PENGARUH PERSONAL BRANDING MARION JOLA TERHADAP LOYALITAS PENGGEMAR PADA AKUN INSTAGRAM @LALAMARIONMJ

SINTA AGUSTIA, . (2024) PENGARUH PERSONAL BRANDING MARION JOLA TERHADAP LOYALITAS PENGGEMAR PADA AKUN INSTAGRAM @LALAMARIONMJ. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Marion Jola merupakan salah satu public figure yang aktif menggunakan media sosial Instagram untuk membangun personal branding agar mempunyai hubungan erat dengan penggemarnya. Salah satu faktor yang mempengaruhi keakraban hubungan antar selebriti dan penggemar adalah personal branding. Penelitian ini bertujuan untuk mengetahui pengaruh personal branding Marion Jola terhadap loyalitas penggemar. Teori yang digunakan dalam penelitian ini adalah teori dari Peter Montoya dan Cristopher dan Lauren. Personal Branding diukur berdasarkan delapan dimensi yaitu The Law of Specialization, The Law of Leadership, The Law of Personality, The Law of Distinctiveness, The Law of Visibility, The Law of Unit, The Law of Persistence, dan The Law of Goodwill. Loyalitas Penggemar diukur berdasarkan dimensi loyality. Pendekatan yang digunakan dalam penelitian ini adalah kuantitatif dengan metode survei menggunakan kuesioner. Populasinya adalah 4,9 Juta pengikut Marion Jola di instagramnya. Sampel pada penelitian ini diperoleh menggunakan rumus Slovin yaitu sebanyak 100 orang. Teknik penarikan sampel dalam penelitian ini menggunakan teknik non probability sampling dengan pendekatan purposive sampling. Teknik Pengolahan data dan analisis data menggunakan uji normalitas, uji linearitas, analisis regresi linear sederhana dan koefisien determinasi. Teknik Keabsahan data dalam penelitian ini adalah uji validitas dan uji realibilitas. Hasil uji Pearson Product Moment terdapat koefisien korelasi sebesar 0,656 dengan nilai signifikansi 0,001 antara personal branding dan loyalitas penggemar yang mengindikasikan bahwa terdapat pengaruh antara personal branding dan loyalitas penggemar dengan tingkat hubungan yang kuat. Terdapat nilai koefisien determinasi R square sebesar 0,508 yang mengindikasikan bahwa sekitar 50,8 persen dari variasi dalam variabel dependen yaitu loyalitas penggemar dapat berpengaruh oleh variabel independen yaitu personal branding. Kesimpulan pada penelitian ini adalah personal branding yang dibentuk oleh Marion Jola di Instagram @lalamarionmj memiliki pengaruh terhadap loyalitas penggemar dalam komunitas penggemarnya. ***** Marion Jola is one of the public figures who actively uses Instagram social media to build personal branding to have a close relationship with her fans. One of the factors that influence the familiarity of relationships between celebrities and fans is personal branding. This study aims to determine the influence of Marion Jola's personal branding on fan loyalty. The theory used in this study is the theory of Peter Montoya and Cristopher and Lauren. Personal Branding is measured based on eight dimensions namely The Law of Specialization, The Law of Leadership, The Law of Personality, The Law of Distinctiveness, The Law of Visibility, The Law of Unity, The Law of Persistence, and The Law of Goodwill. Fan loyalty is measured based on the loyalty dimension. The approach used in this study is quantitative with a survey method using questionnaires. Her population is 4,9 Million followers of Marion Jola on her instagram. The sample in this study was obtained using the Slovin formula, which was as many as 100 people. The sampling technique in this study uses non probability sampling techniques with a purposive sampling approach. Data processing and data analysis techniques use normality tests, linearity tests, simple linear regression analysis and coefficients of determination. Data validity techniques in this study are validity tests and reality tests. The results of the Pearson Product Moment test have a correlation coefficient of 0,656 with a significance value of 0,001 between personal branding and fan loyalty which indicates that there is a relationship between personal branding and fan loyalty with a strong level of relationship. There is a coefficient of determination R square value of 0,508 which indicates that about 50,8 percent of the variation in the dependent variable is fan loyalty can be influenced by the independent variable is personal branding. The conclusion in this study is that the personal branding formed by Marion Jola on Instagram @lalamarionmj has an influence on fan loyalty in her fan community.

Item Type: Thesis (Sarjana)
Additional Information: 1). Anggun Nadia Fatimah, M.Si.
Subjects: Ilmu Sosial > Komunikasi
Divisions: FIS > D IV Hubungan Masyarakat dan Komunikasi Digital
Depositing User: Users 22379 not found.
Date Deposited: 16 Aug 2024 04:28
Last Modified: 16 Aug 2024 04:28
URI: http://repository.unj.ac.id/id/eprint/49631

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