Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
P-Index
This Author published in this journals
All Journal Avant Garde E-JURNAL JUSITI : Jurnal Sistem Informasi dan Teknologi Informasi
Kevin Sebastian
Unknown Affiliation
Computer Science & IT Decision Sciences, Operations Research & Management Social Sciences

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search
Journal : Avant Garde

 1 
Pemaknaan Khalayak Mengenai Brand Message Choco Drink (Studi Resepsi Konten Akun Instagram @Chocodrink.id) Artyasto Jatisidi; Kevin Sebastian
Avant Garde Vol 10, No 1 (2022): Avant Garde
Publisher : Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36080/ag.v10i1.1796

Abstract

Massive content on social media today makes it a new challenge for brands to be able to survive in digital marketing on social media, brands must be able to create content that is relevant to the audience. This study aims to find out how the meaning of Chocodrink's target audience regarding brand messages and Chocodrink's digital marketing techniques in the content of the @Chocodrink.id instagram account. This research method is qualitative with Stuart Hall's Reception Analysis Theory which positions three audiences in three positions, namely dominant, negotiating and opposition. The subject of this study is the Chocodrink audience with the object of research, namely the Chocodrink brand message in the content of the @Chocodrink.id instagram account. Data collection was obtained through in-depth interviews with five informants who were selected by purposive sampling. The conclusion of the research is that the informants accept the meaning conveyed in the content of the @Chocodrink.id instagram account, the audience's meaning such as with the Chocodrink brand message and digital marketing techniques conveyed by Chocodrink. So that the informants can easily interpret the message that Chocodrink wants to convey. In this case it can be said that the content presented by the brand is in accordance with the characteristics of the audience and the message conveyed can be well received by the audience.
Co-Authors Artyasto Jatisidi Sandy Kosasi