ANALISIS RESEPSI MAHASISWA/I UNIVERSITAS MERCU BUANA TERHADAP PERSONAL BRANDING FUJIANTI UTAMI MELALUI KONTEN OLAHRAGA DI MEDIA SOSIAL INSTAGRAM

SALSABILA, CINDY SHIBA (2025) ANALISIS RESEPSI MAHASISWA/I UNIVERSITAS MERCU BUANA TERHADAP PERSONAL BRANDING FUJIANTI UTAMI MELALUI KONTEN OLAHRAGA DI MEDIA SOSIAL INSTAGRAM. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Instagram plays a strategic role in shaping the personal branding of public figures. Fujianti Utami utilizes the platform by showcasing sports content such as padel, jet skiing, and badminton, reflecting an active and sporty self-image. This study aims to identify and analyze the reception of students at Mercu Buana University toward Fujianti Utami's personal branding through sports content on Instagram. This research is supported by five previous studies and utilizes the concepts of digital communication, personal branding and active audiences. It employs a reception analysis approach based on Stuart Hall's encoding-decoding theory in the context of Instagram. This study employs a constructivist paradigm and a qualitative approach using Stuart Hall's reception analysis method. The research subjects consisted of eight informants from Generation Z students at Mercu Buana University who are active followers of the Instagram account @fuji_an. They were interviewed indepth. The results indicate that Mercu Buana University students' reception of Fujianti Utami's sports content on Instagram is dominated by a negotiation. Interpretations are shaped by each informant's age, gender, personal experiences, culture, and expectations, which shape how they interpret Fujianti Utami's content. The conclusion of this study confirms that Fujianti Utami's sports content is effective in building a positive and authentic personal brand on Instagram. This study recommends that Fujianti Utami maintain content consistency and authenticity as part of her digital communication strategy. Keywords: Reception Analysis, Personal branding, Sports Content, Instagram, Students. Media sosial Instagram berperan sebagai media strategis dalam pembentukan personal branding figur publik. Fujianti Utami memanfaatkan platform tersebut dengan menampilkan konten olahraga seperti padel, jetski, dan bulu tangkis yang mencerminkan citra diri aktif dan sporty. Penelitian ini bertujuan untuk mengetahui dan menganalisis resepsi mahasiswa/i Universitas Mercu Buana terhadap personal branding Fujianti Utami melalui konten olahraga di Instagram. Penelitian ini didukung oleh lima penelitian terdahulu serta menggunakan konsep komunikasi digital, personal branding, dan khalayak aktif, dengan menggunakan pendekatan analisis resepsi berdasarkan teori encoding - decoding Stuart Hall dalam konteks media sosial Instagram. Penelitian ini menggunakan paradigma konstruktivisme, pendekatan kualitatif dengan menggunakan metode analisis resepsi dari Stuart Hall. Subjek penelitian terdiri atas delapan informan dari kalangan mahasiswa Generasi Z Universitas Mercu Buana yang merupakan pengikut aktif akun Instagram @fuji_an, yang diwawancarai secara mendalam. Hasil penelitian menunjukkan bahwa resepsi mahasiswa Universitas Mercu Buana terhadap konten olahraga Fujianti Utami di Instagram berada pada posisi dominan dan negosiasi. Pemaknaan terbentuk berdasarkan latar usia, gender, pengalaman pribadi, budaya, serta ekspektasi masing- masing informan yang membentuk cara mereka memahami konten Fujianti Utami. Kesimpulan penelitian ini menegaskan bahwa konten olahraga Fujianti Utami efektif dalam membangun personal branding yang positif dan autentik di Instagram. Saran penelitian ini menekankan agar Fujianti Utami menjaga konsistensi dan auntensitas konten sebagai bagian dari strategi komunikasi digital. Kata Kunci: Analisis Resepsi, Personal branding Konten Olahraga, Instagram, Mahasiswa.

Item Type:	Thesis (S1)
NIM/NIDN Creators:	44222010092
Uncontrolled Keywords:	Analisis Resepsi, Personal branding Konten Olahraga, Instagram, Mahasiswa.
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 154 Subconscious and Altered States and Process/Psikologi Bawah Sadar > 154.6 Sleep Phenomena/Fenomena Tidur > 154.63 Dreams/Mimpi > 154.634 Analysis/Analisis 700 Arts/Seni, Seni Rupa, Kesenian > 720 Architecture/Arsitektur > 720.1-720.9 Standard Subdivisions of Architecture/Subdivisi Standar dari Arsitektur > 720.7 Education, Research, Related Topics of Architecture/Pendidikan, Riset Penelitian Arsitektur
Divisions:	Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User:	khalimah
Date Deposited:	07 Jan 2026 02:02
Last Modified:	07 Jan 2026 02:02
URI:	http://repository.mercubuana.ac.id/id/eprint/100490

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