PUTRI, NADYA NURUL AMANDA (2024) IMPLEMENTASI KONSEP PERSONAL BRANDING SELEBGRAM MELALUI MEDIA SOSIAL INSTAGRAM DALAM ENDORSEMENT (STUDI AKUN INSTAGRAM @ZAKYAULL). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Zaky Aulia Amini, as one of the Instagram celebrities who has succeeded in building personal branding on her social media, namely Instagram. His Instagram account has its own uniqueness which differentiates it from other accounts, but can also attract other people to see and follow the Instagram account. The aim of this research is to find out and describe how Zaky Aulia Amini's Personal Branding Concept is implemented through the social media platform Instagram, with a focus on the Instagram account @zakyaull. Zaky Aulia Amini is an Instagram celebrity who promotes endorsement products to her followers. The data collection method was carried out in depth with the main source Zaky Aulia Amini and several informants who were Zaky's followers on Instagram. This research uses a qualitative descriptive method using 8 personal branding concepts proposed by Montoya. Based on research carried out, the results obtained by Zaky Aulia Amini fulfill 8 Personal Branding concepts. From the data obtained in this research, there are 3 main criteria used by Zaky Aulia Amini to build Personal Branding on her Instagram account, namely visibility, persistence, goodwill. Keywords : Personal Branding, Celebrity, Instagram, Endorsement Zaky Aulia Amini, sebagai salah satu selebritis instagram yang berhasil membangun personal branding di sosial medianya yaitu Instagram. Akun Instagram yang dimilikinya memiliki keunikan tersendiri yang menjadi pembeda dengan akun lainnya, tetapi juga dapat memikat orang lain untuk melihat dan mengikuti akun Instagram tersebut. Tujuan penelitian ini ingin mengetahui dan mendeskripsikan bagaimana Implementasi Konsep Personal Branding Zaky Aulia Amini melalu platform media sosial Instagram, dengan fokus pada akun Instagram @zakyaull. Zaky Aulia Amini ialah seorang selebritis instagram yang melakukan promosi sebuah produk-produk endorsement kepada followersnya. Metode pengumpulan data dilakukan mendalam dengan narasumber utama Zaky Aulia Amini dan beberapa informan yang merupakan followers Zaky di Instagram. Penelitian ini menggunakan metode deskriptif kualitatif dengan menggunakan 8 konsep personal branding yang dikemukakan oleh Montoya. Berdasarkan penelitian yang dilaksanakan hasil yang diperoleh Zaky Aulia Amini memenuhi 8 konsep Personal Branding. Dari data yang didapat dalam penelitian ini, ada 3 kriteria utama yang dilakukan oleh Zaky Aulia Amini membangun Personal Branding di akun Instagramnya yaitu visibility, persistence, goodwill. Kata Kunci : Personal Branding, Selebgram, Instagram, Endorsement
| Item Type: | Thesis (S1) |
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| Call Number CD: | FK/PR. 24 124 |
| NIM/NIDN Creators: | 44220010038 |
| Uncontrolled Keywords: | Personal Branding, Selebgram, Instagram, Endorsement |
| 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 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | khalimah |
| Date Deposited: | 05 Jul 2024 06:46 |
| Last Modified: | 05 Jul 2024 06:46 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/89375 |
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