Analisis Resepsi Millenial terhadap Narasi Iklan "Gue Tunjukin Rumah Sudah Jadi dan Siap Huni"

Abstract

The rapid growth of social media has transformed marketing communication strategies, including those in the property sector, where digital platforms such as TikTok are increasingly utilized to reach potential consumers. One advertisement that has gained significant public attention is the video featuring the narrative "I'll Show You a House That Is Already Built and Ready to Occupy," promoted by Adrie Febriansyah. It’s simple, straightforward, and relatable storytelling has generated diverse interpretations among audiences, particularly millennials. This study aims to analyze millennials' reception of the advertisement narrative by applying Stuart Hall's Reception Theory. This study employed a descriptive qualitative approach within a constructivist paradigm. The research participants were selected through purposive sampling, consisting of millennials aged 18–35 years who had watched the advertisement "I'll Show You a House That Is Already Built and Ready to Occupy" on TikTok. Data were collected through in-depth interviews, documentation, and literature review, and analyzed using the Miles and Huberman interactive model, which includes data reduction, data display, and conclusion drawing. Data credibility was ensured through source triangulation. The findings indicate that the encoding process of the advertisement successfully conveys messages of convenience, certainty, and trust through the use of casual language, straightforward narration, and visuals of completed houses ready for occupancy. Meanwhile, the decoding process reveals that most participants occupy the negotiated reading position, accepting the primary message while adapting its meaning to their financial conditions, personal experiences, and housing readiness. Several participants also demonstrate an oppositional reading, perceiving the advertisement as presenting an overly idealized portrayal that does not fully reflect the realities faced by millennials. The study concludes that social background, personal experience, and economic conditions are the primary factors influencing how millennials interpret the advertisement narrative