Analisis Resepsi Postingan Kuliner Hidden Gem di Akun Instagram @surabaya_foodies pada Remaja Surabaya. (Analysis of Reception of Hidden Gem Culinary Posts on Instagram Account @Surabaya_foodies Among Surabaya Teenagers).

Putra, Yuangga Ari Syah (2025) Analisis Resepsi Postingan Kuliner Hidden Gem di Akun Instagram @surabaya_foodies pada Remaja Surabaya. (Analysis of Reception of Hidden Gem Culinary Posts on Instagram Account @Surabaya_foodies Among Surabaya Teenagers). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

In the increasingly developing digital era, social media has become the main platform for promoting various things, including unique and authentic culinary destinations. One example of social media is Instagram @surabaya_foodies. This study focuses on analyzing the reception of Surabaya teenagers towards "hidden gem" culinary posts on the Instagram account @surabaya_foodies. In this context, "hidden gem" refers to a place to eat that is not yet widely popular but has extraordinary quality and value, both in terms of taste, uniqueness of the menu, and the atmosphere offered. The purpose of the study is to understand how teenagers respond to the content, both in terms of interest, interpretation, and its influence on their decisions in choosing culinary destinations. This study uses a qualitative approach with the Focus Group Discussion (FGD) method and in-depth interviews to explore audience reception. Data were collected from five informants aged 12-18 years, who were interested in culinary, and actively accessed the @surabaya_foodies account. The analysis was conducted using Stuart Hall's Reception Theory to identify the audience's position in the dominant, negotiating, or opposition categories towards the message delivered. The results showed that the majority of teenagers tend to be in a dominant position, accepting the message delivered without much resistance. Posts such as Kue Lumpur Bu Lilik, Waroeng Sambal Bakar and Pusaka Bunda managed to attract audience interest through strong visual narratives, authentic taste descriptions, and affordable prices. These findings confirm the role of social media in popularizing culinary hidden gems and creating sustainable consumption experiences. In addition, this study also provides theoretical contributions in understanding consumer culture through social media as well as practical benefits in promoting local culinary as an effort to support the creative industry and tourism.

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