ZAHRA, SOFIA LATIFATUZ (2026) IDENTIFIKASI PERSONAL BRANDING NOVELIS DI MEDIA INSTAGRAM MELALUI AKUN @NTSANA (PERIODE JANUARI 2020 – DESEMBER 2023). S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Di era industri 4.0, perkembangan teknologi informasi mendorong perubahan pola komunikasi menjadi serba digital, termasuk dalam membangun personal branding di ruang publik. Media sosial Instagram menjadi salah satu platform yang dimanfaatkan figur publik untuk membentuk persepsi audiens melalui penyampaian pesan secara konsisten. Salah satu figur publik yang aktif membangun branding melalui Instagram adalah Nadhifa Allya Tsana atau dikenal sebagai Tsana. Penelitian ini bertujuan untuk menganalisis isi pesan dengan mengidentifikasi pembentukan personal branding seorang novelis yang ditampilkan melalui media Instagram, khususnya pada akun @ntsana. Fokus penelitian ini adalah memahami bagaimana makna isi pesan dengan melakukan identifikasi personal branding novelis di media Instagram melalui akun @ntsana. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan metode analisis isi terhadap tujuh unggahan Instagram @ntsana sebagai unit analisis. Penelitian ini menggunakan konsep personal branding milik Peter Montoya. Adapun teknik analisis yang digunakan pada penelitian ini adalah model milik Krippendorff dengan tahapan penentuan unit analisis, pemilihan data, pencatatan/pengkodingan, reduksi data, dan penarikan simpulan. Unit analisis dalam penelitian ini terdiri atas tujuh unggahan Instagram @ntsana yang dianalisis melalui unsur verbal berupa caption, pilihan kata, dan narasi, serta unsur nonverbal berupa visual unggahan seperti ekspresi, suasana, dan konteks aktivitas. Hasil penelitian menunjukkan bahwa isi pesan pada unggahan Instagram @ntsana tidak hanya berfungsi sebagai dokumentasi aktivitas personal, tetapi juga merepresentasikan perjalanan profesional Tsana sebagai novelis, podcaster, dan figur publik. Makna pesan dibangun melalui caption yang reflektif dan hangat serta visual yang menampilkan proses kreatif, pencapaian, kedekatan dengan audiens sehingga membentuk persepsi tertentu. In the era of Industry 4.0, developments in information technology have driven changes in communication patterns to become increasingly digital, including in building personal branding in the public sphere. The social media platform Instagram has become one of the platforms used by public figures to shape audience perceptions through consistent messaging. One public figure who actively builds her branding through Instagram is Nadhifa Allya Tsana, also known as Tsana. This study aims to analyze the content of messages by identifying the formation of a novelist's personal branding as displayed through Instagram, specifically on the @ntsana account. The focus of this study is to understand the meaning of the message content by identifying the novelist's personal branding on Instagram through the @ntsana account. This study uses a descriptive qualitative approach with content analysis of seven Instagram posts from @ntsana as the unit of analysis. This study uses Peter Montoya's concept of personal branding. The analysis technique used in this study is Krippendorff's model with the stages of determining the unit of analysis, data selection, recording/coding, data reduction, and drawing conclusions. The unit of analysis in this study consists of seven Instagram posts by @ntsana, which were analyzed through verbal elements such as captions, word choice, and narration, as well as nonverbal elements such as visual aspects of the posts, including expressions, atmosphere, and activity context. The results of the study show that the content of messages posted on @ntsana's Instagram account not only serves as documentation of personal activities, but also represents Tsana's professional journey as a novelist, podcaster, and public figure. The meaning of the messages is constructed through reflective and warm captions and visuals that showcase the creative process, achievements, and closeness to the audience, thereby shaping a certain perception.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44222010107 |
| Uncontrolled Keywords: | Personal Branding; Novelis; Analisis Isi; Instagram Personal Branding; Novelist; Content Analysis; Instagram |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 380.1-380.9 Standard Subdivisions of Commerce, Communications, Transportation/Subdivisi Standar Dari Perdagangan, Komunikasi, Transportasi |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | ZAIRA ELVISIA |
| Date Deposited: | 10 Feb 2026 06:20 |
| Last Modified: | 11 Feb 2026 03:22 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/100872 |
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