HERVADA, NOVA DHEA (2026) PERSEPSI KHALAYAK TERHADAP CITRA DIRI @MAS.NATSUKI SEBAGAI BRAND AMBASSADOR @MOELL.ID. S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (COVER)
COVER TERBARU - novaa dhea.pdf Download (1MB) |
|
Text (BAB I)
BAB 1 - novaa dhea.pdf Restricted to Registered users only Download (78kB) |
|
Text (BAB II)
BAB 2 - novaa dhea.pdf Restricted to Registered users only Download (150kB) |
|
Text (BAB III)
BAB 3 - novaa dhea.pdf Restricted to Registered users only Download (363kB) |
|
Text (BAB IV)
BAB 4 - novaa dhea.pdf Restricted to Registered users only Download (200kB) |
|
Text (BAB V)
BAB 5 - novaa dhea.pdf Restricted to Registered users only Download (36kB) |
|
Text (DAFTAR PUSTAKA)
DAFTAR PUSTAKA - novaa dhea.pdf Restricted to Registered users only Download (78kB) |
|
Text (LAMPIRAN)
LAMPIRAN - novaa dhea.pdf Restricted to Registered users only Download (275kB) |
Abstract
Penelitian ini dilakukan untuk mengetahui persepsi khalayak terhadap citra diri @mas.natsuki sebagai brand ambassador @moell.id melalui media sosial Instagram, mengingat peran brand ambassador yang semakin penting dalam membangun citra merek di era komunikasi digital. Tujuan penelitian ini adalah untuk mengetahui dan mengukur persepsi khalayak terhadap citra diri Mas Natsuki sebagai brand ambassador Moell.id berdasarkan dimensi pemaknaan (interpretation), penilaian (evaluation), respons persepsual (perceptual response), dan konsistensi citra (image consistency). Penelitian ini menggunakan paradigma positivisme dengan pendekatan kuantitatif deskriptif dan metode survei. Konsep persepsi digunakan sebagai landasan teoritis untuk mengkaji bagaimana khalayak memaknai, menilai, dan merespons citra diri brand ambassador di media sosial. Pengumpulan data dilakukan melalui penyebaran kuesioner dengan skala Likert 1–5 kepada 110 responden yang merupakan followers aktif akun Instagram @mas.natsuki. Data sekunder diperoleh melalui studi pustaka yang relevan. Hasil penelitian menunjukkan bahwa persepsi khalayak terhadap citra diri Mas Natsuki sebagai brand ambassador Moell.id secara keseluruhan berada pada kategori sangat baik, dengan nilai mean total sebesar 4,35. Jika ditinjau berdasarkan masing-masing dimensi, dimensi konsistensi citra memperoleh nilai mean tertinggi sebesar 4,42, yang menunjukkan bahwa khalayak menilai citra diri Mas Natsuki ditampilkan secara konsisten dalam berbagai konten kolaborasi. Dimensi penilaian dan respons persepsual juga berada pada kategori sangat baik, sedangkan dimensi pemaknaan memperoleh nilai mean terendah sebesar 4,05, meskipun tetap dalam kategori sangat baik. Temuan ini menunjukkan bahwa khalayak memiliki persepsi yang positif dan konsisten terhadap citra diri Mas Natsuki sebagai brand ambassador Moell.id di Instagram. This study was conducted to determine audience perceptions of the self-image of @mas.natsuki as a brand ambassador for @moell.id on Instagram, considering the increasingly significant role of brand ambassadors in building brand image in the digital communication era. The purpose of this study is to identify and measure audience perceptions of Mas Natsuki’s self-image as a brand ambassador for Moell.id based on the dimensions of interpretation, evaluation, perceptual response, and image consistency. This research employs a positivist paradigm with a descriptive quantitative approach and a survey method. The concept of perception serves as the theoretical foundation to examine how audiences interpret, evaluate, and respond to a brand ambassador’s self-image on social media. Primary data were collected through the distribution of a Likert-scale questionnaire (1–5) to 110 respondents who are active followers of the Instagram account @mas.natsuki. Secondary data were obtained through relevant literature studies. The results indicate that audience perceptions of Mas Natsuki’s self-image as a brand ambassador for Moell.id are categorized as very good overall, with a total mean score of 4.35. When analyzed by dimension, image consistency obtained the highest mean score of 4.42, indicating that audiences perceive Mas Natsuki’s selfimage as being consistently presented across various collaborative content. The evaluation and perceptual response dimensions are also categorized as very good, while the interpretation dimension obtained the lowest mean score of 4.05, although it remains within the very good category. These findings suggest that audiences hold positive and consistent perceptions of Mas Natsuki’s self-image as a brand ambassador for Moell.id on Instagram.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44222010207 |
| Uncontrolled Keywords: | Persepsi Khalayak, Citra Diri, Brand Ambassador, Instagram Public Perception, Self-Image, Brand Ambassador, Instargram |
| Subjects: | 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 |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | ARDIFTA DWI AFRIANI |
| Date Deposited: | 08 Jul 2026 08:44 |
| Last Modified: | 08 Jul 2026 08:44 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/102358 |
Actions (login required)
 |
View Item |
