"PERSONAL BRANDING TYPIFICATION OF GENERATION Z IN INDONESIA BASED ON SOCIAL MEDIA"

REMBULAN, CHIKA AINUR (2023) "PERSONAL BRANDING TYPIFICATION OF GENERATION Z IN INDONESIA BASED ON SOCIAL MEDIA". S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research explores the personal branding of Generation Z in Indonesia based on the characteristics of social media. Generation Z is a group that grew up in an era of fast-paced digital technology, where social media plays a central role in shaping their self-image. The purpose of this study is to understand how Generation Z uses the characteristics of social media in building and managing their personal branding. The research method used is qualitative by collecting data through indepth interviews with five key informants representing various characteristics of Generation Z. The results of this study indicate that Generation Z integrates the characteristics of social media, such as a visual approach, multitasking, and entrepreneurship, in their personal branding strategy. They tend to utilize social media platforms to build an authentic and inclusive personal image, and engage in social activism and self-development. The impact of these social media characteristics also informs how they choose the appropriate platform and customize the content they produce. Keywords : Generation Z, Personal Branding, Social Media, Typification, Branding Strategy Penelitian ini mengeksplorasi tipikasi personal branding Generasi Z di Indonesia berdasarkan karakteristik media sosial. Generasi Z adalah kelompok yang tumbuh dalam era teknologi digital yang berkembang pesat, di mana media sosial memainkan peran sentral dalam membentuk citra diri mereka. Tujuan dari penelitian ini adalah untuk memahami bagaimana Generasi Z menggunakan karakteristik media sosial dalam membangun dan mengelola personal branding mereka. Metode penelitian yang digunakan adalah kualitatif dengan mengumpulkan data melalui wawancara mendalam dengan lima key informan yang mewakili berbagai karakteristik Generasi Z. Hasil penelitian ini menunjukkan bahwa Generasi Z mengintegrasikan karakteristik media sosial, seperti pendekatan visual, multitasking, dan kewirausahaan, dalam strategi personal branding mereka. Mereka cenderung memanfaatkan platform media sosial untuk membangun citra pribadi yang autentik dan inklusif, serta terlibat dalam aktivisme sosial dan pengembangan diri. Dampak dari karakteristik media sosial ini juga menginformasikan tentang cara mereka memilih platform yang sesuai dan menyesuaikan konten yang mereka hasilkan. Kata kunci: Generasi Z, personal branding, media sosial, karakteristik, strategi branding. Kata Kunci : Generazi Z, Personal Branding, Media Sosial, Strategi Branding

Item Type:	Thesis (S1)
Call Number CD:	FK/PR. 23 134
Call Number:	SK/42/23/080
NIM/NIDN Creators:	44219110132
Uncontrolled Keywords:	Generazi Z, Personal Branding, Media Sosial, Strategi Branding
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 > 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 > 659.2 Public Relations/Hubungan Masyarakat
Divisions:	Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User:	ADELINA HASNA SETIAWATI
Date Deposited:	18 Oct 2023 06:54
Last Modified:	18 Oct 2023 06:54
URI:	http://repository.mercubuana.ac.id/id/eprint/81671

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