Pemaknaan Siswa pada Penampilan Artis Keanu Agl sebagai Bintang Iklan di Sampo Pantene (Studi Resepsi pada Siswa/Siswi SMA Negeri 1 Stabat)

Abstract

This study titled Students’ perception in the appearance of artist Keanu Angelo as an advertising star in Pantene, aims to understand Gen Z perception regarding the presence of male celebrity Keanu Angelo as the spokesperson for Pantene Hair Miracle Supplement Shampoo, a product traditionally known as a women's shampoo. Using a qualitative research method with a descriptive approach, this study involved in-depth interviews with eight informants who represents SMA Negeri 1 Stabat students. The theory used in the analysis process in this research is the reception theory put forward by Stuart Hall. The validity of this research data with data triangulation from two exrnal sources from media, marketing, advertising expert. The results indicate that employing Keanu as the ad's star successfully captured public attention and was considered an effective marketing strategy. Although not all informants were inclined to purchase the product, they provided positive feedback on the advertisement, particularly appreciating Keanu's cheerful and distinctive presentation. However, the gender perception of Pantene as a women's sampo did not entirely change despite the involvement of a male celebrity. Some informants still viewed Pantene as a women's product but acknowledged that the ad could expand its target market. External sources also deemed Pantene's decision to feature Keanu as a prudent move that sparked conversation and distinguished the product from its competitors. In terms of interpretation, the Pantene Hair Miracle Supplement Sampo advertisement starring Keanu Angelo is understood in three categories: Dominant Hegemonic Position, Negotiated Position, and Oppositional Position. Most informants liked the ad and considered using a male celebrity an effective strategy. However, some still perceived the product as a women's sampo. Interpretation is influenced by factors such as experience, background, and personal values.