RESEPSI KHALAYAK TERHADAP PERSONAL BRANDING NISSA SABYAN PASCA RUMOR PERSELINGKUHAN

SALSABILLAH, NAMIRA AURELIA (2024) RESEPSI KHALAYAK TERHADAP PERSONAL BRANDING NISSA SABYAN PASCA RUMOR PERSELINGKUHAN. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Personal Branding is a process when people use themselves or are chosen as a brand. Personal Branding is how we market ourselves to others systematically. Personal Branding can be built from people, names, signs, symbols or designs that can be used as a differentiator with competitors. People who manage Personal Branding well, tend to get popularity according to or close to their expectations. These efforts can be done in various ways like a marketing strategy. Nissa Sabyan is rumored to be the third person in the household of the keyboardist Sabyan Gambus, Ahmad Fairus (Ayus) with his wife, Eri Fitriah. With these rumors of infidelity, affecting various kinds of public perceptions, it is very interesting to discuss the personal branding of Nissa Sabyan as a public figure, especially to followers of the Instagram account @nissa_sabyan for the case of the infidelity that is on the rise. This study uses the Constructivist paradigm, with the Stuart Hall Reception Analysis method. Informants in this study are followers of the Instagram account @nissa_sabyan. Keywords: Audience Reception, Stuart Hall Reception Analysis, Personal Branding, Infidelity, Instagram Personal Branding adalah suatu proses ketika orang menggunakan dirinya atau karirnya sebagai merek (brand). Personal Branding adalah bagaimana kita memasarkan diri kita pada orang lain secara sistematis. Personal Branding dapat dibangun dari orang, nama, tanda, symbol atau desain yang dapat dijadikan pembeda dengan competitor. Orang yang mengelola Personal Branding dengan baik, cenderung mendapatkan popularitas sesuai atau mendekati harapannya. Upaya tersebut dapat dilakukan dengan berbagai cara layaknya strategi pemasaran. Nissa Sabyan diisukan menjadi orang ektiga dalam rumah tangga Sang Keyboardis Sabyan Gambus, Ahmad Fairus (Ayus) dengan istrinya, Eri Fitriah. Dengan adanya rumor perselingkuhan tersebut, mempengaruhi berbagai macam persepsi khalayak, maka sangat menarik untuk dibahas mengenai personal branding dari Nissa Sabyan sebagai public figure khususnya pada followers akun Instagram @nissa_sabyan terhadap kasus Perselingkuhan yang sedang naik daun tersebut. Penelitian ini menggunakan paradigma Kontrukrivis, dengan metode Analisis Resepsi Stuart Hall. Informan pada penelitian ini merupakan followers dari akun Instagram @nissa_sabyan. Kata Kunci: Resepsi Khalayak, Analisis Resepsi Stuart Hall, Personal Branding, Perselingkuhan, Instagram

Item Type:	Thesis (S1)
Call Number CD:	FK/PR. 24 003
NIM/NIDN Creators:	44218010054
Uncontrolled Keywords:	Resepsi Khalayak, Analisis Resepsi Stuart Hall, Personal Branding, Perselingkuhan, Instagram
Subjects:	300 Social Science/Ilmu-ilmu Sosial > 360 Social Problems and Services/Permasalahan dan Kesejahteraan Sosial > 363 Other Social Problems and Services/Masalah dan Layanan Sosial Lainnya 300 Social Science/Ilmu-ilmu Sosial > 360 Social Problems and Services/Permasalahan dan Kesejahteraan Sosial > 363 Other Social Problems and Services/Masalah dan Layanan Sosial Lainnya > 363.6 Public Utilities and Related Topics/Masalah Utilitas Umum 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 > 659.2 Public Relations/Hubungan Masyarakat
Depositing User:	khalimah
Date Deposited:	13 Jan 2024 08:09
Last Modified:	13 Jan 2024 08:09
URI:	http://repository.mercubuana.ac.id/id/eprint/85353

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