PERILAKU KONSUMTIF DALAM MEMBENTUK PERSONAL BRANDING PADA MAHASISWA FISIP UNSRI

ANGGARA, JUAN HARRI and Kholek, Abdul (2023) PERILAKU KONSUMTIF DALAM MEMBENTUK PERSONAL BRANDING PADA MAHASISWA FISIP UNSRI. Undergraduate thesis, Sriwijaya University.

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Abstract

This study analyzes the formation of personal branding through consumptive behavior in students of the Faculty of Social and Political Sciences, Sriwijaya University and the benefits of personal branding for students. The purpose of the study was to determine the process of forming personal branding through consumptive behavior and the benefits of personal branding for students of the Faculty of Social and Political Sciences, Sriwijaya University. The research method used is descriptive qualitative with a case study research strategy. Data were obtained through observation, interviews with 11 informants, documentation, and literature review. Then, this study was analyzed using 4 out of 8 concepts of personal branding formation according to Peter Montoya because the four concepts can be associated with consumptive behavior, namely specialization, difference, looks, and good name. The results of this study show that: (1) using branded goods is the main thing to increase self-confidence and support the lifestyle of informants; (2) have the desire to stand out in order to have their own characteristics by using branded goodsbut not to show off or be the center of attention; (3) always show a positive image either on social media, organizations or communities; (4) maintain self-image by always paying attention to appearance. Then, the benefits of personal branding can make informants known to many people and add relationships that can certainly benefit some informants in increasing career opportunities and business development. Keywords: Consumptive behavior, Personal branding, Student

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Perilaku konsimtif, Personal branding, Mahasiswa
Subjects:	H Social Sciences > HM Sociology > HM(1)-1281 Sociology H Social Sciences > HN Social history and conditions. Social problems. Social reform > HN1-995 Social history and conditions. Social problems. Social reform
Divisions:	07-Faculty of Social and Politic Science > 69201-Sociology (S1)
Depositing User:	Juan Harri Anggara
Date Deposited:	06 Jun 2023 02:05
Last Modified:	06 Jun 2023 02:05
URI:	http://repository.unsri.ac.id/id/eprint/107220

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