PARAKA, MOCHMAMMAD IRFAN MIRANDA (2022) INTERPRETASI KHALAYAK PADA IKLAN PRODUCT KNOWLEDGE DI KANAL YOUTUBE TIM2ONE (Analisis Resepsi Mahasiswa Kelas Karyawan Universitas Mercu Buana Pada Iklan YouTube ARAP x ARIP x AGUNG x FATHIA x TIM2ONE - KERIPIK PALING ENAK DI DUNIA). S1 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Persaingan global dalam pemasaran saat ini memaksa para pelaku usaha untuk terus melakukan terobosan dengan ide-ide kreatif dalam mempromosikan barang dan jasa salahsatunya menggunakan media baru. YouTube adalah sebuah situs web video sharing berbagi video yang populer dimana para pengguna dapat membuat, menonton, dan berbagi klip video secara gratis, PT Pacific Food Indonesia (mister potato) dan Chandra Liow melalui kanal YouTube Tim2one membuat iklan dengan konsep storyline dan unsur product knowledge yang berjudul Arap X Arip X Agung X Fathia X Tim2one - Keripik Paling Enak Di Dunia. Penulis menggunakan teori analisis resepsi Stuart Hall sebagai metode penelitian Dominant-hegemonic, Negotiated, dan Opposition yang diterapkan pada iklan dengan menjadikan product knowledge dapat diterima atau tidak. Penelitian ini bertujuan untuk memahami dan menjelaskan interpretasi khalayak pada iklan product knowledge Arap X Arip X Agung X Fathia X Tim2one - Keripik Paling Enak Di Dunia. Penelitian dilakukan menggunakan paradigma konstruktivisme. Manfaat penelitian dapat menjadi referensi dalam kajian ilmu komunikasi khususnya yang berkaitan dengan penelitian atau kajian iklan dalam interpretasi khalayak dengan pemahaman product knowledge menggunakan analisis resepsi. Hasil penelitian mengungkapkan bahwa Iklan Mister Potato tidak begitu saja diterima oleh khalayak. pesan yang disampaikan dari iklan tidak dipahami sepenuhnya, product knowledge menjadi daya tarik dan keunikan yang diberikan jika dibandingkan dengan iklan produk keripik lainnya. Khalayak memandang iklan product knowledge yang ditonjolkan berupa inovasi keripik dengan rasa baru, kemasan, bentuk dan juga mengajak khalayak untuk membelinya. Kata Kunci: YouTube, Analisis Resepsi, Iklan product knowledge, Interpretasi. Global competition in marketing today forces business actors to continue to make breakthroughs with creative ideas in promoting goods and services, one of which is using new media. YouTube is a popular video sharing website where users can create, watch and share video clips for free, PT Pacific Food Indonesia (mister potato) and Chandra Liow through Tim2one's YouTube channel create advertisements with storyline concepts and elements of product knowledge. entitled "Arap X Arip X Agung X Fathia X Tim2one - The Most Delicious Chips In The World". The author uses Stuart Hall's reception analysis theory as a Dominant- hegemonic, Negotiated, and Opposition research method which is applied to advertising by making product knowledge acceptable or not. This study aims to understand and explain the audience's interpretation of the product knowledge advertisement "Arap X Arip X Agung X Fathia X Tim2one - The Most Delicious Chips in the World". The research was conducted using constructivism paradigm. The benefits of research can be a reference in the study of communication science, especially those related to research or advertising studies in audience interpretation with an understanding of product knowledge using reception analysis. The results of the study revealed that the Mister Potato advertisement was not simply accepted by the audience. the message conveyed from the advertisement is not fully understood, product knowledge becomes the attraction and uniqueness given when compared to other chips product advertisements. The audience sees product knowledge advertisements that are highlighted in the form of innovative chips with new flavors, packaging, shapes and also invites the public to buy them. Keywords: YouTube, Reception Analysis, Product knowledge advertising, Interpretation.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44319110083 |
| Uncontrolled Keywords: | YouTube, Analisis Resepsi, Iklan product knowledge, Interpretasi, YouTube, Reception Analysis, Product knowledge advertising, Interpretation. |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | UMMI RAHMATUSSYIFA |
| Date Deposited: | 20 Apr 2022 05:20 |
| Last Modified: | 20 Apr 2022 05:22 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/60226 |
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