Analisis Isi Film Dokumenter Stephen Curry: Underrated dalam Pembentukan Personal Branding sebagai Figur Atlet Basket

Korompis, Daniel Luther Ceivert (2026) Analisis Isi Film Dokumenter Stephen Curry: Underrated dalam Pembentukan Personal Branding sebagai Figur Atlet Basket. S1 thesis, Universitas Kristen Indonesia.

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Abstract

Penelitian ini bertujuan untuk mengetahui pembentukan personal branding pemain basket Stephen Curry dalam film dokumenter “Stephen Curry: Underrated”. Metode yang digunakan adalah analisis isi kuantitatif dengan melibatkan dua orang coder. Melalui teknik purposive sampling, ditetapkan 14 unit sampel berbasis waktu untuk dianalisis menggunakan delapan hukum personal branding Peter Montoya. Hasil penelitian menunjukkan bahwa citra Curry sangat didominasi oleh elemen Specialization (Spesialisasi) dan Visibility (Keterlihatan), yang masing masing muncul sebanyak 16 kali. Hal ini membuktikan bahwa daya tarik Curry dibangun melalui kombinasi antara keahlian menembak tiga angka yang unik dan kepopulerannya di media massa. Sementara itu, elemen Unity (Kesatuan) menjadi yang paling rendah karena hanya muncul sebanyak satu kali. Berdasarkan uji reliabilitas rumus Holsti, diperoleh angka 0,734 (73%), yang berarti data penelitian ini konsisten dan dapat dipercaya karena melebihi batas minimal 0,70. Kesimpulannya, film dokumenter ini sukses membangun citra atlet yang kuat dan nyata lewat keseimbangan antara prestasi di lapangan dan pengakuan publik. Kata Kunci: Personal Branding, Figur Atlet Bola Basket, Analisis Isi Kuantitatif, Stephen Curry / This study aims to determine the formation of the personal branding of basketball player Stephen Curry in the documentary film “Stephen Curry: Underrated”. The method used is quantitative content analysis involving two coders. Through a purposive sampling technique, 14 time-based sample units were established to be analyzed using Peter Montoya's eight laws of personal branding. The results show that Curry's image is heavily dominated by the elements of Specialization and Visibility, each appearing 16 times. This proves that Curry's appeal is built through a combination of his unique three-point shooting ability and his popularity in the mass media. Meanwhile, the Unity element is the lowest, appearing only once. Based on the reliability test using the Holsti formula, a coefficient of 0.734 (73%) was obtained, which means the research data is consistent and reliable because it exceeds the minimum threshold of 0.70. In conclusion, this documentary successfully builds a strong and realistic athlete image through a balance between on-court achievements and public recognition. Keywords: Personal Branding, Basketball Athlete Figure, Quantitative Content Analysis, Stephen Curry

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