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All Journal Jurnal Ilmu Komunikasi WASILATUNA: JURNAL KOMUNIKASI DAN PENYIARAN ISLAM
Bidi Ashri Meidini
Telkom University
Languange, Linguistic, Communication & Media

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Resepsi Khalayak terhadap Citra Teratu Beauty dalam Isu Gerakan Boikot Bidi Ashri Meidini; Sri Wahyuning Astuti
Jurnal ILMU KOMUNIKASI Vol. 23 No. 1 (2026)
Publisher : Departemen Ilmu Komunikasi FISIP Universitas Atma Jaya Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24002/jik.v23i1.9706

Abstract

Penelitian ini menganalisis resepsi khalayak terhadap konten dukungan Teratu Beauty untuk Palestina di Instagram menggunakan teori encoding-decoding Hall. Penelitian ini mengeksplorasi negosiasi citra merek oleh audiens di tengah gerakan sosial melalui wawancara mendalam. Hasilnya menunjukkan mayoritas informan berada pada posisi dominan-hegemonik yang memperkuat citra positif merek melalui keselarasan ideologi kemanusiaan. Posisi negosiasi ditemukan pada audiens yang kritis terhadap motif komersial di balik aksi sosial, sementara ketiadaan posisi oposisi menunjukkan adanya resonansi nilai yang mendalam. Temuan ini menegaskan bahwa citra merek dalam gerakan sosial dibentuk melalui negosiasi makna dan relasi kuasa antara merek dan audiens.  
Rosé All Day Brand Communication Strategy in Facing the Boycott Issue Bidi Ashri Meidini; Sri Wahyuning Astuti
Wasilatuna: Jurnal Komunikasi dan Penyiaran Islam Vol. 7 No. 02 (2024): Oktober
Publisher : Program Studi Komunikasi dan Penyiaran Islam Fakultas Dakwah Universitas Islam Internasional Darullughah Wadda'wah Bangil Pasuruan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38073/wasilatuna.v7i02.1732

Abstract

ABSTRACT This research aims to analyse the communication strategies used by the Rosé All Day brand in dealing with the boycott issue, specifically related to the controversy involving one of its founders. This research method uses a descriptive qualitative approach with a literature review to analyse effective communication strategies in managing controversial issues. The research involved collecting and analysing literature related to crisis communication strategies, public relations, and brand management. The results of this study indicate that as a local brand company in the Indonesian cosmetics industry, it faces serious challenges in managing boycott issues. Through the analysis of communication strategies, this research identified several strategies that were effective in managing the boycott issue, including: improving relationships with the public, responding quickly, establishing positive partnerships, and prioritising accurate two-way communication. In addition, this research also analyses Rosé All Day Cosmetics' brand communication strategies on social media, especially Instagram and TikTok. These strategies include the use of creative content, interaction with followers, positive campaigns and collaboration with influencers. The findings of this study provide more understanding of effective communication strategies in dealing with controversial issues for similar companies. The results may also provide valuable insights for public relations practitioners and brand managers in managing reputational crises related to sensitive issues in competitive markets. Keywords: Boycott, Cosmetics Brand, Instagram, Communication, TikTok.
Co-Authors Sri Astuti