RESEPSI KHALAYAK MENGENAI BRAND AMBASSADOR KIM MINGYU PADA PRODUK INNISFREE DI INSTAGRAM @innisfreeofficial

Jihan Alfika Abu Bakar; Alifiah Ghaniyyu Widyaningrum

doi:10.22441/bmw.v18i01.38017

Penulis

Jihan Alfika Abu Bakar Universitas Mercu Buana, Indonesia
Alifiah Ghaniyyu Widyaningrum Universitas Mercu Buana, Indonesia

DOI:

https://doi.org/10.22441/bmw.v18i01.38017

Kata Kunci:

Reception Analysis, Brand Ambassador, Innisfree, Instagram.

Abstrak

ABSTRACTInnisfree utilizes the @innisfreeofficial Instagram account to build a brand identity image by appointing Kim Mingyu as a Brand Ambassador. This finding shows that Kim Mingyu's visual representation of Innisfree products on Instagram. The study used a qualitative method with a constructivism paradigm and Stuart Hall's reception analysis approach that emphasizes the encoding-decoding process, as well as the Brand Ambassador concept according to Kotler and Keller. In the encoding-decoding theory, there are three reception positions, namely dominant, negotiating, and oppositional. Data were obtained through in-depth interviews with ten informants who follow the @innisfreeofficial account, with the validity of the data tested through source triangulation. The results showed that five informants were in a dominant position by accepting Kim Mingyu as a representation of healthy skin that is in accordance with Innisfree's identity. Three informants were in a negotiating position because they considered the content still had limitations and the product's relevance to local skin needs. Two informants were in an oppositional position, considering thecontent too prominently featured idol figures, thus shifting the product's educational information. This finding shows that Kim Mingyu's visual representation succeeded in building a modern image of Innisfree, although it was interpreted differently according to the audience's background and experience.

Unduhan

Data unduhan belum tersedia.

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