Strategi pembentukan personal branding Cinta Laura menggunakan Instagram = Personal branding strategy of Cinta Laura using Instagram

Ekaputri, Gabriella (2024) Strategi pembentukan personal branding Cinta Laura menggunakan Instagram = Personal branding strategy of Cinta Laura using Instagram. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Dalam perkembangan internet, muncul fenomena ruang publik baru yang dikenal sebagai media sosial atau media baru. Dengan adanya perkembangan teknologi digital telah mengubah cara kita berkomunikasi, termasuk interaksi dengan selebritas dan tokoh publik. Tujuan dari penelitian ini untuk dapat menganalisis strategi yang diterapkan dalam perubahan personal branding Cinta Laura di hadapan masyarakat melalui penggunaan Instagram. Personal branding dianggap sebagai representasi citra diri yang signifikan dalam meningkatkan popularitas sebagai public figures, khususnya di platform Instagram. Penelitian ini menggunakan pendekatan Kulitatif yang bersifat field research (lapangan), dengan teknik pengumpulan data yang meliputi observasi, wawancara dan dokumentasi. Subjek dalam penelitian ini ialah pihak terkait dari Cinta Laura, baik manager maupun tim artis dari entertainment yang telah mengenal Cinta Laura sejak lama. Sedangkan teknik analisis data yang digunakan ialah analisis deskriptif, dimana setelah itu peneliti menggunakan teknik triangulasi data, waktu dan display data guna untuk mendapatkan data yang akurat dari subjek penelitian dan objek penelitian yang telah dikaji. Hasil penelitian ini menyatakan bahwa dalam menghadapi perubahan citra dari negatif menjadi positif, strategi personal branding Cinta Laura melibatkan langkah-langkah strategis seperti aktivitas aktif di media sosial, pembuatan konten positif dan edukatif, menunjukkan kepedulian terhadap isu-isu sosial, dan pemahaman terhadap kekuatan netizen. Cinta Laura mengadopsi konsep-konsep dari teori personal branding yang diajukan oleh ahli seperti Peter Montoya, William Arruda, Catherine Kaputa, dan Karen Kang. Kepemimpinan, spesialisasi, perbedaan, kesatuan, keteguhan, kepribadian, keterlihatan, dan goodwill menjadi landasan efektif dalam membentuk personal branding Cinta Laura. / In the development of the internet, a new phenomenon has emerged in the form of a new public space known as social media or new media. The advancement of digital technology has transformed the way we communicate, including interactions with celebrities and public figures. The purpose of this research is to analyze the strategies implemented in the transformation of Cinta Laura's personal branding in the eyes of the public through the use of Instagram. Personal branding is considered as a significant representation of self-image in enhancing popularity as public figures, particularly on the Instagram platform. This research employs a qualitative approach with a field research (on-site) nature, using data collection techniques including observation, interviews, and documentation. The subjects in this study are related parties of Cinta Laura, including both the manager and the artist's team from the entertainment industry who have known Cinta Laura for a long time. The data analysis technique used is descriptive analysis, followed by the researcher employing data triangulation, time, and display data techniques to obtain accurate data from the researched subjects and objects. The results of this study state that in facing the change of image from negative to positive, Cinta Laura's personal branding strategy involves strategic steps such as active engagement on social media, creating positive and educational content, demonstrating concern for social issues, and understanding the power of netizens. Cinta Laura adopts concepts from personal branding theories proposed by experts such as Peter Montoya, William Arruda, Catherine Kaputa, and Karen Kang. Leadership, specialization, differentiation, unity, resilience, personality, visibility, and goodwill serve as effective foundations in shaping Cinta Laura's personal branding.

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