PENERAPAN PERSONAL BRANDING RISMONICA FEBIANSYA SEBAGAI MOJANG KOTA BOGOR MELALUI MEDIA SOSIAL INSTAGRAM @MONICANYAA

HIDAYAT, CINDY ANGELIA (2023) PENERAPAN PERSONAL BRANDING RISMONICA FEBIANSYA SEBAGAI MOJANG KOTA BOGOR MELALUI MEDIA SOSIAL INSTAGRAM @MONICANYAA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Personal branding is the process of creating, attracting and maintaining public awareness of aspects of a person such as skills, achievements, personality or values that have been set, intentionally or unintentionally intended to present a positive image so that he remains trustworthy and loyal, which can be used as a marketing tool. Theoretical studies in this study are Communication, Public Relations, Personal Branding, Branding, Social Media, Instagram, Privacy Management Theory. This study uses a post-positivism paradigm with a qualitative approach through descriptive methods. The research subjects consisted of 5 informants, one of whom was the object of research. Data collection techniques include primary data in the form of in-depth interviews and observations, secondary data in the form of literature. Data analysis techniques use Data Reduction, Data Presentation and Conclusion Drawing, and Data Validity Techniques use Data Source Triangulation. The results of the study show that the personal branding formed by Rismonica Febiansya is in accordance with the eight concepts of personal branding theory put forward by Montoya. The results of the analysis carried out by personal branding researchers that were formed came from the content and character of the Instagram account belonging to @monicanyaa as a program celeb and Mojang City finalist in Bogor so that various different arguments were obtained from each informant. Keywords : Personal Branding, Audience, Social Media, Instagram, Influencer, Mojang Personal branding adalah proses menciptakan, menarik, dan mempertahankan kesadaran publik mengenai aspek-aspek seseorang seperti keterampilan, prestasi, kepribadian, atau nilai-nilai yang telah ditetapkan, sengaja atau tidak sengaja dimaksudkan untuk menghadirkan citra positif agar dia tetap dapat dipercaya dan setia, yang dapat dapat digunakan sebagai alat pemasaran. Tinjauan pustaka terdiri dari lima penelitian terdahulu. Kajian teoritis dalam penelitian ini adalah Komunikasi, Public Relations, Personal Branding, Branding, Media Sosial, Instagram, Teori Manajemen Privasi. Penelitian ini menggunakan paradigma post-positivisme dengan pendekatan kualitatif melalui metode deskriptif. Adapun subjek penelitian terdiri 5 informan yang salah satunya merupakan objek penelitian. Teknik pengumpulan data meliputi data primer berupa wawancara mendalam dan observasi, data sekunder berupa tinjauan literatur. Teknik analisis data menggunakan Reduksi Data, Penyajian Data dan Penarikan Kesimpulan, dan Teknik Keabsahan Data menggunakan Triangulasi Sumber Data. Hasil penelitian menunjukan bahwa personal branding yang dibentuk oleh Rismonica Febiansya sudah sesuai dengan delapan konsep teori personal branding yang dikemukakan oleh Montoya. Hasil dari analisa yang dilakukan oleh peneliti personal branding yang terbentuk berasal dari konten dan karakter akun instagram milik @monicanyaa sebagai selebgram sekaligus finalis Mojang Kota Bogor sehingga mendapatkan berbagai argumen yang berbeda dari masing-masing informan. Kata Kunci : Personal Branding, Audiens, Media Sosial, Instagram, Selebgram, Mojang

Item Type: Thesis (S1)
Call Number CD: FK/PR. 23 022
Call Number: SK/42/23/028
NIM/NIDN Creators: 44219010018
Uncontrolled Keywords: Personal Branding, Audiens, Media Sosial, Instagram, Selebgram, Mojang
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 650.1-650.9 Standard Subdivisions of Management, Public Relations, Business and Auxiliary Service/Subdivisi Standar Dari Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: MILA RISKA
Date Deposited: 05 May 2023 02:46
Last Modified: 05 May 2023 02:46
URI: http://repository.mercubuana.ac.id/id/eprint/75591

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