SIDIQ, ANISHA ROSIANA (2025) PENGARUH PENGGUNAAN MEDIA SOSIAL TIKTOK TERHADAP PERSONAL BRANDING PASANGAN SHASA ZHANIA GIO KEPADA PENGGUNA TIKTOK (Survei Kepada Followers Akun TikTok @jaiiibruh). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the effect of using TikTok social media on the formation of personal branding for Shasa Zhania and Gio among TikTok users. Currently TikTok is not just an entertaining application but also a medium to shape our personal branding which will be assessed by a wide audience. Based on the uses and effects theory, social media users will receive the effects of media exposure. This research uses the concept of using social media according to Chrish Heur, among others; communication, connection, context and collaboration. And also uses the concept of Peter Montoya's personal branding. The paradigm in this research is positivistic where the data measured is in the form of numbers and structured. This research uses quantitative methods with a descriptive approach. Respondents in this study were followers of the TikTok @jaiiibruh account with a sample size of 204 respondents selected using non-probability sampling techniques with purposive sampling method. Data was collected through an online questionnaire and processed using SPSS Version 25. The results of this study indicate that the use of TikTok social media has an influence of 52.8% on the personal branding of Shasa Zhania and Gio. The most dominant indicator that influences is Specialization, this factor plays a significant role in personal branding assessment. As well as the results of hypothesis testing which can be concluded that t count is greater than t table, HO is rejected and HA is accepted, which means that there is a significant relationship between the use of social media and personal branding. Key Words : TikTok, Personal Branding, Shasa Zhania Gio, Use of TikTok Penelitian ini bertujuan untuk menganalisis pengaruh penggunaan media sosial TikTok terhadap pembentukan personal branding pasangan Shasa Zhania dan Gio di kalangan pengguna TikTok. Saat ini TikTok bukan sekedar untuk aplikasi menghibur tapi juga menjadi media untuk membentuk personal branding kita yang akan dinilai khalayak luas. Berdasarkan teori uses and effects, pengguna media sosial akan menerima efek dari terpaan media itu. Penelitian ini menggunakan konsep penggunaan media sosial menurut Chrish Heur antara lain; communication, connection, context dan collaboration. Dan juga menggunakan konsep 8 personal branding Peter Montoya. Paradigma pada penelitian ini adalah positivistik yang mana data yang diukur berupa angka dan terstukrut. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif. Responden dalam penelitian ini adalah followers akun TikTok @jaiiibruh dengan jumlah sampel sebanyak 204 responden yang dipilih menggunakna teknik non-probability sampling dengan metode purposive sampling. Data dikumpulkan melalui kuesioner online dan di olah menggunakan SPSS Versi 25. Hasil penelitian ini menunjukkan bahwa penggunaan media sosial TikTok memiliki pengaruh sebesar 52,8% terhadap personal branding Shasa Zhania dan Gio. Indikator paling dominan yang mempengaruhi adalah Spesialisasi, faktor ini berperan signifikasi dalam penilaian personal branding. Serta hasil uji hipotesis yang dapat disimpulkan bahwa t hitung lebih besar dari t table maka ho ditolak dan ha diterima yang artinya adanya hubungan yang signifikan antara penggunaan media sosial dan personal branding. Kata Kunci : TikTok, Personal Branding, Shasa Zhania Gio, Pengguna TikTok
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FK/PR. 25 106 |
| NIM/NIDN Creators: | 44221010019 |
| Uncontrolled Keywords: | TikTok, Personal Branding, Shasa Zhania Gio, Pengguna TikTok |
| 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: | 31 May 2025 07:11 |
| Last Modified: | 31 May 2025 07:11 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/95680 |
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