PERSONAL BRANDING PELATIH BASKET PADA AKUN INSTAGRAM @coachjapricky UNTUK MEMBANGUN MINAT OLAHRAGA

AMANSJAH, DELFIN FATTAH (2024) PERSONAL BRANDING PELATIH BASKET PADA AKUN INSTAGRAM @coachjapricky UNTUK MEMBANGUN MINAT OLAHRAGA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

In this digital era, Instagram is an effective platform for building personal branding because of its ability to reach a wide and diverse audience Personal branding is an important strategy used by individuals to promote themselves professionally and personally. This study aims to analyze the personal branding strategy used by basketball coach Jap Ricky through the @coachjapricky Instagram account and its impact on sports interest among his followers. This research uses Nally & Speak's theory by referring to three theories namely distinctiveness, relevance, and consistency. This research methodology uses a descriptive qualitative approach with content analysis of @coachjapricky's Instagram posts. Data was collected through non-participant observation, unstructured interviews with account followers, and analysis of interactions on related posts. The results show that Jap Ricky effectively utilizes personal branding elements such as expertise, personality, and active interaction with his followers to build a positive and inspiring image. This strategy succeeded in increasing interest in sports, especially basketball, among his followers as seen from the increase in the number of followers, positive interactions, and testimonials from followers who were inspired to be more active in sports. The findings also showed an increase in interest and participation in basketball among her followers, which was triggered by the motivation and encouragement conveyed through the account. Keywords: Personal Branding, Instagram, Sports Interest, Basketball Coach, Social Media Era digital ini, Instagram menjadi platform yang efektif untuk membangun personal branding karena kemampuannya menjangkau audiens yang luas dan beragam Personal branding merupakan strategi penting yang digunakan oleh individu untuk mempromosikan diri mereka secara profesional dan personal. penelitian ini bertujuan untuk menganalisis strategi personal branding yang digunakan oleh pelatih basket Jap Ricky melalui akun Instagram @coachjapricky dan dampaknya terhadap minat olahraga di kalangan pengikutnya. Penelitian ini menggunakan teori Nally & Speak dengan mengacu pada tiga teori yaitu kekhasan, relevansi, dan konsistensi. Metodologi penelitian ini menggunakan pendekatan kualitatif deskriptif dengan analisis konten dari unggahan Instagram @coachjapricky data dikumpulkan melalui observasi non partisipan, wawancara tidak terstruktur dengan pengikut akun, dan analisis terhadap interaksi pada unggahan terkait. Hasil penelitian menunjukkan bahwa Jap Ricky secara efektif memanfaatkan elemen-elemen personal branding seperti keahlian, kepribadian, dan interaksi aktif dengan pengikutnya untuk membangun citra positif dan inspiratif. Strategi ini berhasil meningkatkan minat olahraga, terutama basket, di kalangan pengikutnya yang terlihat dari peningkatan jumlah pengikut, interaksi positif, dan testimoni dari pengikut yang terinspirasi untuk lebih aktif berolahraga. Temuan juga menunjukkan adanya peningkatan minat dan partisipasi dalam olahraga basket di kalangan pengikutnya, yang dipicu oleh motivasi dan dorongan yang disampaikan melalui akun tersebut. Kata Kunci: Personal Branding, Instagram, Minat Olahraga, Pelatih Basket, Media Sosial.

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