Analisis Resepsi Pengunjung Di Coffeshop Jokopi Dinoyo Terhadap Konten Fashion Jaden Bahtera Pada Tiktok. (Analysis of Visitor Reception at Jokopi Dinoyo Coffee Shop Towards Jaden Bahtera's Fashion Content on TikTok).

Fahrezy, Fahmi Januar (2025) Analisis Resepsi Pengunjung Di Coffeshop Jokopi Dinoyo Terhadap Konten Fashion Jaden Bahtera Pada Tiktok. (Analysis of Visitor Reception at Jokopi Dinoyo Coffee Shop Towards Jaden Bahtera's Fashion Content on TikTok). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Penelitian ini bertujuan untuk menganalisis resepsi pengunjung Coffeeshop Jokopi Dinoyo Surabaya terhadap konten fashion Jaden Bahtera di TikTok. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan paradigma konstruktivistik. Data primer diperoleh melalui wawancara mendalam dan observasi partisipatif terhadap pengunjung yang aktif menggunakan TikTok, sedangkan data sekunder diperoleh dari literatur, jurnal, dan dokumentasi media sosial. Hasil penelitian menunjukkan bahwa pengunjung tidak memaknai konten fashion Jaden Bahtera secara seragam. Berdasarkan teori resepsi Stuart Hall, ditemukan tiga pola pemaknaan audiens, yaitu dominant-hegemonic, negotiated, dan oppositional. Sebagian informan berada pada posisi dominan dengan menerima dan menjadikan gaya berpakaian Jaden sebagai referensi utama dalam membentuk identitas visual. Sebagian lain berada pada posisi negosiasi dengan mengadaptasi gaya Jaden sesuai kenyamanan, kondisi ekonomi, dan karakter pribadi. Sementara itu, sejumlah informan berada pada posisi oposisi dengan menolak meniru gaya tersebut karena dianggap tidak sesuai dengan selera dan nilai personal. Konten fashion Jaden Bahtera tidak hanya dikonsumsi sebagai hiburan, tetapi juga dipahami sebagai referensi visual dalam menentukan kombinasi warna, siluet, dan gaya berpakaian. Ruang coffeeshop berfungsi sebagai arena sosial tempat audiens menampilkan dan mempraktikkan identitas digital yang dipengaruhi media sosial. Temuan ini menunjukkan bahwa audiens bersifat aktif dalam menafsirkan pesan media dan menjadikan media sosial sebagai bagian penting dalam pembentukan gaya hidup dan preferensi fashion. Dengan demikian, penelitian ini menegaskan bahwa pengaruh influencer di TikTok bekerja melalui proses interpretasi yang kompleks dan kontekstual, di mana audiens berperan sebagai subjek aktif dalam mengonstruksi makna dan praktik gaya hidup mereka.

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