EFFENDI, SHADAM (2021) PEMANFAATAN MEDIA SOSIAL INSTAGRAM @taniaarb DALAM MEMBANGUN PERSONAL BRANDING. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
So many benefits of social media as part of new media. But unfortunately, not all users take advantage of social media for the maximum positive benefit. In fact, social media accounts can be used as a medium for the formation of effective personal branding with a broad character of reach. This study aims to determine and analyze the use of social media Instagram by the account @taniaarb in building personal branding. According to research from Chris Heuer, there are four components (4C) in the use of social media. The four components are context, communication, collaboration, and connection. According to Montoya, there are eight concepts of personal branding formation. The eight concepts of personal branding formation are the foundation of a strong personal brand, namely: specialization, leadership, personality, distinctiveness, visibility, unity, persistence, good will The paradigm in this research is constructivist, with the case study method. The key informant in this study was Tania Aprilia Rahmani Balfas, with an Instagram account @taniaarb. Primary data collection techniques using in-depth interviews and observations. This study uses qualitative data analysis. Based on the results of research and data analysis that has been done, the Instagram account @taniaarb utilizes social media in building personal branding by: Framing content that prioritizes of specialization, personality, appearance, face, and islamic message; Communicating personal branding through caption, hashtags, feeds, real-world relationships, posting intensity, and interaction through the comments column; Collaborate with other users through endorsements, tag, mention, repost, and close friend; Maintain the relationships that have been built through the QnA feature, maintain posts and attitudes, respond to followers, and reply to comments. Personal branding built by Instagram account @taniaarb's includes: Public speaker; Personal who is active, communicative, assertive, and professional; Islamic; and as a model. Keywords : Social Media, Instagram, Personal Branding Begitu banyak manfaat media sosial sebagai bagian dari new media. Namun sayangnya, belum semua pengguna memanfaatkan memanfaatkan media sosial untuk hal yang positif secara maksimal. Padahal, akun media sosial dapat dimanfaatkan sebagai media pembentukan personal branding yang efektif dengan karakter daya jangkaunya yang luas. Penelitian ini bertujuan untuk mengetahui dan menganalisis pemanfaatan media sosial instagram oleh akun @taniaarb dalam membangun personal branding. Menurut penelitian dari Chris Heuer terdapat empat komponen (4C) dalam pemanfaatan media sosial. Empat komponen itu adalah context, communication, collaboration, dan connection. Menurut Montoya terdapat delapan konsep pembentukan personal branding. Adapun delapan konsep pembentukan personal branding sebagai pondasi dari personal brand yang kuat, yaitu : spesialisasi, kepemimpinan, kepribadian, perbedaan, terlihat, kesatuan, keteguhan, nama baik. Paradigma dalam penelitian ini adalah kontruktivis, dengan metode studi kasus. Key informan dalam penelitian ini adalah Tania Aprilia Rahmani Balfas, dengan akun instagram @taniaarb. Teknik pengumpulan data primer menggunakan in-depth interview dan observasi. Penelitian ini menggunakan analisis data kualitatif. Berdasarkan hasil penelitian dan analisis data yang telah dilakukan, akun instagram @taniaarb memanfaatkan media sosial dalam membangun personal branding dengan: Membingkai konten yang mengutamakan spesialisasi, kepribadian, penampilan, wajah, dan pesan islami; Mengkomunikasikan personal branding melalui fitur caption, hashtag, feeds, relasi di dunia nyata, intensitas postingan, dan interaksi melalui kolom komentar; Berkolaborasi dengan pengguna lain melalui endorsement, fitur tag, mention, repost, dan close friend; Memelihara hubungan yang telah terbina melalui fitur QnA, menjaga postingan dan sikap, merespon followers, serta membalas komentar. Personal branding yang dibangun akun instagram @taniaarb antara lain: Public speaker; Pribadi yang aktif, komunikatif, tegas, dan professional; Islami; dan sebagai model. Kata kunci : Media Sosial, Instagram, Personal Branding
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