kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
02 BAB 1.pdf Restricted to Registered users only Download (284kB) |
|
|
Text (BAB II)
03 BAB 2.pdf Restricted to Registered users only Download (96kB) |
|
|
Text (BAB III)
04 BAB 3.pdf Restricted to Registered users only Download (133kB) |
|
|
Text (BAB IV)
05 BAB 4.pdf Restricted to Registered users only Download (253kB) |
|
|
Text (BAB V)
06 BAB 5.pdf Restricted to Registered users only Download (32kB) |
|
|
Text (DAFTAR PUSTAKA)
07 DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (166kB) |
|
|
Text (LAMPIRAN)
08 LAMPIRAN.pdf Restricted to Registered users only Download (705kB) |
Abstract
This study aims to analyze audience reception of the #BeraniDietLagi digital campaign communicated by the healthy catering brand Healthy Go through Instagram Reels. The campaign addresses issues of body shaming and the stigma surrounding diet failure by applying a storytelling promotion approach that emphasizes empathy, self-acceptance, and empowerment. This study employs a qualitative approach with a constructivist paradigm and uses Stuart Hall’s encoding-decoding model of reception analysis to examine audience decoding positions. Data were collected through digital observation, documentation, and in�depth interviews with five informants aged 18–35 years selected using purposive sampling. The findings indicate that audience interpretations of the #BeraniDietLagi campaign fall into three decoding positions: dominant�hegemonic, negotiated, and oppositional. Three informants occupied the dominant position because they considered the campaign message consistent with their experiences of appearance-related pressure, body shaming, and diet failure. One informant occupied the negotiated position by accepting the campaign’s message in general while adapting its meaning to personal experiences and perspectives. Meanwhile, one informant occupied the oppositional position because they prioritized data-driven and technical information over the campaign’s emotional approach. Differencesin audience receptionwere primarily influenced by personal experiences with body stigma and individual understandings of health and dieting. Despite these differences in meaning-making, the use of storytelling promotionwas found to foster audience engagement and contribute positively to Healthy Go’s brand image as a brand that demonstrates concern for its consumers’ experiences and needs. Keywords: Reception, Audience, Reels, Marketing, Empowerment Penelitian ini bertujuan untuk menganalisisresepsi khalayak terhadap pesan kampanye digital #BeraniDietLagi yang dikomunikasikan oleh brand katering sehat Healthy Go melalui media sosial Instagram Reels. Kampanye ini mengangkat isu body shaming dan stigma terhadap kegagalan diet dengan menggunakan pendekatan storytelling promotion yang menekankan empati, penerimaan diri, dan pemberdayaan. Penelitian ini menggunakan pendekatan kualitatif dengan paradigma konstruktivis serta metode analisisresepsi berdasarkan model encoding�decoding Stuart Hall untuk melihat posisi pemaknaan khalayak. Data diperoleh melalui observasi digital, dokumentasi, dan wawancara mendalam terhadap lima informan berusia 18–35 tahun yang dipilih menggunakan teknik purposive sampling. Hasil penelitian menunjukkan bahwa pemaknaan terhadap kampanye #BeraniDietLagi terbagi ke dalam tiga posisi decoding, yaitu dominant-hegemonic, negotiated, dan oppositional. Tiga informan berada pada posisi dominant karena merasa pesan kampanye sesuai dengan pengalaman mereka terkait tekanan penampilan, body shaming, dan kegagalan diet. Satu informan berada pada posisi negotiated karena menerima pesan kampanye secara umum, tetapi tetap menyesuaikannya dengan pengalaman dan cara pandang pribadi. Sementara itu, satu informan berada pada posisi oppositional karena lebih mengutamakan pendekatan berbasis data dan informasi teknis dibandingkan pendekatan emosional. Perbedaan pemaknaan terutama dipengaruhi oleh pengalaman pribadi terhadap stigma tubuh serta cara informan memahami konsep kesehatan dan diet. Meskipun terdapat perbedaan dalam penerimaan pesan, penggunaan storytelling promotion dinilai mampu membangun kedekatan dengan audiens dan memberikan kontribusi positif terhadap citra Healthy Go sebagai brand yang peduli terhadap pengalaman dan kebutuhan konsumennya. Kata Kunci: Resepsi, Khalayak, Reels, Pemasaran, Pemberdayaan
Actions (login required)
 |
View Item |
