HUBUNGAN PENGGUNAAN INSTAGRAM TERHADAP PEMBENTUKAN PERSONAL BRANDING MAHASISWA (STUDI PADA MAHASISWA ILMU KOMUNIKASI UNIVERSITAS SRIWIJAYA)

LESTARI, SYADILA and Nomaini, Faisal and Ilham, Muhamad Hidayatul (2023) HUBUNGAN PENGGUNAAN INSTAGRAM TERHADAP PEMBENTUKAN PERSONAL BRANDING MAHASISWA (STUDI PADA MAHASISWA ILMU KOMUNIKASI UNIVERSITAS SRIWIJAYA). Undergraduate thesis, Sriwijaya University.

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Abstract

INSTAGRAM IS A SOCIAL MEDIA PLATFORM USED TO SHARE PICTURES. PHOTOS/VIDEOS THAT USERS WANT TO SHARE VERY QUICKLY AND EASILY. THIS STUDY AIMS TO DETERMINE THE RELATIONSHIP BETWEEN THE USE OF INSTAGRAM AND THE FORMATION OF PERSONAL BRANDING AMONG STUDENTS OF COMMUNICATION STUDIES, SRIWIJAYA UNIVERSITY. DATA OBTAINED FROM THE RESULT OF QUESTIONNAIRES AND DOCUMENTATION STUDIES WITH QUANTITATIVE RESEARCH METHODS WITH CORRELATIONAL RESEARCH TYPES. THIS STUDY USES THE USES AND GRATIFICATION THEORY AS A BRIDGE THEORY WITH INDICATORS BASED ON INSTAGRAM’S FEATURES, NAMELY POSTING FOLLOWERS/FOLLOWING, LIKING, COMMENTING AND MENTIONING. THE RESULT OF THIS STUDY INDICATE THAT THERE IS A RELATIONSHIP BETWEEN THE USE OF INSTAGRAM AND THE FORMATION OF STUDENT PERSONAL BRANDING USING THE PRODUCT MOMENT CORRELATION ANALYSIS WHICH SHOWS A POSITIVE RELATIONSHIP WITH COEFFICIENT OG 0.801. THE RELATIONSHIP BETWEEN INSTAGRAM USAGE VARIABLES AND PERSONAL BRANDING VARIABLES IS INCLUDED IN THE VERY STRONG RELATIONSHIP CATEGORY. IT IS KNOWS THAT IF THE INSTAGRAM USAGE VARIABLE INCREASES, THE PERSONAL BRANDING VARIABLE WILL ALSO INCREASE. KEYWORDS: INSTAGRAM, USES AND GRATIFICATION, PERSONAL BRANDING

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	INSTAGRAM, USES AND GRATIFICATION, PERSONAL BRANDING
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Syadila Lestari
Date Deposited:	25 May 2023 04:28
Last Modified:	25 May 2023 04:28
URI:	http://repository.unsri.ac.id/id/eprint/104517

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