Pemaknaan Promosi Live Streaming YSL Beauty di TikTok oleh Generasi Z Urban
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Abstract
Changes in communication patterns in the digital era encourage luxury brands to reach audiences through open social media platforms. TikTok, with its interactive live streaming feature, has emerged as a new space for Yves Saint Laurent (YSL) Beauty Indonesia to build relationships with a broader audience. However, this strategy raises questions about how the exclusivity traditionally associated with luxury brands is interpreted by young consumers. This study aims to explore how urban Generation Z interprets YSL Beauty Indonesia’s live promotions on TikTok, using Stuart Hall’s encoding–decoding theory as the analytical framework. A qualitative phenomenological approach was employed through in-depth interviews with four informants who actively use TikTok and have watched YSL Beauty’s live sessions. In addition, a questionnaire was distributed to provide preliminary insights into audience experiences. The findings show that audiences occupy dominant, negotiated, and oppositional decoding positions, shaped by their experiences, preferences, and social backgrounds. Overall, the study demonstrates that the exclusivity of luxury brands in digital spaces is more fluid and can be negotiated through interactions between brands and audiences.
Perubahan pola komunikasi di era digital mendorong merek mewah untuk menjangkau audiens melalui media sosial yang bersifat terbuka. TikTok, dengan fitur live streaming yang interaktif, menjadi ruang baru bagi Yves Saint Laurent (YSL) Beauty Indonesia untuk membangun relasi dengan audiens yang lebih luas. Namun, strategi ini menimbulkan pertanyaan mengenai bagaimana eksklusivitas yang identik dengan merek mewah dimaknai oleh konsumen muda. Penelitian ini bertujuan untuk menelusuri pemaknaan Generasi Z urban terhadap promosi live YSL Beauty Indonesia di TikTok dengan menggunakan teori encoding–decoding Stuart Hall sebagai kerangka analisis interpretasi audiens terhadap pesan merek. Penelitian ini menggunakan pendekatan fenomenologi kualitatif melalui wawancara mendalam terhadap empat informan yang aktif menggunakan TikTok dan pernah menonton TikTok Live YSL Beauty. Kuesioner disebarkan sebagai gambaran awal untuk memahami pengalaman audiens terhadap siaran langsung tersebut. Hasil penelitian menunjukkan bahwa audiens menempati posisi decoding yang beragam, yaitu dominan, negosiasi, dan oposisi, yang dipengaruhi oleh pengalaman, preferensi, serta latar belakang sosial masing-masing. Secara keseluruhan, temuan penelitian menunjukkan eksklusivitas merek mewah di ruang digital bersifat lebih cair dan dapat dinegosiasikan melalui interaksi antara merek dan audiens.
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