MOLEN, EMIL MARIO ROSSANDO VAN DER (2024) IMPLEMENTASI KAMPANYE SELF LOVE DALAM MEMBANGUN PERILAKU MENCINTAI DIRI SENDIRI (SELF LOVE) OLEH SOCIAL MEDIA INFLUENCER GILANG SAMIADJI. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
In the midst of the widespread use of TikTok social media today among millennials, it turns out that there are still quite a number of netizens who give negative ratings to influencers because they have unique and different characters in general. Netizens do not appreciate the differences and instead give negative comments. Seeing this phenomenon, influencer Gilang Samiadji feels it is important to campaign self love for people who have this unique character. Based on this description, the purpose of this research is to find out the implementation of the self love campaign in building self-loving behavior by social media influencer Gilang Samiadji. The concept used refers to the four stages of the social media model consisting of first, listening; second to design a strategy; third supervision and interaction, and fourth evaluation. The paradigm of this research is post positivistic. Qualitative descriptive research method. The research subjects involved three informants. Research data was collected through primary data through in-depth interviews and secondary data through books and journals. The research data were analyzed qualitatively. The data validation technique uses theory and source triangulation. The results of the research and conclusions show that first, influencer Gilang Samiadji made observations by listening to various parties and looking directly at social media. Second, the strategy built by Gilang Samiadji is to convey informative communication messages to a wide audience (netizens) on social media. Third, the form of supervision carried out by Gilang Samiadji by looking directly at comments from netizens and interacting with them through the comments column. Fourth, the results of the evaluation show that this campaign activity was successful because the communication message was able to attract the attention of many people (netizens) and there was positive support from netizens because there was a moral message conveyed. Keywords: Campaign, Self Love, Social Media, Influencers, Gilang Samiadji. Di tengah maraknya penggunaan media sosial TikTok dewasa ini di kalangan milenial, ternyata masih cukup banyak netizen yang memberikan penilaian negatif kepada influencer dikarenakan memiliki karakter yang unik dan berbeda pada umumnya. Netizen kurang menghargai perbedaan yang ada dan justru memberikan komentar negatif. Melihat fenomena tersebut, influencer Gilang Samiadji merasa penting untuk mengkampanyekan self love kepada orang-orang yang memiliki karakter yang unik ini. Berdasarkan uraian tersebut, maka tujuan penelitian untuk mengetahui implementasi kampanye self love dalam membangun perilaku mencintai diri sendiri oleh social media influencer Gilang Samiadji. Konsep yang digunakan mengacu pada empat tahapan model media sosial yang terdiri dari pertama, mendengarkan; kedua merancang strategi; ketiga pengawasan dan interaksi, dan keempat evaluasi. Paradigma penelitian ini adalah post positivistik. Metode penelitian deskriptif kualitatif. Subjek penelitian melibatkan tiga narasumber. Data penelitian dikumpulkan melalui data primer melalui wawancara mendalam dan data sekunder melalui sumber buku dan jurnal. Data penelitian dianalisis secara kualitatif. Teknik keabsahan data menggunakan triangulasi teori dan sumber. Hasil penelitian dan kesimpulan menunjukkan bahwa pertama, influencer Gilang Samiadji melakukan observasi dengan cara mendengarkan dari berbagai pihak dan melihat langsung di media sosial. Kedua, Strategi yang dibangun Gilang Samiadji yakni menyampaikan pesan komunikasi yang informatif kepada khalayak luas (netizen) di media sosial. Ketiga, bentuk pengawasan yang dilakukan Gilang Samiadji dengan melihat langsung komentar dari netizen dan berinteraksinya melalui kolom komentar. Keempat, hasil evaluasi menunjukkan kegiatan kampanye ini berhasil karena pesan komunikasinya dapat menarik perhatian banyak orang (netizen) dan adanya dukungan positif dari netizen karena ada pesan moral yang disampaikan. Kata kunci: Kampanye, Self Love, Media Sosial, Influencer, Gilang Samiadji
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