Putri Ragil, Saskia Choirul Nisa (2025) Representasi Strategi Komunikasi Pemasaaran Digital melalui Konten Male Nail Art pada Akun Instagram @Whatchunails. (Representation of Digital Marketing Communication Strategy Through Male Nail Art Content on the Instagram Account @Whatchunails). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Penelitian ini bertujuan untuk menganalisis representasi strategi komunikasi pemasaran digital melalui konten male nail art pada akun Instagram @whatchunails. Fokus penelitian diarahkan pada bagaimana makna strategi komunikasi pemasaran digital dikonstruksikan dan direpresentasikan melalui elemen visual, caption, dan bentuk interaktivitas dalam konten media sosial. Penelitian ini menggunakan pendekatan kualitatif dengan metode analisis isi kualitatif. Data diperoleh melalui observasi non-partisipan terhadap sepuluh unggahan konten male nail art yang dipilih secara purposive, serta dokumentasi berupa tangkapan layar konten, caption, dan interaksi audiens. Analisis data dilakukan dengan menggunakan teori representasi Stuart Hall untuk membaca konten Instagram sebagai teks visual yang sarat makna simbolik. Hasil penelitian menunjukkan bahwa konten male nail art pada akun @whatchunails merepresentasikan strategi komunikasi pemasaran digital melalui visual estetika yang konsisten, penonjolan hasil karya sebagai portofolio, penggunaan narasi persuasif, serta pemanfaatan interaksi digital seperti komentar, tagging, dan user-generated content. Representasi tersebut membangun makna simbolik mengenai ekspresi diri, identitas laki-laki, dan normalisasi estetika nail art dalam budaya visual digital. Dengan demikian, strategi komunikasi pemasaran digital yang direpresentasikan melalui konten @whatchunails tidak hanya berfungsi sebagai sarana promosi, tetapi juga sebagai media konstruksi makna dan citra merek di ruang digital.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Representasi, komunikasi pemasaran digital, Instagram, male nail art, budaya visual digital. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HN Social history and conditions. Social problems. Social reform |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi |
| Depositing User: | 1152100119 Saskia Choirul Nisa Putri Ragil |
| Date Deposited: | 12 Oct 2026 04:19 |
| Last Modified: | 12 Oct 2026 04:19 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/42725 |
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