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All Journal Jurnal The Messenger Jurnal Ilmu Komunikasi dan Bisnis
Stephanie Bella Saputri
Universitas Pelita Harapan
Humanities Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Social Sciences

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Strategi Manajemen Impresi dalam Mewujudkan Citra dan Aspirasi Agen pada Bisnis Multi Level Marketing Stephanie Bella Saputri
Jurnal Ilmu Komunikasi dan Bisnis Vol 11 No 1 (2025): Oktober 2025
Publisher : Universitas Tarakanita

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36914/tn5d9a56

Abstract

Penelitian ini bertujuan untuk menganalisis praktik manajemen impresi yang dilakukan oleh agen Oriflame melalui media sosial Instagram dalam membangun citra profesional dan kredibilitas bisnis Multi-Level Marketing (MLM). Dalam konteks industri yang sering menghadapi stigma negatif, media sosial menjadi arena strategis bagi agen untuk menampilkan identitas profesional, moral, dan sosial yang dapat meningkatkan kepercayaan publik. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus dan teknik pengumpulan data melalui observasi konten, wawancara mendalam dengan tujuh informan, serta analisis dokumentasi digital. Validitas data diperkuat melalui triangulasi sumber dan teknik. Hasil penelitian menunjukkan bahwa strategi ingratiation menjadi bentuk manajemen impresi paling dominan, diwujudkan melalui narasi kebersamaan, empati, dan dukungan soial yang membangun citra ramah dan dapat dipercaya. Strategi self-promotion dan exemplification digunakan secara selektif untuk menegaskan kompetensi, kredibilitas, serta moralitas profesional, sedangkan supplication diterapkan secara terbatas untuk menjaga keseimbangan antara kedekatan emosional dan citra profesional. Analisis dramaturgi Goffman memperlihatkan bahwa Instagram berfungsi sebagai panggung depan tempat agen menampilkan citra ideal, sementara ruang privat seperti direct message dan close friends menjadi panggung belakang untuk mengelola realitas personal yang tidak terekspos publik. Temuan ini menunjukkan bahwa manajemen impresi di era digital bersifat dinamis dan multidimensi, melibatkan negosiasi berkelanjutan antara keautentikan, strategi visual, dan logika algoritmik. Secara teoritis, penelitian ini menekankan fungsi representasi korporatif dari praktik manajemen impresi. Secara praktis, hasil penelitian ini merekomendasikan pentingnya pedoman etika komunikasi digital yang menekankan transparansi, empati, dan konsistensi dalam membangun reputasi bisnis berbasis jaringan di era ekonomi digital.
Consumer Participation in Co-Creation: Exploring Its Role in Shaping Brand Image Jessica Ariella Senjaya; Sigit Pamungkas; Stephanie Bella Saputri
Jurnal The Messenger Vol. 18 No. 2 (2026): May-August
Publisher : Universitas Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26623/themessenger.v18i2.14038

Abstract

Purpose: This study examines how consumer participation in co-creation influences the brand image of Teh Botol Sosro within a participatory marketing context. Recent research has increasingly shifted from firm-centered branding toward consumer involvement in co-creating brand value and meaning through digital and social media interactions. However, prior studies have often focused on consumers with established brand relationships, leaving limited understanding of how non-loyal consumers experience open co-creation initiatives. This study addresses this gap by examining how both loyal and non-loyal consumers construct brand meaning through participation in the 2025 Teh Botol Sosro Packaging Design Competition.   Methods: A descriptive qualitative approach with a phenomenological method was employed. Data were collected through in-depth interviews with six purposively selected participants, comprising loyal and non-loyal consumers as well as winners and non-winners. Data were analyzed through data reduction, data display, and conclusion drawing.   Findings: Consumer participation functioned as an experiential mechanism that strengthened brand image through cognitive, emotional, and creative engagement. Access and risk-benefit considerations were more prominent than dialogue and transparency. Participation generated stronger, more favorable, and distinctive brand associations, while non-loyal consumers also contributed to brand meaning through creative participation.   Originality: This study extends co-creation research by positioning loyal and non-loyal consumers as active meaning-makers in participatory brand image formation, offering empirical insight into how open creative participation can reshape brand perceptions beyond pre-existing brand loyalty.
Co-Authors Jessica Ariella Senjaya Sigit Pamungkas