PEMAKNAAN KHALAYAK TENTANG ISU OVERCLAIM PRODUK DAVIENA DI AKUN TIKTOK @melvinahusyanti96 (Studi Resepsi Pengguna Aktif TikTok yang Terpapar Isu Overclaim Produk Daviena)

Eka Intan Novanti, 202210040311134, AUDIENCE RECEPTION OF THE OVERCLAIM ISSUE OF DAVIENA PRODUCTS ON THE TIKTOK ACCOUNT @melvinahusyanti96 (A Reception Study of Active TikTok Users Exposed to the Daviena Product Overclaim Issue), Undergraduate Thesis, Communication Science Study Program, Universitas Muhammadiyah Malang.
Daviena is a beauty product brand that actively promotes its products on TikTok. In its promotional activities, Daviena was confronted with an overclaim issue regarding its products, which created excessive expectations and potentially affected the level of public trust. The overclaim phenomenon generated various public reactions, ranging from acceptance to rejection of the claims. This study aims to understand and describe audience interpretations of the overclaim issue surrounding Daviena products as presented through the TikTok account @melvinahusyanti96. This research employs a qualitative approach using Stuart Hall’s reception analysis method. Within this approach, audiences are viewed as active participants in interpreting media messages. Data were collected through interviews with five members of Kakang Mbakyu Kota Malang who are active TikTok users and had been exposed to the Daviena overclaim issue. The findings indicate that the majority of Kakang Mbakyu Kota Malang members tend to occupy the negotiated reading position, suggesting that the informants rejected the claims presented and held negative views toward the brand. This interpretation was influenced by factors such as personal experience, knowledge, and each individual's level of trust in the product.