PENERIMAAN GENERASI Z SURABAYA PADA KARAKTERISTIK GENERASI Z DALAM IKLAN GOJEK “SOLUSI MASALAH OVERTHINKING PILIH MAKANAN, ADA DI VIDEO INI!”
Keywords:
Reception Analysis, Gen Z Characteristics, Advertisement, Analisis Resepsi, Resepsi, Analisis Penerimaan, Penerimaan, Karakteristik Gen Z, Karakteristik Generasi Z, Generasi Z, Penelitian Generasi Z, Iklan, Periklanan, Iklan GojekAbstract
This study focused to investigate how the Gen Z in Surabaya receives the representation of Gen Z characteristics that are visualized in the Gojek advertisement "SOLUSI MASALAH OVERTHINKING PILIH MAKANAN, ADA DI VIDEO INI!". The advertisement attempts to portray Gen Z's characteristics, such as overthinking, commitment issues in relationships, job-hopping, and the tendency to believe in or use horoscope predictions. Previous literature suggests that Gen Z tends to exhibit these characteristics, which motivated the researcher to investigate how the Surabaya Gen Z population responds to this advertisement's portrayal of their traits. This study uses a qualitative descriptive research method with Stuart Hall encoding-decoding theory to analyze the reception. The informants consist of 11 Gen Z individuals with various backgrounds from Surabaya city. The research data collection techniques include in-depth interviews, observations, and literature reviews. The study results indicate that the informants have different responses due to their varying backgrounds. Four informants, 1, 3, 8, and 10, included in the dominant-hegemonic position, while the other seven, 2, 4, 5, 6, 7, 9, and 11, are in the negotiation position. The researcher did not identify any informants in the opposition position. Keywords: Reception Analysis, Gen Z Characteristics, and AdvertisementDownloads
References
Annur, C. M. (2023). Ini Faktor yang Mem-buat Gen Z Resign dari Tempat Ker-ja. https://databoks.katadata.co.id/datapublish/2023/01/17/ini-faktor-yang-membuat-gen-z-resign-dari-tempat-kerja diakses pada tanggal 14 Maret 2023.
Dewi, R. (2022). Fenomena Cinta Pada Remaja Era Generasi Z Di SMAN 01 Perhentian Raja (Skripsi). Repository Universitas Riau. Retrieved from https://repository.uir.ac.id/11706/
Femina Indonesia. (2019). Zodiak Lebih Diminati Milenial dan Gen Z. https://www.femina.co.id/trending-topic/zodiak-lebih-diminati-milenial-dan-gen-z
Gojek Indonesia. (2022). SOLUSI MASA-LAH OVERTHINKING PILIH MAKANAN, ADA DI VIDEO INI! https://www.youtube.com/watch?v=ygIZFmKYOvc diakses pada tanggal 16 April 2023
Mahdi, A. W., Triwardhani, D., & Nastiti, H. (2020). PENGUKURAN EFEKIVITAS IKLAN GOJEK MENGGUNAKAN METODE EP-IC MODEL DI KALANGAN MAHASISWA. MANOVA : Jurnal Manajemen Dan Inovasi, 5(1), 1–14. https://doi.org/10.15642/manova.v5i1.579
Malafitri, N., Zuhri, S., & Achmad, Z. A. (2022). Analisis Resepsi Generasi Z Surabaya Terhadap Standar Kecanti-kan Pada Laki-laki Dalam Iklan MS GLOW FOR MEN. Jurnal Repre-sentamen, 8(01), 40–55. https://doi.org/10.30996/representamen.v8i1.6346
Pramulyasari, N. W., & Amalia, F. (2021). Analisis Resepsi Khalayak terhadap Iklan IM3 Ooredo Versi Ramai Sepi Bersama NURAINI WIDYA PRAMULYASARI & FEILINA AMALIA. Coverage : Journal of Strategic Communication, 12(1), 61–71. https://doi.org/10.35814/coverage.v12i1.1918
Prihatina, R. (2022). Generasi Strawberry, Generasi Kreatif Nan Rapuh dan Peran Mereka Di Dunia Kerja Saat Ini. https://www.djkn.kemenkeu.go.id/kpknl-pekalongan/baca-artikel/14811/Generasi-Strawberry-Generasi-Kreatif-Nan-Rapuh-dan-Peran-Mereka-Di-Dunia-Kerja-Saat-Ini.html diakses pada tanggal 5 No-vember 2022
Rachmayanti, A. P., & Pamungkas, I. N. A. (2017). PENERAPAN EMOTION-AL BRANDING PADA IKLAN TVC AQUA VERSI “IT’S IN ME” EMOTIONAL BRANDING PRACTICE IN AQUA TELEVI-SION ADVERTISING VERSION OF “IT’S IN ME.” E-Proceeding of Management, 4(1), 1081–1087. Re-trieved from https://openlibrarypublications.telkomuniversi-ty.ac.id/index.php/management/article/view/4674
Rizky Amalia Shaleha, R., & Kurniasih, I. (2021). Ketidaksetiaan : Eksplorasi Ilmiah tentang Perselingkuhan. Buletin Psikologi, 29(2), 218. https://doi.org/10.22146/buletinpsikologi.55278
Surya Putra, Y. (2016). THEORITICAL REVIEW : TEORI PERBEDAAN GENERASI. AMONG MAKARTI, 9(2), 123–134. https://doi.org/doi.org/10.52353/ama.v9i2.142
V.D, J. F. (2021). Kami adalah Gen Z, Inse-cure dan Overthinking adalah Sa-habat Ka-mi.https://magdalene.co/story/kami-adalah-gen-z-insecure-dan-overthinking-adalah-sahabat-kami diakses pada tanggal 14 September 2022
Wahyudi, M. Z. (2022). Cek Tanda Zo-diakmu, Masih Sama atau Sudah Berubah? https://www.kompas.id/baca/humaniora/2022/09/04/cek-tanda-zodiakmu-masih-sama-atau-sudah-berubah
Wardani, B. K., Qurniawati, R. S., & Putra, Y. S. (2019). UPAYA PENING-KATAN KOMITMEN ORGAN-ISASIONAL GENERASI Z ME-LALUI PSYCHOLOGICAL CAP-ITAL DAN ORGANIZATIONAL CITIZENSHIP BEHAVIOR (Studi Kasus Pada Karyawan Generasi Z Di Kota Salatiga). MADIC, 5, 66–71. https://www.unisbank.ac.id/ojs/index.php/madic/article/view/7524
Zulfa Alfaruqy, M. (2022). GENERASI Z DAN NILAI-NILAI YANG DI-PERSEPSIKAN DARI ORANG-TUANYA. PSYCHE: Jurnal Psikologi, 4(1), 84–95. https://doi.org/10.36269/psyche.v4i1.658
