Opini Masyarakat Terkait Video Iklan Rabbani Di Media Sosial

Jannah, Salwatul (2023) Opini Masyarakat Terkait Video Iklan Rabbani Di Media Sosial. S1 thesis, Universitas Sultan Ageng Tirtayasa.

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Abstract

Advertising is non-personal communication carried out by a marketer to inform, educate, or persuade the target market. As in this study, the Rabbani company, which is a Muslim fashion brand, released an advertisement in the form of a narrative video that was considered offensive by citizens so that it raised a lot of pro-contra. The research is aimed at understanding public perceptions and opinions about the advertisement. The research uses descriptive qualitative methods using the concepts of perception and the Elaborate Likelihood Model in its presentation. The results of this study found that public opinion related to this advertisement people tend not to assume Rabbani discusses sensitive issues with inappropriate use of words, public opinion that is critical of what is presented tends to produce negative opinions, instead the public that looks only based on personal experience that has produced positive opinions.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	Pandu Witantra, Ari	198204222006041002

Additional Information:

Iklan merupakan komunikasi non-pribadi yang dilakukan pemasar untuk menginformasikan, mendidik, atau membujuk pasar sasaran. Seperti pada penelitian ini perusahaan Rabbani yang merupakan sebuah brand busana muslim merilis iklan yang berupa video narasi yang dianggap menyinggung oleh warganet sehingga banyak menimbulkan pro kontra. Penelitian ini bertujuan untuk mengetahui persepsi serta opini masyarakat tentang iklan tersebut. Penelitian ini menggunakan metode kualitatif deskriptif dengan menggunakan konsep persepsi dan Elaborate Likelihood Model dalam penjabarannya. Teknik pengumpulan data dalam penelitian ini yaitu wawancara. Hasil dari penelitian ini didapati bahwa opini masyarakat terkait iklan ini masyarakat cenderung tidak menduga Rabbani membahas isu sensitif dengan penggunaan kata yang kurang tepat, opini masyarakat yang kritis terhadap apa yang disampaikan cenderung akan menghasilkan opini negatif, sebaliknya masyarakat yang hanya memandang berdasarkan pengalaman pribadi yang dimiliki akan menghasilkan opini positif.

Uncontrolled Keywords:

Perception, Advertising, Social Media. Rabbani Opini, Persepsi, Iklan, Media Sosial. Rabbani

Subjects:

Communication > Communication (General)

Divisions:

06-Fakultas Ilmu Sosial dan Ilmu Politik
06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi

Depositing User:

Mrs Salwatul Jannah

Date Deposited:

20 Sep 2023 11:30

Last Modified:

20 Sep 2023 11:30

URI:

http://eprints.untirta.ac.id/id/eprint/29523

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