PENGARUH PERSONAL BRANDING CAPTAIN EDA SEBAGAI RADIO PERSONALITY TERHADAP LOYALITAS PENDENGAR (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @CAPT_EDA)

SHIVA APRILIA, . (2025) PENGARUH PERSONAL BRANDING CAPTAIN EDA SEBAGAI RADIO PERSONALITY TERHADAP LOYALITAS PENDENGAR (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @CAPT_EDA). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Personal branding ialah upaya strategis untuk membangun citra dan reputasi diri dengan menonjolkan keterampilan, kepempimpian, dan nilainilai pribadi seseorang yang bertujuan untuk membentuk persepsi dan respons emosional masyarakat yang positif terhadap nilai-nilai individu itu sendiri. Penyiar radio merupakan salah satu profesi yang membutuhkan personal branding untuk meningkatkan loyalitas pada pendengar. Penelitian ini bertujuan untuk mengetahui pengaruh personal branding Captain Eda sebagai radio personality terhadap loyalitas pendengar. Teori yang digunakan dalam penelitian ini ialah teori kredibilitas sumber (the source credibility theory) yang dikemukakan oleh Hovland, Janis dan Kelley. Variabel yang digunakan dalam penelitian ini yakni personal branding dan loyalitas pendengar. Terdapat empat dimensi pada personal branding antara lain: specialization, distinctiveness, visibility, emotional impact, dan relevan. Selanjutnya terdapat empat dimensi pada variabel loyalitas pendengar antara lain: behavioral loyalty, attitudinal loyalty, sense of community, active engagemement, dan evangelism. Penelitian ini menggunakan pendekatan kuantitaif dengan metode survei. Responden berjumlah 100 orang yang merupakan pengikut akun Instagram @capt_eda. Pengambilan sampel digunakan dengan teknik simple random sampling sampling dan pengumpulan data dilakukan melalui penyebaran kuesioner secara daring. Instrumen disusun berdasarkan indikator teoritis dan masing-masing variabel, serta analisis data menggunakan uji regresi linear sederhana melalui SPSS Versi 27. Hasil penelitian menunjukkan bahwa personal branding berpengaruh positif dan signifikan terhadap loyalitas pendengar. Nilai signifikansi yang diperoleh ialah <.001 (p<0.05) dengan nilai koefisien determinasi (R2) sebesar 0.526. Ini berarti bahwa sebesar 52.6% variasi loyalitas pendengar dapat dijelaskan oleh personal branding. Kesimpulan yang diperoleh dari penelitian ini menyatakan jika personal branding Captain Eda sebagai radio personality terbukti memiliki pengaruh kuat dan signifikan terhadap loyalitas pendengar. Saran yang dapat diberikan untuk personal branding Captain Eda yakni adanya peningkatan pada dimensi relevant pada variabel X (personal branding) agar dapat memberikan pengaruh lebih kuat terhadap dimensi behavioral loyalty pada variabel Y (loyalitas pendengar). Kata Kunci: Personal branding, Loyalitas Pendengar, Radio personality, Teori Kredibilitas Sumber, Captain Eda ***** Personal branding is a strategic effort to build self-image and reputation by highlighting one's skills, leadership, and personal values that aim to shape positive public perceptions and emotional responses to the individual's own values. Radio broadcasters are one of the professions that require personal branding to increase loyalty to listeners. This study aims to determine the effect of personal branding Captain Eda as radio personality towards listener loyalty. The theory used in this research is the theory of source credibility proposed by Hovland, Janis and Kelley. The variables used in this study are personal branding and listener loyalty. There are four dimensions in personal branding, including: specialization, distinctiveness, visibility, emotional impact, and relevant. Furthermore, there are four dimensions in the listener loyalty variable, including: behavioral loyalty, attitudinal loyalty, sense of community, active engagement, and evangelism. This study uses a quantitative approach with a survey method. Respondents numbered 100 people who were followers of the Instagram account @capt_eda. Sampling was used with the technique simple random sampling and data collection was conducted through online questionnaire distribution. The instrument was compiled based on theoretical indicators and each variable, and data analysis used a simple linear regression test through SPSS Version 27. The results of the study indicate that personal branding has a positive and significant effect on listener loyalty. The significance value obtained is <.001 (p<0.05) with a coefficient of determination (R2) of 0.526. This means that 52.6% of the variation in listener loyalty can be explained by personal branding. The conclusion obtained from this study states that Captain Eda's personal branding as a radio personality has been proven to have a strong and significant influence on listener loyalty. Suggestions that can be given for Captain Eda's personal branding include improving the relevant dimension in variable X (personal branding) so that it can have a stronger influence on the behavioral loyalty dimension in variable Y (listener loyalty). Keywords: Personal branding, Listener Loyalty, Radio personality, Source Credibility Theory, Captain Eda

Item Type: Thesis (Sarjana)
Additional Information: 1) Sandy Allifiansyah, M.A., Ph.D. ; 2) Dr. Wiratri Anindhita, M.Sc., CPR.
Subjects: Ilmu Sosial > Komunikasi
Divisions: FIS > S1 Ilmu Komunikasi
Depositing User: Shiva Aprilia Azzahra .
Date Deposited: 04 Aug 2025 07:19
Last Modified: 04 Aug 2025 07:19
URI: http://repository.unj.ac.id/id/eprint/57601

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