ANALISIS RESEPSI KHALAYAK REMAJA PENGGIAT TIKTOK TERHADAP PROMOSI DALAM AKUN TIKTOK @gunungapipurba DESA WISATA NGLANGGERAN YOGYAKARTA

Rainer Fansiskus Nockas, . (2026) ANALISIS RESEPSI KHALAYAK REMAJA PENGGIAT TIKTOK TERHADAP PROMOSI DALAM AKUN TIKTOK @gunungapipurba DESA WISATA NGLANGGERAN YOGYAKARTA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The development of social media has transformed the way tourism stakeholders promote tourist destinations, including tourism villages, through platforms such as TikTok, which rely on short-form video content with strong visual appeal. Nglanggeran Tourism Village in Yogyakarta utilizes the TikTok account @gunungapipurba as a medium for destination promotion; however, promotional effectiveness is also determined by how audiences interpret the conveyed messages. This study aims to examine adolescent audience reception of promotional content on the TikTok account @gunungapipurba using a qualitative approach with Stuart Hall’s reception analysis framework. Data were collected through semi-structured interviews with seven TikTok users as audience members and one account administrator, and were analyzed using thematic analysis with the assistance of NVivo software. The findings indicate that audience reception is divided into three reading positions: three informants occupy the oppositional position, two informants the negotiated position, and two informants the dominant-hegemonic position. Audiences in the oppositional position perceive the promotional content as insufficient in meeting tourism information needs and as emphasizing visual elements without in-depth explanations, while those in the negotiated and dominant positions consider the content visually appealing and potentially capable of increasing visit intention. This study concludes that TikTok can function as a promotional medium for tourism villages; however, its effectiveness needs to be enhanced through the provision of more informative content that aligns with the informational needs of adolescent audiences.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil : 2110411133] {Pembimbing : Yani Hendrayani] [Penguji 1 : Macyudin Agung Harahap] [Penguji 2 : Garcia Krisnando Nathanael]
Uncontrolled Keywords: Reception analysis, TikTok, tourism promotion, tourism village, adolescent audiences.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: RAINER FANSISKUS NOCKAS
Date Deposited: 16 Apr 2026 12:03
Last Modified: 16 Apr 2026 12:03
URI: http://repository.upnvj.ac.id/id/eprint/42869

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