Interpretasi Digital Storytelling Pada Iklan Tokopedia - Siswantini; Gayes Mahestu; Aulia Nastiti Rahmani (LPPM Universitas ARS, 2019)
Abstrak Penelitian ini bertujuan untuk mendeskripsikan bagaimana interpretasi pengguna aplikasi Tokopedia terhadap Tokopedia melalui digital storytelling, serta implementasi elemen digital storytelling. Penelitian ini merupakan penelitian deskriptif dengan pendekatan kualitatif, dan metode penelitian studi kasus. Analisis data dilakukan dengan cara mereduksi, menyajikan, dan menyimpulkan data hasil wawancara bersama 7 informan dengan latar belakang yang berbeda, serta observasi secara non-partisipan. Hasil penelitian ini menunjukkan bahwa Tokopedia mampu mengimplementasikan elemen pembentuk digital storytelling dan menghasilkan interpretasi khalayak terhadap Tokopedia melalui digital storytelling. Kata Kunci: Digital Storytelling; interpretasi; kualitatif; tokopedia Abstract This study aims to describe the perception of Tokopedia application users on Tokopedia through digital storytelling, as well as the implementation of digital storytelling elements. This study is a descriptive research with qualitative approach, and case study as the research method. Data analysis was done by reducing, presenting, and concluding data from interviews with 7 informants with different backgrounds, and non-participant observation. The results of this study indicate that Tokopedia is able to implement elements of digital storytelling and generate interpretation to audiences towards Tokopedia through digital storytelling. Keywords: Digital Storytelling; interpretation; qualitative; tokopedia