Analisis resepsi khalayak pada iklan Youtube game Genshin Impact

Abstract

Abstrak

Penelitian ini bertujuan untuk mengetahui resepsi khalayak terhadap iklan YouTube game Genshin Impact. Analisis semiotika diterapkan untuk memahami makna denotative, konotative, dan mitos dalam iklan, yang kemudian dihubungkan dengan interpretasi khalayak. Penelitian kualitatif deskriptif ini mewawancarai tujuh narasumber dengan teknik purposive sampling. Data primer diperoleh dari wawancara dan dokumentasi, sedangkan data sekunder bersumber dari jurnal dan internet. Triangulasi sumber data dengan dua kali pengumpulan data digunakan untuk validitas informasi. Hasil penelitian menunjukkan mayoritas khalayak (4 dari 7 narasumber) memiliki interpretasi yang sejalan dengan makna iklan. Dua narasumber memiliki interpretasi berlawanan, dan satu narasumber memiliki interpretasi yang dinegosiasikan. Kesimpulannya, strategi promosi Genshin Impact melalui iklan YouTube terbilang sukses. Iklannya dikemas secara kreatif dengan storytelling, visual menarik, dan informasi yang sesuai dengan keinginan khalayak.

Kata kunci : Resepsi Khalayak, Iklan, Game Genshin Impact

Abstract

This study aims to determine the audience's reception of the YouTube advertisement for the game Genshin Impact. Semiotic analysis is applied to understand the denotative, connotative, and mythical meanings in advertisements, which are then linked to audience interpretations. This descriptive qualitative research interviewed seven resource persons using purposive sampling technique. Primary data was obtained from interviews and documentation, while secondary data was sourced from journals and the internet. Triangulation of data sources with two times of data collection was used for information validity. The results showed that the majority of audiences (4 out of 7 interviewees) had interpretations that were in line with the meaning of the advertisement. Two interviewees had opposing interpretations, and one interviewee had a negotiated interpretation. In conclusion, Genshin Impact's promotional strategy through YouTube ads is successful. The ads are creatively packaged with storytelling, attractive visuals, and information that matches the audience's desires.

Keywords : Audience Reception, Advertising, Genshin Impact Game