MUHAMAD TUBAGUS SYAHPUTRA, . (2026) PENGARUH KREDIBILITAS IBNU JAMILO SEBAGAI INFLUENCER TERHADAP PERSONAL BRANDING KLUB BOLA BASKET HANGTUAH JAKARTA (SKRIPSI). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh kredibilitas dan daya tarik Ibnu Jamilo sebagai influencer terhadap personal branding Klub Bola Basket Hangtuah Jakarta. Seiring dengan perkembangan media digital, peran influencer menjadi salah satu strategi komunikasi yang penting dalam membangun citra dan identitas sebuah organisasi, termasuk klub olahraga. Dalam konteks tersebut, Ibnu Jamilo dipilih sebagai objek penelitian karena perannya yang aktif dan relevan dalam menyampaikan informasi terkait klub kepada publik melalui media sosial. Penulis menggunakan pendekatan kuantitatif dengan metode survei. Teknik pengumpulan data dilakukan melalui penyebaran kuesioner kepada responden yang memenuhi kriteria, yaitu pengikut akun Instagram Ibnu Jamilo yang mengikuti pembaruan kontennya selama tiga bulan terakhir. Variabel independen dalam penelitian ini adalah kredibilitas dan daya tarik influencer yang terdiri dari empat dimensi, yaitu kredibilitas dan keahlian, aktivitas komunikasi, media dan jangkauan, serta resonansi dan keterlibatan audiens. Sementara itu, variabel dependen adalah personal branding klub yang meliputi dimensi keaslian, komunikasi efektif, reputasi digital, dan persepsi publik. Data yang diperoleh dianalisis menggunakan uji asumsi klasik dan analisis regresi linier sederhana. Hasil penelitian menunjukkan bahwa kredibilitas dan daya tarik Ibnu Jamilo sebagai influencer berpengaruh positif dan signifikan terhadap personal branding Klub Bola Basket Hangtuah Jakarta. Nilai koefisien determinasi (R Square) sebesar 0,902 menunjukkan bahwa 90,2% variasi personal branding klub dipengaruhi oleh kredibilitas dan daya tarik influencer, sedangkan sisanya dipengaruhi oleh faktor lain di luar penelitian ini. Temuan ini menegaskan bahwa pemanfaatan influencer yang kredibel dan relevan dapat menjadi strategi yang efektif dalam membangun dan memperkuat personal branding klub olahraga di media digital. ***** This study aims to determine the influence of Ibnu Jamilo's Credibility and appeal as an influencer on the personal branding of the Hangtuah Jakarta Basketball Club. With the development of digital media, the role of influencers has become an important communication strategy in building the image and identity of an organization, including sports clubs. In this context, Ibnu Jamilo was chosen as the subject of this study because of his active and relevant role in conveying information related to the club to the public through social media. The author used a quantitative approach with a survey method. Data collection techniques were carried out by distributing questionnaires to respondents who met the criteria, namely followers of Ibnu Jamilo's Instagram account who had been following his content updates for the past three months. The independent variables in this study are the Credibility and attractiveness of influencers, which consist of four dimensions, namely Credibility and Expertise, communication activities, media and reach, as well as audience resonance and engagement. Meanwhile, the dependent variable is the club's personal branding, which includes the dimensions of Authenticity, Effective Communication, Digital Reputation, and Public Perception. The data obtained was analyzed using classical assumption tests and simple linear regression analysis. The results of the study indicate that Ibnu Jamilo's Credibility and appeal as an influencer have a positive and significant effect on the personal branding of the Hangtuah Jakarta Basketball Club. The coefficient of determination (R Square) value of 0.902 indicates that 90.2% of the variation in the club's personal branding is influenced by the Credibility and appeal of the influencer, while the rest is influenced by other factors outside the scope of this study. These findings confirm that the use of credible and relevant influencers can be an effective strategy in building and strengthening the personal branding of sports clubs in digital media.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Additional Information: | 1). Dr. Vera Wijayanti Sutjipto, M.Si. ; 2). Dr. M. Fikri Akbar, M.Si., M.M. |
| Subjects: | Ilmu Sosial > Ilmu Sosial (Umum) Ilmu Sosial > Komunitas Sosial, Ras dan Kelompok Ilmu Sosial > Komunikasi |
| Divisions: | FIS > S1 Ilmu Komunikasi |
| Depositing User: | Muhamad Tubagus Syahputra . |
| Date Deposited: | 11 Feb 2026 07:59 |
| Last Modified: | 11 Feb 2026 07:59 |
| URI: | http://repository.unj.ac.id/id/eprint/65160 |
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