ANALISIS RESEPSI GURU SMKN 1 SIMPANG EMPAT, KABUPATEN TANAH BUMBU PADA IKLAN SHOPEE “CICILAN 0% BELANJA DI SHOPEE & MERCHANT FAVORITMU PAKAI QRIS!”

This study aims to understand how teachers at SMKN 1 Simpang Empat interpret and respond to the Shopee PayLater advertisement “0% installment for shopping on Shopee & your favorite merchants using QRIS,” which highlights the convenience of transactions and the attractive “0%” promotion. The research employs a descriptive qualitative method based on field research (September 2025) with eight teachers selected through purposive sampling. Data was collected through semi-structured interviews and documentation, then analyzed using Stuart Hall’s reception theory (encoding/decoding) to map the subjects' interpretations into dominant-hegemonic reading, negotiated reading, and oppositional reading. The findings show that the dominant reading is limited to the acceptance of the practical aspect of using QRIS. The negotiated reading appears when subjects acknowledge the ease of use but still feel that the mechanism and terms of the service were unclear due to the advertisement’s rapid/brief ending. The oppositional reading is strong in the claim of “0% installment,” which is understood as a marketing strategy, potentially involving hidden costs, reinforced by financial caution, rejection of consumer debt, and religious considerations. Overall, the negotiated and oppositional readings are the main tendencies, with an equal proportion.