ANALISIS ISI KUANTITATIF PERSONAL BRANDING PENGUSAHA SKINCARE MELALUI INSTAGRAM (Studi Komparatif pada akun Instagram @melvhinahusyanti dan @rendyshindy_samuel)

NOVALIA, CINDY and Pratiwi, Miftha (2024) ANALISIS ISI KUANTITATIF PERSONAL BRANDING PENGUSAHA SKINCARE MELALUI INSTAGRAM (Studi Komparatif pada akun Instagram @melvhinahusyanti dan @rendyshindy_samuel). Other thesis, Sriwijaya University.

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Abstract

Personal branding is an effort to build one's thoughts about oneself based on the appearance, attitude or behavior shown to the public. This research aims to determine the form of personal branding of skincare entrepreneurs Melvina Husyanti and Shindy Samuel via Instagram. The theory used in this research is personal branding according to McNally & Speak regarding the three elements that form strong personal branding. The method used in this research is Quantitative Content Analysis with a descriptive approach. The sample in this study was Instagram uploads by Melvina Husyanti and Shindy Samuel in the period 01 June 2022 - 30 September 2023 using a simple random sampling technique with a sample size of 34 for Melvina and 34 for Shindy. The results of quantitative content analysis show that Melvina's Competency Dimension has a Frequency of 9 and a Percentage of 2.9%, while Shindy has a Frequency of 6 and a Percentage of 1.9%. In the Style Dimension, Melvina has a Frequency of 47 and a Percentage of 11.5%, while Shindy has a Frequency of 51 and a Percentage of 12.5%. In the Standard Dimension Melvina has a Frequency of 56 and a Percentage of 16.4%, while Shindy has a Frequency of 33 and a Percentage of 9.7%. The comparison results show that there are only a few significant differences in the form of personal branding on the two social media accounts.

Item Type: Thesis (Other)
Uncontrolled Keywords: Quantitative Content Analysis, Personal Branding, Instagram, Skincare Entrepreneurs
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce > HF1-6182 Commerce
Divisions: 07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User: Cindy Novalia
Date Deposited: 26 Mar 2024 12:47
Last Modified: 26 Mar 2024 12:47
URI: http://repository.unsri.ac.id/id/eprint/142744

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