Resepsi Video ‘Manisan Belimbing Wuluh Disulap Jadi Kurma' di YouTube 'Dish is Gan'

Authors

  • Samuel Hady Gandojo Universitas Prof. Dr. Moestopo
  • Rudy Harjanto Universitas Prof. Dr. Moestopo
  • Yunita Sari Universitas Prof. Dr. Moestopo

DOI:

https://doi.org/10.54259/mukasi.v4i2.4365

Keywords:

Audience Reception, Local Culinary Innovation, Digital Media Engagement

Abstract

Culinary content using local ingredients has gained popularity on digital platforms, reshaping how audiences respond to culinary innovations using local ingredients. This study aims to share how viewers perceive the cooking video "Manisan Belimbing Wuluh Disulap Jadi Kurma" on the YouTube channel 'Dish is Gan'. Using a qualitative approach with a constructivist paradigm, this study focuses on audiences regarding their social meanings through interactions on digital media, especially YouTube. Analysis of the reception approach with Stuart Hall's coding/decoding theory is used to explore the meanings that shape viewers and their interactions with the content. The method used is an analysis of comments, likes, shares, and video views over a year. The results show that most viewers accept culinary innovations based on starfruit, displaying a dominant position in their reception. Attractive visuals and creative narratives strengthen audience engagement, reflected in increased performance and customer loyalty. However, some viewers are in an oppositional position, especially those unfamiliar with local ingredients. In conclusion, this video successfully builds audience engagement and promotes local culture through digital media, providing insights for content creators to utilize local ingredients to increase audience engagement.

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Published

2025-05-15

How to Cite

Samuel Hady Gandojo, Rudy Harjanto, & Yunita Sari. (2025). Resepsi Video ‘Manisan Belimbing Wuluh Disulap Jadi Kurma’ di YouTube ’Dish is Gan’. MUKASI: Jurnal Ilmu Komunikasi, 4(2), 352–364. https://doi.org/10.54259/mukasi.v4i2.4365

Issue

Vol. 4 No. 2 (2025): Mei 2025

Section

Articles

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Copyright (c) 2025 Samuel Hady Gandojo, Rudy Harjanto, Yunita Sari

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