PENERAPAN STRATEGI KOMUNIKASI DAN SELF PRESENTATION OLEH NON-SELEBRITAS DALAM MEMBANGUN PERSONAL BRANDING (Studi Kasus Pada Lulusan SMK Telkom Purwokerto)

SAFITRI, DIANA AMELIA (2025) PENERAPAN STRATEGI KOMUNIKASI DAN SELF PRESENTATION OLEH NON-SELEBRITAS DALAM MEMBANGUN PERSONAL BRANDING (Studi Kasus Pada Lulusan SMK Telkom Purwokerto). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Personal branding is the process of shaping one’s image and identity to be presented to the public, particularly through social media platforms like Instagram. This research aims to comprehensively examine and elaborate on the strategies employed in utilizing Instagram for personal branding, specifically among graduates of SMK Telkom Purwokerto. This research employs a qualitative method with a case study approach and follows a constructivist paradigm. The study sample consists of four SMK Telkom Purwokerto graduates with active Instagram accounts: @han.lhl, @sabil_azza, @shintagyanrini, and @anikaputriii. The sampling technique used is purposive sampling. Data were collected through in-depth interviews, observation, literature study, and documentation. This study employs Communication Strategy theory by Effendy and SelfPresentation theory by Goffman. The findings reveal that the informants build their personal branding through strategic steps: identifying themselves as communicators, analyzing their target audience, composing impactful messages, choosing suitable media, and evaluating communication effects. They leverage Instagram features effectively and create content that reflects their skills and values. In terms of self-presentation, they manage their digital appearance through consistent performance, controlled setting, and strong visual elements. These strategies create an authentic and positive impression in the eyes of their audience. Keywords: Instagram, Personal Branding, Communication Strategy, SelfPresentation, Social Media Personal branding adalah proses membentuk citra dan identitas diri yang ingin ditampilkan kepada publik, terutama melalui media sosial seperti Instagram. Penelitian ini bertujuan untuk untuk memahami dan menguraikan strategi di balik penggunaan Instagram untuk membangun personal branding, khususnya pada lulusan SMK Telkom Purwokerto. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus serta paradigma konstruktivis. Sampel penelitian terdiri dari empat lulusan SMK Telkom Purwokerto yang memiliki akun Instagram aktif, yaitu @han.lhl, @sabil_azza, @shintagyanrini, dan @anikaputriii. Data dikumpulkan melalui wawancara mendalam, observasi, studi pustaka, dan dokumentasi. Teori yang digunakan dalam penelitian ini adalah Strategi Komunikasi oleh Effendy dan Self-Presentation oleh Goffman. Hasil penelitian menunjukkan bahwa narasumber membangun personal branding melalui langkah strategis: penetapan komunikator, analisis audiens, penyusunan pesan, pemilihan media, serta evaluasi efek komunikasi. Mereka memanfaatkan fitur Instagram secara optimal dan menyusun konten yang selaras dengan keahlian dan nilai yang ingin ditonjolkan. Dari sisi self-presentation, mereka mengontrol penampilan digital dengan memperhatikan performa, pengaturan panggung, serta elemen visual konten. Strategi ini membantu menciptakan kesan yang autentik dan positif di mata audiens. Kata kunci: Instagram, Personal Branding, Strategi Komunikasi, Self-Presentation, Media Sosial

Item Type:	Thesis (S1)
Call Number CD:	FK/PR. 25 101
NIM/NIDN Creators:	44221110042
Uncontrolled Keywords:	Instagram, Personal Branding, Strategi Komunikasi, Self-Presentation, Media Sosial
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 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi) 700 Arts/Seni, Seni Rupa, Kesenian > 790 Recreational and Performing Arts/Olah Raga dan Seni Pertunjukan > 792 Stage Presentation, Theater/Seni Pertunjukan Panggung, Teater 700 Arts/Seni, Seni Rupa, Kesenian > 790 Recreational and Performing Arts/Olah Raga dan Seni Pertunjukan > 794 Indoor Games of Skill/Permainan Ketangkasan dalam Ruangan > 794.1 Chess/Catur > 794.12 Strategy and Tactics/Strategi
Divisions:	Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User:	khalimah
Date Deposited:	14 May 2025 06:21
Last Modified:	14 May 2025 06:21
URI:	http://repository.mercubuana.ac.id/id/eprint/95481

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