Strategi Komunikasi dalam membangun Personal Branding pada akun TikTok @miaearliana

Faradiba, Sarah (2023) Strategi Komunikasi dalam membangun Personal Branding pada akun TikTok @miaearliana. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Kehadiran media sosial merupakan kemajuan dari teknologi informasi dan komunikasi yang berkembang. Fenomena media sosial Tiktok menjadi salah satu kecenderungan trend yang diminati banyak masyarakat ditahun 2020 pada masa pandemi. Mia Earliana memanfaatkan media sosial Tiktok sebagai alat membangun personal branding karena dinilai membantu menyebarkan informasi ke banyak sasaran dan khalayak luas melalui pengguna aktif media sosial. Ditengah banyaknya konten kreator dan influnecer Tiktok yang bermunculan dengan keunikan yang berbeda. Oleh sebab itu peneliti ingin mengetahui bagaimana strategi komunikasi dalam membangun personal branding pada media sosial Tiktok pada akun @miaearliana. Penelitian ini menggunakan theory impression management digunakan untuk memperkuat opini dan mengubah sesuai dengan tujuan presepsi merek diri. Pendekatan kualitatif, metode penelitian deskriptif. Teknik pengumpulan data wawancara dengan Mia Earliana dan followers Mia Earliana, dokumentasi dan observasi terhadap akun tiktoknya. Hasil penelitian menunjukan upaya yang dilakukan Mia Earliana strategi dalam membangun personal branding, melalui engagement di media sosial Tiktok, menciptakan ciri khas dimedia sosial Tiktok, dengan menciptakan relasi dengan audience di media sosial Tiktok, dan promosi diri di media sosial Tiktok. Saran penelitian selanjutnya melakukan penelitian dari sudut pandang lain seperti kuantitatif untuk melihat seberapa besar efektifitas dalam membangun personal branding di tiktok/ The presence of social media is an advancement of information and communication technology that is developing. The Tiktok social media phenomenon is one of the trends that many people are interested in in 2020 during the pandemic. Mia Earliana utilizes Tiktok social media as a tool for building personal branding because it is considered to help spread information to many targets and a wide audience through active social media users. Amid the many Tiktok content creators and influnecers that have sprung up with different uniqueness. Therefore, researchers want to know how the communication strategy in building personal branding on Tiktok social media on the @miaearliana account. This research uses impression management theory used to strengthen opinions and change according to the purpose of self-brand perception. Qualitative approach, descriptive research method. Data collection techniques interviews with Mia Earliana and Mia Earliana's followers, documentation and observation of her tiktok account. The results showed that Mia Erliana's efforts made strategies in building personal branding, through engagement on Tiktok social media, creating characteristics on Tiktok social media, by creating relationships with audiences on Tiktok social media, and self-promotion on Tiktok social media. Further research suggestions conduct research from other perspectives such as quantitative to see how much effectiveness in building personal branding on TikTok.

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