Strategi personal branding Tsamara Amany dalam membangun citra positif melalui media sosial twitter = Personal branding strategy Tsamara Amany in building a positive image through twitter

Elfrida, Louise (2019) Strategi personal branding Tsamara Amany dalam membangun citra positif melalui media sosial twitter = Personal branding strategy Tsamara Amany in building a positive image through twitter. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Hadirnya media baru memengaruhi kehidupan politik di Indonesia. Banyak politisi yang menggunakan media sosial sebagai sarana aktivitas politik seperti melakukan kampanye. Selain itu, media sosial juga dimanfaatkan oleh para politisi sebagai sarana melakukan Personal branding dalam membangun citra positif. Tsamara Amany merupakan sosok politisi muda yang baru terjun ke dunia politik menggunakan media sosial yaitu Twitter sebagai strategi Personal branding guna membangun citra positif di masyarakat. Maka dari itu, penelitian ini dilakukan untuk mengetahui bagaimana strategi Personal branding Tsamara Amany dalam membangun citra positif melalui media sosial Twitter. Penelitian ini menggunakan pendekatan kualitatif dengan metode penelitian deskriptif. Teknik pengumpulan data dilakukan dengan data primer, yaitu wawanacara dengan Tsamara Amany dan followers akun Twitter Tsamara, serta melakukan observasi terhadap akun Twitter @TsamaraDKI. Hasil penelitian ini menunjukan bahwa strategi yang digunakan oleh Tsamara mengacu pada konsep The Laws of Personal Branding yang fokus pada konsistensi melakukan interaksi dengan pengikutnya di media sosial Twitter dan penggambaran sosok Tsamara yang sesuai dengan identitas aslinya yaitu berani, terbuka, sensasional, dan antikorupsi. Keberhasilan Tsamara membangun citra nya juga tidak terlepas dari media konvensional yang turut menyoroti akun Twitternya sebagai bahan berita. / The presence of new media influences political life in Indonesia. Many politicians use social media as a means of political activity such as conducting campaigns. In addition, social media is also used by politicians as a means of doing personal branding in building a positive image. Tsamara Amany is a young politician who has just entered politics and uses Twitter as a Personal branding strategy to build a positive image in the community. Therefore, this study was conducted to find out how the strategy of Tsamara Amany's Personal branding in building a positive image through Twitter. This study uses a qualitative approach with descriptive research methods. Data collection techniques were carried out with primary data, namely interviews with Tsamara Amany and followers of Tsamara's Twitter account, as well as observing the Twitter account @TsamaraDKI. The results of this study indicated that the strategy used by Tsamara refers to the concept of The Laws of Personal Branding which focuses on consistency in interacting with followers on Twitter and depicting Tsamara's figure in accordance with her original identity, namely brave, open, sensational, and anti-corruption. Tsamara's success in building her image is also inseparable from conventional media which helped highlight her Twitter account as news material.

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