MARIKA, INA (2023) PEMANFAATAN INSTAGRAM SEBAGAI MEDIA PERSONAL BRANDING PADA AKUN @DEBISAGITA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Instagram is one of the social media that is quite in demand by the public because it has a variety of benefits, which can be used as a medium of communication and as a medium of personal branding. Personal branding is a typical phenomenon. If we look at the practice of daily life, whether we realize it or not, actually everyone can have their own brand name attached to the results of complex interaction and time processes. This study aims to determine the use of Instagram social media as a personal branding of artists and influencers @debisagita and find out whether Debi Sagita fulfills the concepts of personal branding appropriately. In this study using qualitative research methods with a descriptive study approach and the Post-Positivism paradigm, the data obtained were obtained by direct interviews with Debi Sagita, the owner of the @debisagita account as the main resource person, and Amanda Salma and Baiti Syaghaf as supporting speakers. In addition, data is also obtained by observation, literature studies and documentation based on @debisagita accounts. This research uses the theory of eight concepts of personal branding formation according to Montoya in Haroen (2014: 67-69) which is the legal basis in forming personal branding, namely specialization, leadership, personality, difference, looks, unity, and good name. Instagram features are used in the form of uploading Photos, Videos, Instastory, Highlights, and Captions. The results of this study revealed that Debi's personal branding did not meet the eight concepts of personal branding according to Monotya and the lack of utilization of Instagram features provided, Debi Sagita was still able to improve her personal branding on Instagram social media Keywords : Personal Branding, Instagram, Influencer Instagram merupakan salah satu media sosial yang cukup banyak diminati masyarakat karena memiliki beragam manfaat, yaitu dapat di gunakan sebagai media komunikasi dan sebagai media personal branding. Personal branding merupakan fenomena yang khas. Jika kita lihat dari praktik hidup sehari-hari, disadari atau tidak, sebenarnya setiap orang bisa mempunyai brand nama sendiri yang melekat hasil proses interaksi dan waktu yang kompleks. Penelitian ini bertujuan untuk mengetahui pemanfaatan media sosial Instagram sebagai personal branding artis dan juga influencer @debisagita dan mengetahui apakah Debi Sagita memenuhi konsep-konsep personal branding dengan tepat. Dalam penelitian ini menggunakan metode penelitian kualitatif dengan pendekatan studi deskriptif dan paradigma Post-Positivisme, Data yang didapatkan, diperoleh dengan hasil wawancara secara langsung dengan Debi Sagita pemilik akun @debisagita sebagai narasumber utama dan Amanda Salma juga Baiti Syaghaf sebagai narasumber pendukung. Selain itu data juga didapatkan dengan hasil observasi, studi pustaka serta dokumentasi berdasarkan akun @debisagita. Penelitian ini menggunakan teori delapan konsep pembentukan personal branding menurut Montoya dalam Haroen (2014:67-69) yang menjadi dasar hukum dalam membentuk personal branding, yaitu spesialisasi, kepemimpinan, kepribadian, perbedaan, terlihat, kesatuan, dan nama baik. Fitur-fitur Instagram yang dimanfaatkan berupa unggahan Foto, Video, Instastory, Highlight, dan Caption. Hasil penelitian ini mengungkapkan bahwa personal branding yang dilakukan Debi tidak memenuhi delapan konsep personal branding menurut Monotya dan kurangnya pemanfaatan fitur-fitur Instagram yang disediakan, Debi Sagita tetap dapat meningkatkan personal branding dirinya di media sosial Instagram Kata kunci : Personal Branding, Instagram, Influencer
| Item Type: | Thesis (S1) |
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| Call Number CD: | FK/PR. 23 160 |
| NIM/NIDN Creators: | 44218110059 |
| Uncontrolled Keywords: | Personal Branding, Instagram, Influencer |
| 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 > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | CALVIN PRASETYO |
| Date Deposited: | 25 Oct 2023 03:41 |
| Last Modified: | 25 Oct 2023 03:41 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/83238 |
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