Parasti, Renanda Ayu (2026) Analisis Resepsi Terkait Citra Ekslusivitas Luxury Brand Pasca Penggunaan Live Tiktok sebagai Media Penjualan pada Wanita Karier (Studi pada Yves Saint Laurent Beauty Indonesia). (Analysis of Reception Related to the Image of Luxury Brand Exclusivity After the Use of TikTok Live as a Sales Medium for Career Women (A Study on Yves Saint Laurent Beauty Indonesia)). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
This study aims to examine how audiences, particularly career women, interpret the exclusivity image of Luxury brands following changes in communication strategies through TikTok Live. The growing trend of Live commerce has encouraged many Luxury brands, including Yves Saint Laurent (YSL) Beauty Indonesia, to utilize TikTok Live as a more interactive and publicly accessible marketing and sales medium. This phenomenon is interesting to study because there is a contradiction between TikTok’s open and mass-oriented nature and the exclusive, premium image traditionally associated with Luxury brands. This research employs a qualitative approach using a phenomenological method. Data were collected through in-depth interviews with several career women who actively use TikTok and have watched YSL Beauty Live sessions. The data were then analyzed using Stuart Hall’s reception analysis theory to identify the audience’s reading positions toward the messages deLivered by the brand. The findings reveal that most informants were positioned within the dominant reading category. Although YSL Beauty is presented through an open and widely accessible platform, the informants still perceive the brand as exclusive, luxurious, and premium. The accessibility offered by TikTok Live does not diminish the Luxury image of the brand as long as the quality of branding and pricing standards are maintained. This study also found a shift in the meaning of exclusivity, where Luxury is no longer defined solely by limited access through physical boutiques, but also through the quality of digital experiences created by the brand on social media platforms.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Reception Analysis, Luxury brand, TikTok Live, Exclusivity, Career Women. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi |
| Depositing User: | 1152200199 Renanda Ayu Parasti |
| Date Deposited: | 03 Nov 2026 06:06 |
| Last Modified: | 09 Nov 2026 02:03 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/46419 |
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