Santoso, Raden Roro Nabilah Salsabila (2024) OPINI PUBLIK MENGENAI SYAHRINI SEBAGAI BRAND AMBASSADOR SKINCARE SOMETHINC (Analisis Isi Kuantitatif Kolom Komentar Akun Instagram @somethincofficial Pada 31 Agustus 2022). S1 thesis, Universitas Mercu Buana - Menteng.
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Abstract
Media sosial Instagram dijadikan sebagai media promosi produk dan jasa yang ditawarkan serta sebagai media komunikasi antara brand dengan konsumen atau masyarakat. Untuk melakukan promosi, Brand perlu melakukan strategi komunikasi pemasaran salah satu caranya dengan menggunakan Brand Ambassador. Somethinc menjadikan Syahrini sebagai Brand Ambassador-nya yang mengundang opini publik pro-kontra di kolom komentar postingan pada akun Instagram @somethincofficial. Tujuan penelitian ini untuk mengetahui opini publik mengenai Syahrini Sebagai Brand Ambassador Skincare Somethinc di kolom komentar akun Instagram @somethincofficial pada 31 Agustus 2022. Peneliti menggunakan konsep opini publik yang dikategorisasikan menjadi opini publik positif, negatif, dan netral. Paradigma yang digunakan adalah positivisme dengan metode penelitian Analisis Isi Kuantitatif. Unit analisis penelitian ini menganalisa per komentar dari isi komentar pada postingan dengan jumlah populasi sebanyak 3.582 komentar dengan sampel 400 komentar. Teknik pengumpulan data menggunakan teknik random sampling serta data diuji dengan validitas dan reliabilitas menggunakan antar coder dengan rumus Hostly. Hasil penelitian menunjukkan kategori opini negatif mendapatkan hasil paling banyak sebesar 214 komentar (53.50%) yang menolak atau tidak setuju Syahrini sebagai Brand Ambassador Somethinc, kategori opini publik positif mendapatkan 126 komentar (31.50%) yang mendukung dan setuju, dan opini netral mendapatkan 60 komentar (15.00%) yang tidak memihak kubu manapun, tetapi lebih mementingkan produk Somethinc. Kategori Indikator Brand Ambassador yang paling banyak muncul adalah Daya tarik pada komentar negatif sebanyak 65 komentar, netizen menunjukkan penolakan terhadap penampilan fisik Syahrini yang dinilai tidak cocok sebagai Brand Ambassador Skincare karena wajah yang tidak alami dan usia yang berumur sehingga tidak mencerminkan produk yang ditawarkan. Instagram social media is used as a medium for promoting products and services offered and as a medium of communication between brands and consumers or the public. To promote, brands need to carry out a marketing communication strategy, one way is by using Brand Ambassadors. Somethinc made Syahrini its Brand Ambassador which invited pro-con public opinion in the comment section of the post on the @somethincofficial Instagram account The purpose of this study is to find out public opinion about Syahrini as the Brand Ambassador of Somethinc Skincare in the comment section of @somethincofficial Instagram account on August 31, 2022. Researchers use the concept of public opinion which is categorized into positive, negative, and neutral public opinion. The paradigm used is positivism with the research method of Quantitative Content Analysis. This research analysis unit analyzes per comment from the content of comments on posts with a population of 3,582 comments with a sample of 400 comments. Data collection techniques use random sampling techniques and data is tested by testing validity and reliability using intercoders with the Hostly formula. The results showed that the negative opinion category received the most results 214 comments (53.50%) that rejected or disagreed with Syahrini as the Brand Ambassador of Somethinc, the positive public opinion category received 126 comments (31.50%) that supported and agreed, and neutral opinions received 60 comments (15.00%) that did not favor any camp, but were more concerned with Somethinc's products. Brand Ambassador Indicator category that appeared the most was the attractiveness of 65 negative comments, netizens showed rejection of Syahrini's physical appearance which was considered unsuitable as a Skincare Brand Ambassador because of her unnatural face and age so it did not reflect the products offered.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44220010269 |
| Uncontrolled Keywords: | Opini publik, Brand Ambassador, Instagram Public opinion, Brand Ambassador, Instagram |
| Subjects: | 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 |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | ANISA DESI SAFITRI |
| Date Deposited: | 20 Mar 2024 06:14 |
| Last Modified: | 20 Mar 2024 06:14 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/87324 |
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