LEGOWO, RATU GIOVANNI (2019) PERSONAL BRANDING DEDDY CORBUZIER DALAM MEMBENTUK CITRA DIRI MELALUI MEDIA SOSIAL INSTAGRAM. S1 thesis, Universitas Mercu Buana.
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Abstract
Instagram is one of the right media to be a public tool in forming personal branding. For certain people personal branding is very important to show and form a self-image to audiences with various purposes. Can be for well-known purposes, to be considered good, smart, and so on can be demonstrated through Instagram media. This research was conducted to find out the meaning of nonverbal in the form of photos uploaded by Deddy Corbuzier on his Instagram social media. This study uses a qualitative approach and descriptive research type. The research method used was semiotic analysis by Ferdinand de Saussure. The results of this study discuss Deddy Corbuzier's Personal Branding in shaping selfimage through social media Instagram, how Deddy Corbuzier builds a brand image to form a positive self-image, thus researchers are able to obtain a picture of building a positive image on social media. The conclusion is that personal branding that was built by Deddy Corbuzier on his social media Instagram is in accordance with existing theories, namely Value, Behavior, Appearance and Authentic. Keywords: Personal Branding, Self-Image, Social Media Instagram merupakan salah satu media yang tepat untuk menjadi sarana public dalam membentuk personal branding. Bagi orang – orang tertentu personal branding sangat penting untuk menunjukkan dan membentuk citra diri kepada khalayak dengan berbagai macam tujuan. Bisa untuk tujuan terkenal, agar dianggap baik, pintar, dan sebagainya bisa diperlihatkan melalui media instagram. Penelitian ini dilakukan untuk mengetahui makna nonverbal berupa foto yang diunggah oleh Deddy Corbuzier di media social Instagramnya. Penelitian ini menggunakan pendekatan kualitatif dan tipe penelitian deskriptif. Metode penelitian yang digunakan adalah analisis semiotika oleh Ferdinand de Saussure. Hasil penelitian ini membahas mengenai Personal Branding Deddy Corbuzier dalam membentuk citra diri melalui media social Instagram, bagaimana Deddy Corbuzier membangun brand image agar terbentuk citra diri yang positif, dengan demikian peneliti mampu memperoleh gambaran mengenai membangun citra yang positif di media social. Kesimpulannya bahwa personal branding yang dibangun oleh Deddy Corbuzier di media social instagramnya sudah sesuai dengan teori-teori yang ada, yakni Nilai, Perilaku, Penampilan dan Otentiknya. Kata Kunci: Personal Branding, Citra Diri, Media Sosial
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