PUTRI, SHERLY RIZKIA (2026) PENGARUH PERSONAL BRANDING AKUN INSTAGRAM @NAJWASHIHAB TERHADAP IMITASI GAYA KOMUNIKASI PADA FOLLOWERS WANITA DEWASA AWAL. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh personal branding Najwa Shihab terhadap imitasi gaya komunikasi pada followers wanita dewasa awal akun Instagram @najwashihab. Latar belakang penelitian ini didasarkan pada perkembangan Instagram sebagai media sosial yang tidak hanya berfungsi sebagai sarana berbagi informasi, tetapi juga sebagai media pembentukan citra diri figur publik yang berpotensi memengaruhi perilaku audiens. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei eksplanatif. Sampel penelitian berjumlah 100 responden wanita dewasa awal berusia 18–40 tahun yang merupakan followers akun @najwashihab, dengan teknik purposive sampling. Pengumpulan data dilakukan melalui kuesioner yang disebarkan kepada responden sesuai dengan kriteria penelitian. Analisis data dilakukan menggunakan uji korelasi Pearson, regresi linier sederhana, koefisien determinasi, dan uji t dengan bantuan program SPSS versi 25. Hasil penelitian menunjukkan adanya hubungan positif dan signifikan antara personal branding dan imitasi gaya komunikasi dengan nilai korelasi sebesar 0,656 yang termasuk dalam kategori kuat. Koefisien determinasi sebesar 43,1% menunjukkan bahwa personal branding memberikan kontribusi terhadap imitasi gaya komunikasi sebesar 43,1%, sementara sisanya dipengaruhi oleh faktor lain di luar penelitian. Nilai t hitung sebesar 8,613 lebih besar dari t tabel, sehingga hipotesis alternatif diterima. Berdasarkan hasil tersebut, dapat disimpulkan bahwa personal branding Najwa Shihab berpengaruh signifikan terhadap imitasi gaya komunikasi wanita dewasa awal pengikut akun Instagram @najwashihab This study aims to determine the extent of the influence of Najwa Shihab’s personal branding on the imitation of communication style among early adult female followers of the Instagram account @najwashihab. The background of this research is based on the development of Instagram as a social media platform that not only functions as a medium for sharing information but also as a medium for public figures to construct self-image, which has the potential to influence audience behavior. This research employs a quantitative approach using an explanatory survey method. The sample consisted of 100 early adult female respondents aged 18–40 years who are followers of the @najwashihab account, selected using purposive sampling techniques. Data were collected through questionnaires distributed to respondents who met the research criteria. Data analysis was conducted using Pearson correlation, simple linear regression, coefficient of determination, and t-test with the assistance of SPSS version 25. The results indicate a positive and significant relationship between personal branding and imitation of communication style, with a correlation coefficient of 0.656, which falls into the strong category. The coefficient of determination of 43.1% shows that personal branding contributes 43.1% to the imitation of communication style, while the remaining percentage is influenced by other factors outside this study. The calculated t-value of 8.613 is greater than the t-table value, therefore the alternative hypothesis is accepted. Based on these findings, it can be concluded that Najwa Shihab’s personal branding has a significant influence on the imitation of communication style among early adult female followers of the Instagram account @najwashihab.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44222010259 |
| Uncontrolled Keywords: | Personal Branding, Imitasi Gaya Komunikasi, Instagram, Wanita Dewasa Awal, Social Learning Theory |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi) 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.1 Advertising/Periklanan |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | Haqi ar rachma nur |
| Date Deposited: | 02 Apr 2026 04:42 |
| Last Modified: | 02 Apr 2026 04:42 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/101499 |
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