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

Universitas Sriwijaya

Author

LESTARI, SYADILA
Nomaini, Faisal
Ilham, Muhamad Hidayatul

Subject

H Social Sciences (General) 

Datestamp

2023-05-25 04:28:54 

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 

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