AMANDA, RISKA (2023) PEMAKNAAN FOLLOWERS PADA PERSONAL BRANDING BENJAMIN MASTER ADHISURYA DALAM AKUN TIKTOK @IBEN_MA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
TikTok social media can be used as a medium for forming a personal brand. One of the people who use social media as the formation of personal branding is Benjamin Master Adhisurya. The focus of this research is how followers receive (dominant position, negotiation, and opposition) to Benjamin Master Adhisurya's personal branding in Iben_Ma's TikTok content in the period November 2022 to January 2023. The purpose of this research is to find out the views of followers on personal branding carried out by Benjamin Master Adhisurya in content on the TikTok account @Iben_Ma in the period from November 2022 to January 2023. The paradigm used is the constructivism paradigm. This research method uses a descriptive qualitative approach with the Reception Analysis method. Data collection techniques in this study were FDG (Focus Group Discussion) and literature study. The data validation technique in this study is source triangulation. In this study, researchers used eight personal branding concepts put forward by Peter Montoya, namely specialization, leadership, personality, difference, appearance, unity, firmness and reputation. The researcher also uses reception analysis theory from Stuart Hall covering dominant hegemonic positions, negotiations, and oppositions. The results of this study indicate that informants accept Benjamin Master Adhisurya's personal branding by saying that Benjamin Master Adhisurya is skilled at appreciating other people's ideas, can speak foreign languages and is one of the 50 content creators worldwide in The Discover List TikTok event 2022. So that there are four out of seven Consistent informants are in a dominant position and two informants are in a negotiating position towards the concept of unity and good name, and one informant is in an oppositional position to the concept of unity Keywords: Personal Branding, Reception Analysis, Iben, Tiktok Media sosial TikTok dapat digunakan sebagai media pembentuk personal brand. Salah satu orang yang memanfaatkan media sosial sebagai pembentukan personal branding ialah Benjamin Master Adhisurya. Fokus penelitian ini adalah Bagaimana resepsi followers (posisi dominan, negosiasi, dan oposisi) terhadap personal branding Benjamin Master Adhisurya dalam konten TikTok Iben_Ma pada periode November 2022 hingga Januari 2023. Tujuan penelitian untuk mengetahui pandangan followers terhadap personal branding yang dilakukan oleh Benjamin Master Adhisurya dalam konten di akun TikTok @Iben_Ma pada periode periode November 2022 hingga Januari 2023. Paradigma yang digunakan yaitu paradigma konstruktivisme. Metode penelitian ini menggunakan pendekatan kualitatif deskriptif dengan metode Analisis Resepsi. Teknik pengumpulan data pada penelitian ini yaitu FDG (Focus Group Discussion) dan studi pustaka. Teknik keabsahan data pada penelitian ini yaitu Triangulasi sumber. Dalam penelitian ini peneliti menggunakan delapan konsep personal branding yang dikemukakan oleh Peter Montoya yaitu spesialisasi, kepemimpinan, kepribadian, perbedaan, kenampakan, kesatuan, keteguhan dan nama baik. Peneliti juga menggunakan teori analisis resepsi dari Stuart Hall meliputi posisi dominant hegemonic, negosiasi, dan oposisi. Hasil penelitian ini menunjukan bahwa informan menerima personal branding Benjamin Master Adhisurya dengan mengatakan bahwa Benjamin Master Adhisurya terampil dalam menghargai ide orang lain, dapat berbahasa asing dan merupakan salah satu dari 50 content creator sedunia dalam ajang The Discover List TikTok 2022. Sehingga terdapat empat dari tujuh informan konsisten berada pada posisi dominan dan dua informan berada pada posisi negosiasi terhadap konsep kesatuan dan nama baik, serta satu informan posisi oposisi terhadap konsep kesatuan Kata Kunci : Personal Branding, Analisis Resepsi, Iben, Tiktok
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FK/PR. 23 019 |
| NIM/NIDN Creators: | 44219010033 |
| Uncontrolled Keywords: | Personal Branding, Analisis Resepsi, Iben, Tiktok |
| Subjects: | 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: | ADELINA HASNA SETIAWATI |
| Date Deposited: | 14 Apr 2023 02:14 |
| Last Modified: | 14 Apr 2023 02:14 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/76482 |
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