STRATEGI MEMBENTUK PERSONAL BRANDING DI INSTAGRAM (Studi deskriptif kualitatif personal branding influencer Jonathan End)

PUTRI, LUTHFI PANCA OKTAVIA (2020) STRATEGI MEMBENTUK PERSONAL BRANDING DI INSTAGRAM (Studi deskriptif kualitatif personal branding influencer Jonathan End). S1 thesis, Universitas Mercu Buana.

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Abstract

Instagram social media has now become an alternative media in the field of marketing and promotion. Personally, personally, you can do business through Instagram. Currently, influencers are becoming a trend among Instagram users in Indonesia. Being an influencer must be unique to be different from other influencers. In building it, it takes good personal branding to be able to survive on Instagram. Jonathan End with an Instagram account @ Jonathanend popularized the birth of a new profession. Personal branding by Jonathan End is able to invite many followers to Instagram account @ Jonathanend. This type of research uses descriptive qualitative methods with qualitative data analysis techniques. This study uses a post positivistic research paradigm. Data collection techniques using primary data through interviews, observations and secondary data in the form of documents and archives sourced from books that are relevant to the research topic. The results of this study indicate that the strength of Jonathan End's personal branding is influenced by his personal branding strategy so that he succeeds in building an image as an influencer providing "paid vent" services Keywords: personal branding strategy, personal brand, Self Concept, Communication Strategy, Influencer, Instagram Media sosial Instagram saat ini telah menjadi media alternatif dalam bidang pemasaran maupun promosi. Secara personal, pribadi dapat melakukan bisnis melalui Instagram. Saat ini, influencer sedang menjadi tren di kalangan pengguna Instagram di Indonesia. Menjadi seorang influencer harus memiliki keunikan tersendiri untuk dapat berbeda dengan influencer lainnya. Dalam membangunnya, dibutuhkan personal branding yang baik untuk dapat bertahan dalam di Instagram. Jonathan End dengan akun Instagram @Jonathanend mempopulerkan lahirnya profesi baru. Personal branding yang dilakukan Jonathan End mempu mengundang banyak pengikut atau followers pada akun Instagram @Jonathanend. Jenis penelitian yang digunakan menggunakan metode deskriptif kualitatfi dengan teknik analisis data kualitatif. Penelitian ini menggunakan paradigma penelitian postpositivistik. Teknik pengumpulan data menggunakan data primer melalui wawancara, observasi dan data sekunder dalam bentuk dokumen dan arsip yang bersumber dari buku-buku yang relevan dengan topik penelitian. Hasil penelitian ini menunjukan jika kekuatan personal branding Jonathan End dipengaruhi oleh strategi personal branding yang dilakukannya sehingga berhasil membangun image sebagai influencer yang menyediakan layanan “curhat berbayar” Kata Kunci : strategi personal branding, personal brand, Konsep Diri, Strategi Komunikasi, influencer, Instagram

Item Type: Thesis (S1)
Call Number CD: FK/PKP. 20 026
Call Number: SK/43/22/012
NIM/NIDN Creators: 44317120011
Uncontrolled Keywords: strategi personal branding, personal brand, Konsep Diri, Strategi Komunikasi, influencer, Instagram
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 > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
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 > Periklanan dan Komunikasi pemasaran
Depositing User: Dede Muksin Lubis
Date Deposited: 25 May 2022 04:34
Last Modified: 10 Feb 2023 08:12
URI: http://repository.mercubuana.ac.id/id/eprint/61818

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