ANALISIS RESEPSI BUDAYA ARISAN PADA IKLAN “REUNIAN GAK SEHAT” SASA SANTAN (IBU-IBU GRUP ARISAN KADER POSYANDU DESA PARAKAN JAYA, KABUPATEN BOGOR)

The 15-second Sasa Santan advertisement, titled "Reunian Gak Sehat" (Unhealthy Reunion), uploaded on the Sasa Melezatkan YouTube channel, communicates a message regarding the superiority of the Sasa Santan product. The advertisement employs the perspective of women's daily life and social gatherings to embed the idea that their coconut milk is both high-quality and healthy, thereby strengthening audience trust in the product's health benefits.

This reception analysis research aims to determine the decoding and interpretation of the social gathering culture portrayed in the Sasa Santan "Reunian Gak Sehat" advertisement by the members of the Posyandu Cadre social group (arisan) in Parakan Jaya Village, Bogor Regency. The study utilizes a qualitative descriptive methodology based on Stuart Hall's encoding-decoding theory. Data were collected through a Focus Group Discussion (FGD) and in-depth interviews with five Posyandu Cadre arisan members, each representing a different community unit (RW) in Parakan Jaya Village, Bogor Regency.

The findings indicate that the majority of the Posyandu Cadre members exhibited a dominant-hegemonic reading. This suggests that the advertisement's depiction of common social gathering behaviors—specifically, gossiping, showing off, and social status comparison—was largely accepted and aligned with their existing frameworks of knowledge. Active participation in various arisan activities, particularly outside the Posyandu environment, was found to facilitate the subjects’ reception of the message concerning the dynamics of arisan culture within the advertisement.