Analisis Resepsi Mahasiswa Terhadap Pesan Budaya Pada Iklan Tokopedia (Semua Slalu Ada Dan Slalu Bisa Di Wib Tokopedia

Sejati, Alif Nur and , Arif Surya Kusuma, S.I.Kom., M. A (2023) Analisis Resepsi Mahasiswa Terhadap Pesan Budaya Pada Iklan Tokopedia (Semua Slalu Ada Dan Slalu Bisa Di Wib Tokopedia. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Tokopedia is the E-commerce with the most visitors in Indonesia. Tokopedia's popularity uses a marketing strategy by creating products and promos that are packaged through creative advertisements entitled "Waktu Indonesia Belanja" (WIB). The WIB Tokopedia advertisement displays a number of cultural scenes and local wisdom of the Indonesian people, so this research is interesting and important to study. This study was studied using Stuart Hall's receptive analysis theory. This study aims to examine and find out how student reception of cultural messages in Tokopedia advertisements (Semua Slalu Ada dan Slalu Bisa di WIB Tokopedia) whether dominan hegemonik, negotiating or oppositional. This study used a qualitative descriptive research method with the subject of Communication Studies students at the Muhammadiyah University of Surakarta who were selected using a purposive sampling technique so that a total of 5 people were obtained. Data collection techniques use primary data in the form of interviews and secondary data in the form of literature. Testing the validity of this study using source triangulation. The results of the study show that the audience is in a hegemonic or dominan hegemonik position with the categorization of using regional song jingles to attract attention, using regional accents to be creative and unique, interpreting WIB Tokopedia advertising messages with local cultural elements easily accepted.

Item Type: Thesis (Skripsi)
Uncontrolled Keywords: reception analysis, Tokopedia advertisements, cultural messages
Subjects: H Social Sciences > HE Communications
Divisions: Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi
Depositing User: ALIF NUR SEJATI
Date Deposited: 03 Nov 2023 03:45
Last Modified: 03 Nov 2023 03:45
URI: http://eprints.ums.ac.id/id/eprint/117728

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