IMPLEMENTASI MEDIA SOSIAL HOBBY MUNCAK DALAM MEMBANGUN CITRA POSITIF DI KALANGAN TARGET KONSUMEN

DOBIN SURYA SIMBOLON, . (2026) IMPLEMENTASI MEDIA SOSIAL HOBBY MUNCAK DALAM MEMBANGUN CITRA POSITIF DI KALANGAN TARGET KONSUMEN. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Perkembangan media sosial mendorong komunitas hobi dan olahraga rekreasi untuk memanfaatkannya sebagai sarana komunikasi, promosi, dan pembentukan citra di ruang digital. Penelitian ini bertujuan untuk mendeskripsikan implementasi media sosial yang dilakukan oleh komunitas Hobby Muncak dalam membangun citra positif di kalangan target konsumen olahraga rekreasi. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan rancangan studi kasus. Teknik pengumpulan data meliputi observasi terhadap aktivitas media sosial, wawancara mendalam dengan pengelola komunitas dan target konsumen, serta dokumentasi. Analisis data dilakukan dengan model analisis interaktif melalui tahapan reduksi data, penyajian data, dan penarikan kesimpulan, serta diuji keabsahannya melalui triangulasi. Hasil penelitian menunjukkan bahwa media sosial, khususnya Instagram dan TikTok, dimanfaatkan sebagai sarana utama penyampaian informasi kegiatan, interaksi dengan audiens, serta representasi nilai kebersamaan, keselamatan, dan gaya hidup aktif. Konten yang disajikan bersifat visual, edukatif, dan inspiratif, sehingga membentuk persepsi positif dan meningkatkan kepercayaan audiens. Implementasi media sosial yang konsisten dan terarah berkontribusi dalam membangun citra positif Hobby Muncak sebagai komunitas olahraga rekreasi yang terorganisir dan terpercaya. Kata kunci: citra positif; Hobby Muncak; komunitas hobi; media sosial; olahraga rekreasi ***** The development of social media has encouraged hobby communities and recreational sports groups to utilize digital platforms as tools for communication, promotion, and image building. This study aims to describe the implementation of social media by the Hobby Muncak community in building a positive image among target consumers of recreational sports. This research employs a descriptive qualitative approach with a case study design. Data were collected through observation of social media activities, in-depth interviews with community managers and target consumers, and documentation. Data analysis was conducted using an interactive analysis model consisting of data reduction, data presentation, and conclusion drawing, and data validity was ensured through triangulation techniques. The results indicate that social media, particularly Instagram and TikTok, are utilized as the primary platforms for delivering activity-related information, engaging with audiences, and representing values such as togetherness, safety, and an active lifestyle. The content presented is visual, educational, and inspirational, which helps shape positive perceptions and enhance audience trust. Overall, consistent and well-directed social media implementation contributes significantly to building a positive image of Hobby Muncak as an organized and trustworthy recreational sports community. Keywords: hobby community; Hobby Muncak; positive image; recreational sports; social media.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Drs. Zulham, M.Si. ; 2). Dr. Heni Widyaningsih, SE., M.SE.
Subjects:	Olah Raga dan Seni Pertunjukan > Pendidikan Olah Raga Olah Raga dan Seni Pertunjukan > Pendidikan Olah Raga > Aneka Olah Raga
Divisions:	FIO > S1 Olahraga Rekreasi
Depositing User:	Dobin Surya Simbolon .
Date Deposited:	23 Jan 2026 07:52
Last Modified:	23 Jan 2026 07:52
URI:	http://repository.unj.ac.id/id/eprint/63340

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