Yuli Sartika, - (2019) PENGARUH PERSONAL BRANDING FASHION INFLUENCER @JOVIADHIGUNA DI INSTAGRAM TERHADAP MINAT FASHION ANDROGINI : Studi pada followers siswa di SMKN 9 Bandung Jurusan Tata Busana. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Penelitian terkait pengaruh personal branding fashion influencer di media sosial seperti Instagram penting untuk dilakukan. Selain gaya hidup siswa yang berkembang dengan cepat, dan terlebih lagi mereka bersentuhan langsung dengan internet, hal ini mengakibatkan timbulnya minat siswa pada hal-hal baru, seperti pada perkembangan fashion androgini yang dipopulerkan oleh beberapa public figure di tanah air. Salah satu public figure yang ikut serta mempopulerkan fashion tersebut adalah Jovi Adhiguna Hunter, dirinya merupakan seorang fashion influencer yang cukup terkenal di dunia fashion di Indoensia. Penelitian ini bertujuan untuk mengetahui pengaruh dari personal branding fashion influencer Jovi Adhiguna Hunter pada akun Instagramnya terhadap minat fashion androgini para pengikutnya. Metode penelitian yang digunakan dalam penelitian ini adalah metode kuantitatif dengan studi penelitian pada siswa jurusan tata busana yang menjadi followers Jovi Adhiguna di SMKN 9 Bandung. Hasil penelitian ini menunjukan bahawa secara silmultan, terdapat pengaruh yang kuat dari personal branding Jovi Adhiguna di Instagram terhadap minat fashion androgini dengan nilai koefesiensi determinan 84,2%. Dari ketujuh variable (X) yang memiliki pengaruh paling besar yitu dimensi maksud baik mengenai persepsi positif para followers Jovi Adhiguna, yang mana mereka ingin mengubah style fashion mereka menjadi seperti Jovi Adhiguna. Sedangkan dimensi yang memiliki pengaruh paling rendah yaitu pada dimensi kepemimpinan. Kata Kunci: Personal Branding fashion influencer, Minat Fashion Androgini, media sosial instagram ----------- The study related to the influence of personal branding fashion influencer in social media as Instagram is important to be conducted. In addition to students’ life style which rapidly increases, and they have a direct contact with an internet, it affects the emergence of students’ interest on the new things such as on the growth of androgyny fashion popularized by several public figures in Indonesia. One of public figure who popularizes its fashion is Jovi Adhiguna Hunter, in which he is a famous fashion influencer in the fashion world in Indonesia. This study is purposed to find out the influence of Jovi Adhiguna Hunter’s personal branding fashion influencer on his Instagram toward their followers’ interest on androgyny fashion. Research method used in this study is quantitative method with the research study on fashion students who are Jovi’s followers in SMKN 9 Bandung. The result of this study indicates that simultaneously, there is a strong influence from Jovi Adhiguna Hunter’s personal branding in Instagram toward students’ interest in androgini fashion with the determinant coefficient of 84,2%. From the seventh variable (X) which has a strong influence is on good intention regarding positive perception of Jovi’s followers, in which they want to change their style as well as Jovi Adhiguna Hunter. Whereas, the dimension who has the lowest influence is on leadership dimension. Keywords: Personal Branding Fashion Influencer, Fashion Interest of Androgini, social media of Instagram
| Item Type: | Thesis (S1) |
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| Additional Information: | No. Panggil : S KOM YUL p-2019 ; Pembimbing : I. Ridwan Effendi, II. Eki Baihaki ; NIM : 1506625 |
| Uncontrolled Keywords: | Personal Branding fashion influencer, Minat Fashion Androgini, media sosial instagram |
| Subjects: | L Education > LB Theory and practice of education > LB1603 Secondary Education. High schools T Technology > TT Handicrafts Arts and crafts |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Ilmu Komunikasi |
| Depositing User: | Yuli Sartika |
| Date Deposited: | 08 Jan 2020 04:03 |
| Last Modified: | 08 Jan 2020 04:03 |
| URI: | http://repository.upi.edu/id/eprint/44300 |
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