ANALISIS RESEPSI KHALAYAK TERHADAP PERSONAL BRANDING INFLUENCER SHASA TAQIYYA ZHANIA MELALUI AKUN MEDIA SOSIAL INSTAGRAM @SHAZHANIAA

ZAMAYA, NUR SALIMA (2026) ANALISIS RESEPSI KHALAYAK TERHADAP PERSONAL BRANDING INFLUENCER SHASA TAQIYYA ZHANIA MELALUI AKUN MEDIA SOSIAL INSTAGRAM @SHAZHANIAA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Personal branding is a communication strategy used by individuals to construct a consistent and meaningful self-image in the public sphere. In the context of social media, personal branding is not only expressed through visuals and narratives but is also shaped by audience interaction and responses. Instagram has become one of the primary platforms in this process, as it enables visual, personal, and continuous message delivery. Shasa Taqiyya Zhania was selected as the research subject due to her consistency in building personal branding through her Instagram account, @shazhaniaa. She presents a simple, aesthetic, and authentic self-image, which is reflected in her visual style, content selection, and recurring communication patterns that are easily recognized by the audience. This consistency has enabled Shasa to develop a strong personal branding identity, making her a relevant subject for academic analysis. This study employs a qualitative approach using Stuart Hall’s reception analysis method within a constructivist paradigm. Data were collected through indepth interviews with eight informants who are active Instagram users and regularly view content from @shazhaniaa. Source triangulation was applied to ensure data validity. Overall, the findings indicate that audience reception of Shasa Taqiyya Zhania’s personal branding messages varies. Informants interpret the factors shaping her personal branding differently, resulting in two dominant reception positions: the Dominant-Hegemonic Position and the Negotiated Position. Some informants partially rejected certain meanings and constructed interpretations based on their own perspectives and beliefs. This study did not find any informants who occupied the Oppositional Position. Keywords: Reception Analysis, Personal Branding, Social Media, Audience Personal branding merupakan strategi komunikasi yang digunakan individu untuk membangun citra diri yang konsisten dan bermakna di hadapan publik. Dalam konteks media sosial, personal branding tidak hanya ditampilkan melalui visual dan narasi, tetapi juga dibentuk melalui interaksi dan respons khalayak. Instagram menjadi salah satu platform utama dalam proses ini karena memungkinkan penyampaian pesan secara visual, personal, dan berkelanjutan. Shasa Taqiyya Zhania dipilih sebagai subjek penelitian karena konsistensinya dalam membangun personal branding melalui akun Instagram @shazhaniaa. Ia menampilkan citra diri yang sederhana, estetik, dan autentik, yang tercermin dari gaya visual, pemilihan konten, serta pola komunikasi yang berulang dan mudah dikenali oleh khalayak. Konsistensi tersebut menjadikan Shasa memiliki identitas personal branding yang kuat dan relevan untuk dikaji. Penelitian ini menggunakan pendekatan kualitatif dengan metode analisis resepsi Stuart Hall dan paradigma kontruktivisme. Penelitian ini menggunakan wawancara mendalam dengan delapan informan yang aktif menggunakan Instagram dan melihat melihat postingan @shazhaniaa. Trigulasi sumber digunakan untuk memastikan keabsahan data. Secara keseluruhan penelitian ini menunjukkan bahwa resepsi khalayak terhadap pesan personal branding Shasa Taqiyya Zhania yang bervariasi. Informan memaknai berbagai faktor pembentukan personal branding Shasa Taqiyya Zhania, informan terdapat dua posisi yaitu Dominant Hegemonic Position dan Negotiated Position. Serta terdapat yang menolak makna dan memberi makna berdasarkan pandangan dan keyakinannya. Pada penelitian ini tidak ditemuka informan pada Oppositional Position. Kata Kunci : Analisis Resepsi, Personal Branding, Media Sosial, khalyak

Item Type:	Thesis (S1)
NIM/NIDN Creators:	44222010130
Uncontrolled Keywords:	Analisis Resepsi, Personal Branding, Media Sosial, khalyak
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 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 154 Subconscious and Altered States and Process/Psikologi Bawah Sadar > 154.6 Sleep Phenomena/Fenomena Tidur > 154.63 Dreams/Mimpi > 154.634 Analysis/Analisis 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
Divisions:	Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User:	khalimah
Date Deposited:	22 Jan 2026 07:57
Last Modified:	22 Jan 2026 07:57
URI:	http://repository.mercubuana.ac.id/id/eprint/100709

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