Analisis Personal Branding Mahasiswa Generasi Z Universitas Bina Sarana Informatika Cengkareng Jakarta Barat melalui Media Sosial Instagram dalam Membangun Citra Diri
DOI:
https://doi.org/10.67142/edutik.v6i4.538Keywords:
Generation Z, Instagram, Personal Branding, Self-Image, Social MediaAbstract
ABSTRAK
Instagram adalah media sosial yang sangat sering dipakai oleh mereka yang ingin membangun dan menampilkan personal branding. Namun penelitian yang melibatkan personal branding dari mahasiswa, yaitu pengguna media sosial yang bukan selebritas masih sedikit. Tujuan penelitian ini adalah untuk menganalisa bagaimana mahasiswa Generasi Z dari Universitas Bina Sarana Informatika Kampus Cengkareng Jakarta Barat membangun personal branding mereka melalui Instagram demi membentuk citra diri. Penelitian ini merupakan penelitian deskriptif dengan pendekatan kualitatif fenomenologi yang dilakukan kepada 4 informan dengan sampel yang ditentukan secara purposive. Data dikumpulkan melalui teknik wawancara mendalam, observasi akun Instagram, dan dokumentasi. Selanjutnya data dianalisa menggunakan analisis Miles dan Huberman. Hasil penelitian ini menunjukkan bahwa personal branding dari mahasiswa terbentuk berdasarkan pengelolaan visual Instagram, penggunaan caption, dan konsisten pada isi konten yang merespons peran representasi identitas dan citra diri mereka di ruang digital. Berdasarkan hasil penelitian ini, dapat disimpulkan bahwa personal branding dari mahasiswa Generasi Z terbentuk secara otentik melalui pengalaman, nilai pribadi, dan kebiasaan sosial, sehingga Instagram menjadi sarana penting dalam pembentukan citra diri.
ABSTRACT
Instagram is a social network that is commonly utilized for the purpose of creating and exhibiting self-identity. Nevertheless, there has been little research conducted on personal branding in college students as the non-famous users of social networks. This research is intended to study the process of creating personal branding through Instagram by Generation Z students at Bina Sarana Informatika University on Cengkareng campus, West Jakarta. The qualitative method with phenomenology approach was utilized in this research and four informants were selected using purposive sampling. The data were collected using an in-depth interviews technique, by observing the Instagram accounts of the selected respondents and documentation followed by data analysis using Miles and Huberman framework. The findings reveal that personal branding formation is done through Instagram visual management, selection of captions, and constant content updating, which leads to identity manifestation and self-image strengthening in the digital environment. Overall, this research brings conclusion that personal branding can be authentically conveyed by Generation Z people via their personal experiences, values, and behaviors in social networks like Instagram.
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