Kamal, Maysa Maulida (2026) ANALISIS RESEPSI GENERASI Z TERHADAP KONTEN AFFILIATOR BERBASIS ARTIFICIAL INTELLIGENCE (AI) PADA PRODUK FASHION DI SHOPEE. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Technological advancements continuously generate breakthroughs to simplify human life. Artificial Intelligence (AI), which was initially developed to assist human tasks in daily life, has now begun to penetrate the realm of digital promotion, including through the utilization of AI-based affiliate content to promote fashion products on the Shopee e-commerce platform. This study aims to determine and analyze how Generation Z, as digital natives with high literacy levels, receive and interpret the use of AI in promotional content. Using a qualitative approach, this research applies Stuart Hall's reception analysis theory to examine and categorize Generation Z into three positions: dominant-hegemonic, negotiated, and oppositional. Data were gathered through in-depth interviews with five Informants from Generation Z. The results reveal that although AI brings a fresh wave of innovation to the technological world and alleviates daily human burdens, its application in digital promotion faces criticism due to the perceived inauthenticity. The characteristics of fashion products, which require clarity of fabric texture, color accuracy, and precise sizing, render AI virtual models unsuccessful in replacing the representational function of real humans. Consequently, the findings indicate that none of the Informants occupy the dominant-hegemonic position, while two Informants fall into the negotiated position, and the remaining three occupy the oppositional position. This study concludes that the efficiency of AI technology cannot replace authenticity and the human touch in the digital marketing industry of fashion products.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | maysa maulida kamal | ||||||||
| Date Deposited: | 22 Jul 2026 04:57 | ||||||||
| Last Modified: | 22 Jul 2026 04:57 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/57292 |
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