SUBIYANTO, NABILAH CHOIRUNNISA (2020) ANALISIS STRATEGI PERSONAL BRANDING SELEBRITI INSTAGRAM PECINTA K-POP TIFFANI AFIFA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Tiffani Afifa is one of K-POP Instagram celebrities who actively provides content about K-POP culture. Technology that is increasingly developing makes it easier for someone to be able to relate easily through social media. With the rise of cultural acculturation that comes in, the need for Korean cultural information is needed. This has caused the desire of K-POP fans to have an inspirational figure, the Instagram K-POP celebrity. An Instagram celebrity has their own ways to develop their personal branding process. This research aims to find out and explain how personal branding strategies for Instagram celebrity KPOP lovers Tiffani Afifa. The theory used is personal branding theory and personal branding concepts that illustrate how the personal branding process carried out by Tiffani Afifa through social media Instagram is supported by communication theory, public relations, new media and also Instagram. The research method used is the post positivism paradigm with a qualitative descriptive approach Data collection techniques using interviews and observing social media Instagram Tiffani Afifa. The data validity technique used is triangulais source by comparing the results of interviews obtained. Based on the results of research conducted by Tiffani Afifa, do good communication with followers and get positive feedback. In the process of forming personal branding, Tiffani Afifa falls into the four categories of roles of a public relations and manages to foster a positive image. Tiffani Afifa does not have a specific strategy in selecting how the brand he will develop. Tiffani Afifa has also successfully developed her personal branding based on her eight personal branding concepts including specialization, leadership, personality, differences, appearance, unity, determination and good intentions. She also uses Instagram features well. Keyword : Strategy, Personal Branding, Social Media, Instagram Tiffani Afifa adalah salah satu Selebriti Instagram K-POP yang aktif memberikan konten tentang budaya K-POP. Teknologi yang semakin berkembang memudahkan seseorang untuk dapat berhubungan dengan mudah melalui media sosial. Dengan maraknya akulturasi budaya yang masuk, kebutuhan akan informasi budaya Korea sangatlah dibutuhkan. Hal ini menyebabkan keinginan para penggemar K-POP untuk memiliki sosok inspiratif yaitu selebriti Instagram K-POP. Seorang Selebriti Instagram memiliki cara masing – masing untuk mengembangkan proses personal branding nya. Penelitin ini bertujuan untuk mengetahui dan menjelaskan bagaimana strategi personal branding selebriti instagram pecinta KPOP Tiffani Afifa. Teori yang digunakan yaitu teori personal branding dan konsep – konsep personal branding yang menggambarkan bagaimana proses personal branding yang dilakukan oleh Tiffani Afifa melalui media sosial Instagram didukung dengan teori komunikasi, public relations, new media dan juga Instagram. Metode penelitian yang digunakan yaitu paradigma post positivisme dengan pendekatan kualitatif deskriptif .Teknik Pengumpulan data menggunakan wawancara dan melakukan observasi media sosial Instagram Tiffani Afifa. Teknik keabsahan data yang digunakan yaitu triangulais sumber dengan membandingkan hasil wawancara yang didapat. Berdasarkan hasil penelitian yang dilakukan adalah Tiffani Afifa melakukan komunikasi yang baik dengan followers dan mendapatkan feedback positif. Dalam proses pembentukan personal branding, Tiffani Afifa termasuk kedalam empat kategori peran seorang public relations dan berhasil menumbuhkan citra yang positif. Tiffani Afifa tidak memiliki strategi khusus dalam menyeleksi bagaimana brand yang akan ia kembangkan. Tiffani Afifa juga berhasil mengembangkan personal branding nya berdasarkan dengan delapan konsep personal branding nya itu sendiri meliputi spesialisasi, kepemimpinan, kepribadian, perbedaan, kenampakan, kesatuan, keteguhan dan maksud baik Ia juga menggunakan fitur – fitur Instagram dengan baik.
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