ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI BRAND RESONANCE DAN BRAND PERSONALITY JKT48 PADA MEDIA SOSIAL INSTAGRAM

SARASWATI, FRANSISCA (2023) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI BRAND RESONANCE DAN BRAND PERSONALITY JKT48 PADA MEDIA SOSIAL INSTAGRAM. S1 thesis, UNIVERSITAS KRISTEN INDONESIA.

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Abstract

Industri musik Indonesia terus berkembang seiring waktu dengan lahirnya budaya girlband dan boyband sebagai bukti masuknya influence dari negara lain seperti Amerika Serikat dan Korea Selatan. Salah 1 grup yang populer di Indonesia adalah JKT48 yang sudah bertahan hampir 11 tahun dan membuat JKT48 memiliki banyak sekali penggemar yang loyal terhadap idol group tersebut. Untuk meningkatkan kualitas serta intensitas, JKT48 perlu membangun karakteristik yang kuat dengan memperkuat brand personality dan membangun loyalitas dari ikatan emosional dengan para penggemar dengan brand resonance. Penelitian ini bertujuan untuk mencari tahu apa saja faktor-faktor yang berpengaruh terhadap brand resonance JKT48 pada media sosial instagram yang terbentuk dari dimensi Intensity meliputi indikator Behavioral Loyalty dan Attitudinal attachment, serta Activity meliputi indikator Sense of community dan Active engagement. Selain itu, penelitian ini juga mencari tahu faktor yang berpengaruh terhadap brand personality JKT48 pada media sosial instagram yang terbentuk dari dimensi sincerity (down to earth, honest, wholesome, cheerful), excitement (daring, spirited, imaginative, serta up- to-date), competence (relieable, intelligent, successful), sophistication (upper class, charming), dan rudgeness (outdoorsy, tough). Penelitian ini menggunakan metode kuantitatif yang menggunakan pengumpulan data primer dengan kuesioner yang dibagikan melalui Google Form kepada 400 responden. Hasil penelitian ini menunjukkan dimensi activity memiliki pengaruh yang lebih kuat terhadap Brand Resonance sehingga JKT48 bisa meningkatkan keterlibatan komunitas pecinta JKT48 dalam setiap kegiatan atau promosi JKT48 yang dilakukan melalui media sosial instagram. Sementara itu, dimensi sophistication memiliki pengaruh yang lebih kuat terhadap Brand Personality JKT48 pada media sosial Instagram sehingga JKT48 bisa meningkatkan kelebihan dari segi fisik, fashion, penampilan dan daya tarik lainnya yang diposting di media sosial instagram milik JKT48."/"The Indonesian music industry continues to develop over time with the birth of girlband and boyband culture as evidence of the influx of influences from other countries such as the United States and South Korea. One of the most popular groups in Indonesia is JKT48, which has lasted for almost 11 years and has made JKT48 have a lot of fans who are loyal to the idol group. To increase quality and intensity, JKT48 needs to build strong characteristics by strengthening brand personality and building loyalty from emotional ties with fans with brand resonance. This study aims to find out what are the factors that significantly influence JKT48's brand resonance on Instagram social media which is formed from the Intensity dimension including Behavioral Loyalty and Attitudinal attachment indicators, and Activity including Sense of community and Active engagement indicators. In addition, this study also finds out the factors that significantly influence JKT48's brand personality on Instagram social media which are formed from the dimensions of sincerity (down to earth, honest, wholesome, cheerful), excitement (online, spirited, imaginative, and up-to-date). date), competence (reliable, intelligent, successful), sophistication (upper class, charming), and rudgeness (outdoorsy, tough). This study uses a quantitative method that uses primary data collection with questionnaires distributed via Google Form to 400 respondents. The results of this study indicate that the activity dimension has a stronger influence on Brand Resonance so that JKT48 can increase the involvement of the JKT48 lover community in every JKT48 activity or promotion carried out through Instagram social media. Meanwhile, the sophistication dimension has a stronger influence on JKT48's Brand Personality on Instagram social media so that JKT48 can increase its advantages in terms of physical, fashion, appearance and other attractiveness posted on JKT48's Instagram social

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