Strategi personal branding influencer Jang Hansol dalam menarik perhatian audience di Indonesia = Personal branding strategy of influencer Jang Hansol in capturing the attention of the audience in indonesia

Siboro, Christabella Natania (2024) Strategi personal branding influencer Jang Hansol dalam menarik perhatian audience di Indonesia = Personal branding strategy of influencer Jang Hansol in capturing the attention of the audience in indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perkembangan teknologi telah memperluas cara masyarakat mengakses dan berinteraksi dengan konten media, khususnya melalui media sosial. Keberadaan media sosial memunculkan influencer yang dapat mengunggah foto, video, dan teks kepada audiens. Influencer dapat memanfaatkan media sosial untuk membangun personal branding yang bagus. Strategi personal branding dengan pendekatan Integrated Marketing Communications (IMC) memiliki tujuan untuk memperkuat perbedaan dan mempertahankan citra diri individu. Salah satu influencer yang memiliki personal branding kuat adalah Jang Hansol yang berasal dari Korea Selatan tetapi memiliki audience Indonesia. Korean wave dengan mudah tersebar di Indonesia dan memunculkan banyak peminat serta audiens berkat internet. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Tujuan dari penelitian ini adalah untuk mengetahui strategi personal branding influencer Jang Hansol dalam menarik perhatian audience di Indonesia. Penelitian ini akan berfokus kepada Criteria for Effective Authentic Personal Branding yang dikemukakan oleh Rampersad serta Similarity-Attraction yang merupakan penerapan dari teori Interpersonal Communication. Pengumpulan data dilakukan melalui wawancara, observasi, dan kajian literatur. Informan kunci dalam penelitian ini adalah Jang Hansol, serta informan tambahan yaitu manajer dan audiens dari Jang Hansol. Hasil penelitian menunjukkan bahwa Jang Hansol memiliki strategi personal branding yang spesifik, dimana dia berhasil menarik perhatian audience di Indonesia, khususnya melalui budaya Korea Selatan. / The development of technology has expanded the ways in which society accesses and interacts with media content, especially through social media. Social media has given rise to influencers by uploading photos, videos, and texts to their audience. Influencers can leverage social media to build a strong personal brand. Personal branding strategies with an Integrated Marketing Communications (IMC) approach aim to strengthen differences and maintain an individual's image. Jang Hansol, a South Korean influencer with a target audience in Indonesia has built a strong personal brand. The Korean wave easily spread in Indonesia and attracts many enthusiasts and audiences thanks to the internet. This research uses a qualitative approach with a case study method. The objective is to understand Jang Hansol's personal branding strategy in capturing the attention of the target audience in Indonesia. The study focuses on the Criteria for Effective Authentic Personal Branding proposed by Rampersad and Similarity-Attraction, an application of Interpersonal Communication theory. Data collection involves interviews, observations, and literature reviews. The key informant is Jang Hansol, as well as his manager and his audiences as additional informants. The results indicate that Jang Hansol has an effective personal branding strategy that successfully captures the attention of the target audience in Indonesia, particularly through South Korean culture.

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