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All Journal Mahardika Adiwidia
Hamidah, Riqqah
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Arts Humanities Education Languange, Linguistic, Communication & Media Social Sciences

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Kampanye Digital di Marketplace: Studi Resepsi Followers Akun Tokopedia di Instagram Hamidah, Riqqah; Saragih, Nurhayani
Jurnal Mahardika Adiwidia Vol. 4 No. 2 (2025): Jurnal Mahardika Adiwidia
Publisher : Magister of Communication Science, Sahid University Jakarta.

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Abstract

This study aims to examine audience reception of the "Kejutan Belanja Untung" promotional campaign posted by the @tokopedia Instagram account during the 2022 period. The analysis draws on Stuart Hall’s encoding/decoding reception theory and considers four key consumer psychological factors: motivation, perception, learning, and attitude. Employing a constructivist paradigm, the study uses a descriptive qualitative approach with a reception analysis method. Data validity was ensured through source triangulation, and data were collected through in-depth interviews with seven informants who follow the @tokopedia Instagram account. The findings indicate that all seven informants exhibited a dominant-hegemonic reading in terms of motivation and attitude. However, their perception and learning responses varied, with some aligning with the dominant-hegemonic position and others reflecting an oppositional reading.
Co-Authors Nurhayani Saragih