PENGARUH PEMANFAATAN INSTAGRAM STORIES TERHADAP PERSONAL BRANDING MAHASISWA FAKULTAS ILMU KOMUNIKASI UNIVERSITAS MERCU BUANA JAKARTA

ADISTY, NANDIRA (2020) PENGARUH PEMANFAATAN INSTAGRAM STORIES TERHADAP PERSONAL BRANDING MAHASISWA FAKULTAS ILMU KOMUNIKASI UNIVERSITAS MERCU BUANA JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Instagram launched a new feature like the snapchat application, namely Instagram Stories. In this feature, users can share daily activities in the form of photos or short videos that can be seen by their followers, which can only be seen for 24 hours. The purpose of this study was to determine the extent of the influence on the use of Instagram Stories on the personal branding of students of the 2016 Faculty of Communication Sciences at Mercu Buana University, Jakarta. In this study, researchers used the uses and gratification theory in which the media audience was active and the use of the media was based on certain goals to be fulfilled. The media here is used to form the personal branding of Instagram Stories users. For the theory of the concept of using Instagram stories, he uses the theory according to Del Bario, which says that intensity consists of four aspects, namely attention, comprehension, duration and frequency. Meanwhile, the theory of the concept of personal branding uses a theory according to Montoya & Vandehey which states that personal branding is divided into three elements, namely personal brand is you, personal brand is promise, and personal brand is relationship. In this study, researchers used quantitative research, then the type of research was explanative. Then the research method used is a quantitative survey method with a total of 171 Instagram Stories users at the 2016 Faculty of Communication Science students at Mercu Buana University, Jakarta. The results of this study indicate a significant effect of 66.9% between the utilization of Instagram Stories on the Personal Branding of students of the Faculty of Communication Sciences at Mercu Buana University, Jakarta. Keyword : Utilization, Instagram Stories, Personal Branding. Instagram meluncurkan sebuah fitur baru menyerupai aplikasi snapchat yaitu Instagram Stories. Pada fitur ini penggunanya bisa membagikan aktifitas sehari-hari berupa foto, maupun video singkat yang dapat dilihat oleh pengikutnya yang hanya dapat dilihat selama 24 jam. Tujuan pada penelitian ini adalah untuk mengetahui sejauhmana pengaruh pada pemanfaatan Instagram Stories terhadap personal branding mahasiswa Fakultas Ilmu Komunikasi Angkatan 2016 di Universitas Mercu Buana Jakarta. Pada penelitian ini peneliti menggunakan teori uses and gratification dimana khalayak media bersifat aktif dan penggunaan media didasarkan kepada tujuan-tujuan tertentu yang ingin dipenuhi. Media disini dimanfaatkan untuk membentuk personal branding dari pengguna Instagram Stories. Untuk teori konsep pemanfaatan Instagram stories digunakannya teori menurut Del Bario, yang mengatakan bahwa intensitas terdiri dari empat aspek yaitu attention, comprehension, duration dan frekuensi. Sedangkan teori konsep personal branding menggunakan teori menurut Montoya & Vandehey yang menyatakan bahwa personal branding dibagi menjadi tiga elemen yaitu personal brand is you, personal brand is promise, dan personal brand is relationship. Dalam penelitian ini, peneliti menggunakan penelitian kuantitatif, lalu jenis penelitiannya adalah eksplanatif. Kemudian metode penelitian yang digunakan adalah metode kuantitatif survey dengan total 171 pengguna Instagram Stories pada mahasiswa Fakultas Ilmu Komunikasi Angkatan 2016 di Universitas Mercu Buana Jakarta. Hasil pada penelitian ini menunjukkan adanya pengaruh yang signifikan antara Pemanfaatan Instagram Stories terhadap Personal Branding mahasiswa Fakultas Ilmu Komunikasi di Universitas Mercu Buana Jakarta sebesar 66,9%. Kata Kunci : Pemanfaatan, Instagram Stories, Personal Branding

Item Type:	Thesis (S1)
Call Number CD:	FK/PR. 20 076
Call Number:	SK/42/21/011
NIM/NIDN Creators:	44216010041
Uncontrolled Keywords:	Pemanfaatan, Instagram Stories, Personal Branding
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 > 004 Data Processing, Computer Science/Pemrosesan Data, Ilmu Komputer, Teknik Informatika 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 > 004 Data Processing, Computer Science/Pemrosesan Data, Ilmu Komputer, Teknik Informatika > 004.6 Interfacing and Communications/Tampilan Antar Muka (Interface) dan Jaringan Komunikasi Komputer > 004.69 Specific Kinds of Computer Communications/Jenis Khusus Komunikasi Komputer 700 Arts/Seni, Seni Rupa, Kesenian > 720 Architecture/Arsitektur
Divisions:	Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User:	MILA RISKA
Date Deposited:	08 Mar 2023 05:51
Last Modified:	08 Mar 2023 05:51
URI:	http://repository.mercubuana.ac.id/id/eprint/74857

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