PENERIMAAN MAHASISWA PADA IKLAN ONLINE SKINCARE KAHF PADA AKUN YOUTUBE @KAHFEVERYDAY (Studi Resepsi pada Mahasiswa Universitas Muhammadiyah Malang yang Pernah Mengunjungi Area Diskotek dan Melakukan Kegiatan Dugem)

Religion can influence a person's decision in choosing something. The Kahf skincare brand is a men's care brand. UMM has an image as an Islamic campus. Consumers are starting to realize that the products they choose will be better if the product has relevance to their religious teachings. The formulation of the research problem is how to accept UMM students who have visited the discotheque area and carried out clubbing activities based on Kahf skincare online advertisements.
This research uses reception analysis theory by Stuart Hall. Reception analysis theory is the study of meaning, production and audience experience in relation to media messages. The approach to this research uses a qualitative approach. The type of research used is descriptive research. Then the research method uses the case study method. The techniques used in collecting data in this research were Focus Group Discussion and documentation.
The sampling technique in this research used purposive sampling of UMM students who carried out clubbing activities to view advertisements with Islamic religious teachings inserted. The conclusion of this research is that all subjects can interpret the content of Kahf online skincare advertisements. Even though these students carry out non-religious activities, they still care about using halal products. The subjects considered that religious elements were inappropriate in skincare advertisements. However, they agree with the theme and visuals of Kahf's advertising because it can represent products for men appropriately.