PEMAKNAAN AUDIENS PADA IKLAN GOJEK “KENALIN EMAK HEMAT, YANG TAU KALO PAKE GOJEK PALING HEMAT” (Analisis Resepsi Pada Mahasiswa Ilmu Komunikasi Umm Peminatan Public Relations Angkatan 2021 Yang Berstatus Piatu)

Marketing communication is an important aspect, with one of its key concepts being Integrated Marketing Communication, which emphasizes message consistency and communication channels to create a more comprehensive experience and interaction with consumers. Advertising, as a marketing medium, also serves as an integral strategy in building long-term and sustainable relationships with customers. Gojek’s advertisement titled "Kenalin Emak Hemat, Yang Tau Kalo Pake Gojek Paling Hemat" serves as Gojek’s campaign to get closer to its target market by delivering messages based on everyday life. This study involves Communication Science students at the University of Muhammadiyah Malang (UMM), specializing in Public Relations, class of 2021, who have lost their mothers. The study aims to explore how subjects with certain emotional backgrounds, such as being motherless, respond to advertisements that highlight the theme of motherhood, how they interpret the message in the context of a mother's role, and whether the advertisement’s message is relevant to their personal experiences. This research uses a qualitative approach with the reception study method. It applies Stuart Hall’s Encoding/Decoding theory, which identifies three main audience positions in responding to messages—dominant, negotiated, and oppositional. The results of this study show that the subjects’ personal experiences significantly influence their perceptions and emotional responses to the presented campaign. These experiences become key factors in shaping how individuals interpret the campaign message.