Auliya Purwita Sari, . (2026) ANALISIS RESEPSI TERHADAP KONTEN PARODI VIRAL POV: "SORRY BUKAN TIPE GW..." DI TIKTOK @TENUEDEATTIRE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The growth of TikTok as a digital marketing platform has encouraged local brands to adopt creative content strategies in order to reach an increasingly diverse audience. This study examines audience reception of the viral parody content POV: "Sorry Bukan Tipe Gw.." produced by the TikTok account @Tenue de Attire, a local fashion brand known for its repetitive humor-based parody content approach. The study employs Stuart Hall's Reception Analysis theory (encoding/decoding) as its primary framework, supported by Zeng et al.'s audience response concept (cognitive, affective, conative), and viral marketing theory from Harahap and Ratna. A descriptive qualitative method with a constructivism paradigm was applied, utilizing in-depth interviews with six purposively selected informants based on diversity of background, profession, and media consumption habits, as well as one practitioner informant — a content creator who had previously collaborated with @Tenue de Attire. The findings were further reinforced by observation of TikTok comment sections. The findings reveal that audience reception is heterogeneous — three informants occupied the dominant hegemonic position by fully accepting the brand's message driven by functional needs and social influence, while the remaining three occupied the negotiated position owing to higher media literacy and professional background. No oppositional position was identified in this study. This study concludes that the POV parody content strategy proves effective in building brand awareness across diverse audience segments, although purchase conversion rates remain highly dependent on the relevance of each individual's personal needs.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [2210411034] [Pembimbing: Bekti Istiyanto] [Penguji 1: Yudie Aprianto] [Penguji 2: Vinta Sevilla] |
| Uncontrolled Keywords: | Reception Analysis, Parody Content, TikTok, Soft selling, Viral marketing |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HT Communities. Classes. Races |
| 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: | AULIYA PURWITA SARI |
| Date Deposited: | 01 Sep 2026 06:07 |
| Last Modified: | 01 Sep 2026 06:07 |
| URI: | http://repository.upnvj.ac.id/id/eprint/53114 |
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