MAULANA, ARSYAL HANIK RIZKY (2026) PERSONAL BRANDING VINA ANDHIANI MULIANA, S.P.,M.I.KOM, MELALUI AKUN TIKTOK @VMULIANA ANALISIS REPSEPSI AUDIENS MAHASISWA/I UNIVERSITAS MERCU BUANA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The development of TikTok as a communication space enables individuals to build personal branding through the delivery of educational content. Vina Andhiani Muliana, S.P., M.I.Kom., through the TikTok account @vmuliana, is known as an educational content creator who focuses on the world of work, career development, personal branding, and preparation for entering the professional world. This study aims to analyze the reception of Universitas Mercu Buana students toward the formation of Vina Andhiani Muliana, S.P., M.I.Kom.’s personal branding through the TikTok account @vmuliana. A qualitative approach using Stuart Hall’s reception analysis method was employed to examine how audiences interpret (decoding) the messages constructed (encoding) through the three main dimensions of personal branding proposed by McNally and Speak, namely distinctiveness (authenticity), relevance, and consistency. Data were collected through in-depth interviews with six active Universitas Mercu Buana students who follow the @vmuliana account. The results show that the Dominant-Hegemonic Position was the most dominant category in the informants’ interpretations. In the distinctiveness dimension, the informants interpreted Vina Muliana as having a strong identity through a confident and interactive communication style, the use of communicative Gen Z language, and supportive visuals. In the relevance dimension, the majority of informants considered career preparation content, CV reviews, and job interview simulations to be highly beneficial in meeting their needs for transitioning into the professional world. In the consistency dimension, all informants agreed that the consistency of themes and delivery styles was maintained continuously. In addition, variations in interpretation were also found in the form of the Negotiated Position in the aspects of distinctiveness and relevance, where informants accepted the educational value of the content while still making critical adjustments according to their personal circumstances and being selective toward the orientation of audience appeal. This study concludes that Vina Muliana’s personal branding has been successfully established credibly on social media, while also demonstrating that students act as active audiences in interpreting career education content. Keywords: personal branding, reception analysis, TikTok, audience, content creator. Perkembangan media sosial TikTok sebagai ruang komunikasi yang memungkinkan individu membangun personal branding melalui penyampaian konten edukatif. Vina Andhiani Muliana, S.P., M.I.Kom. melalui akun TikTok @vmuliana dikenal sebagai kreator konten edukasi yang berfokus pada dunia kerja, pengembangan karier, personal branding, dan persiapan memasuki dunia profesional. Penelitian ini bertujuan untuk menganalisis resepsi audiens mahasiswa Universitas Mercu Buana terhadap pembentukan personal branding Vina Andhiani Muliana, S.P., M.I.Kom., melalui akun TikTok @vmuliana. Pendekatan kualitatif dengan metode analisis resepsi Stuart Hall digunakan untuk melihat bagaimana audiens melakukan pemaknaan (decoding) atas pesan yang dikonstruksikan (encoding) melalui tiga dimensi utama personal branding McNally dan Speak, yaitu ciri khas (authenticity), relevansi (relevance), dan konsistensi (consistency). Pengumpulan data dilakukan melalui wawancara mendalam kepada enam informan mahasiswa aktif Universitas Mercu Buana yang merupakan pengikut akun @vmuliana. Hasil penelitian menunjukkan bahwa posisi Dominant-Hegemonic menjadi kategori paling dominan dalam pemaknaan informan. Pada dimensi ciri khas, informan memaknai Vina Muliana memiliki identitas kuat melalui gaya komunikasi yang percaya diri, interaktif, menggunakan bahasa Gen Z yang komunikatif, serta visual yang mendukung. Pada dimensi relevansi, mayoritas informan menilai konten persiapan karier, ulasan CV, dan simulasi wawancara kerja sangat bermanfaat dalam memenuhi kebutuhan transisi ke dunia profesional. Pada dimensi konsistensi, seluruh informan sepakat bahwa konsistensi tema dan gaya penyampaian tetap terjaga secara berkelanjutan. Selain itu, ditemukan pula variasi pemaknaan berupa Negotiated Position pada aspek ciri khas dan relevansi, di mana informan menerima nilai edukatif konten namun tetap melakukan penyesuaian kritis sesuai kondisi pribadi serta bersikap selektif terhadap orientasi daya tarik audiens. Penelitian ini menyimpulkan bahwa personal branding Vina Muliana berhasil terbangun secara kredibel di media sosial, sekaligus membuktikan bahwa mahasiswa berposisi sebagai audiens aktif dalam menginterpretasikan konten edukasi karier. Kata kunci: personal branding, analisis resepsi, TikTok, audiens, Content Creator
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44222010179 |
| Uncontrolled Keywords: | personal branding, analisis resepsi, TikTok, audiens, Content Creator |
| Subjects: | 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 010 Bibliography/Bibliografi > 011 General Bibliographies/Bibliografi Umum > 011.7 General Bibliographies of Works Having Specific Kinds of Content/Bibliografi Umum Pekerjaan yang Memiliki Jenis Konten Tertentu 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: | khalimah |
| Date Deposited: | 14 Sep 2026 07:58 |
| Last Modified: | 14 Sep 2026 07:58 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/103857 |
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