PENGARUH KOMUNKASI NON VERBAL TERHADAP PERSONAL BRANDING MAHASISWA FAKULTAS KOMUNIKASI UNIVERSITAS MERCU BUANA

SUDARWANTO, SUDARWANTO (2021) PENGARUH KOMUNKASI NON VERBAL TERHADAP PERSONAL BRANDING MAHASISWA FAKULTAS KOMUNIKASI UNIVERSITAS MERCU BUANA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Nonverbal communication is communication that is conveyed through certain symbols and movements in the surrounding environment. One example of nonverbal communication is personal branding. Personal branding is very unique in research because it examines how much influence Non Verbal Communication has on students of the Faculty of Communication at Mercubuana University. This study aims to test empirically the large effect of Non-Verbal Communication on Personal Branding of Students of the Faculty of Communication, University of Mercu Buana. This analysis uses an independent variable is Personal Branding. The dependent variable is Personal Branding. The sample of this research is students of the Faculty Communication Public Relations and Broadcasting Study Program who studied at the University Mercubuana. The sample was carried out by using the startified random sampling method. The data was collected by using a questionnaire distributed directly to students as many as 87 questionnaires. The statistical method uses simple Linear Regression Analysis, with hypothesis testing T statistical tests and F statistical tests. The results of this study indicate that nonverbal communication has a significant positive effect on personal branding as a process of shaping the perception of society or an environment on aspects owned by a person or individual. Keywords: Nonverbal Communication, Personal Branding, Mercubuana University, Students Komunikasi nonverbal merupakan komunikasi yang disampaikan melauli simbol dan gerakan tertentu pada lingkungan sekitar. Salah satu contoh komunikasi nonverbal adalah personal branding. Personal branding sangat unik diteliti karena mengkaji seberapa besar pengaruh Komunikasi Non Verbal pada mahasiswa fakultas komunikasi Universitas Mercubuana. Penelitian ini bertujuan untuk menguji secara empiris pengaruh besar Pengaruh Komunkasi Non Verbal Terhadap personal Branding Mahasiswa Fakultas Komunikasi Universitas Mercu buana. Analisis ini menggunakan variabel independen yaitu Personal Branding. Variabel dependennya adalah Personal Branding. Sampel penelitian ini adalah mahasiswa Fakulatas Komunikasi Program studi Public Relations dan Broadcasting yang menempuh pendidikan pada Universitas Mercu buana. Sampel dilakukan dengan metode startified random Sampling. Pengumpulan data dilakukan dengan kuesioner disebarkan langsung ke mahasiswa sebanyak 87 kuesioner. Metode statistik menggunakan Analisis Regresi Linear sederhana, dengan pengujian hipotesis uji statistik T dan uji statistik F. Hasil penelitian ini menunjukkan bahwa komunikasi nonverbal secara signifikan positif mempengaruhi personal branding sebagai suatu proses membentuk persepsi masyarakat atau suatu lingkungan terhadap aspek-aspek yang dimiliki oleh seseorang atau individu. Kata kunci: Komunikasi Nonverbal, Personal Branding, Universitas Mercu buana, Mahasiswa

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