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All Journal Jurnal Mirai Management Antasena: Governance and Innovation Journal
Salsabila, Reva Isyana
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences Other

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Analisis Self-branding: Persepsi Mahasiswa Universitas Tidar terhadap Prabowo Subianto Maulana, Tiorizal; Mawarni, Aruming Sekar; Salsabila, Reva Isyana; Kirani, Dinda Adia; Khasanah, Putri Nur; Nugraha, Joko Tri
ANTASENA: Governance and Innovation Journal Vol. 3 No. 1 (2025): Juni
Publisher : FIA Unkris Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61332/antasena.v3i1.312

Abstract

This study aims to analyze the understanding of Tidar University students regarding the self-branding strategy employed by Prabowo Subianto as a prominent national political figure. Self-branding is defined as a conscious and deliberate process of shaping a strong personal image through various communication channels, both direct and mediated via digital platforms. The study adopts a quantitative approach using a survey method, with a closed-ended questionnaire distributed randomly to 100 student respondents. The instrument is constructed based on four key indicators of self-branding: verbal communication, visual representation, social media usage, and the portrayal of leadership qualities. The collected data were analyzed using descriptive and inferential statistical techniques through SPSS software. The findings reveal that the majority of respondents perceived Prabowo’s self-branding efforts positively, particularly in terms of his assertive speech style that reflects a strong and charismatic personality. However, perceptions of his digital media image consistency varied among students, suggesting challenges in maintaining coherent messaging across platforms. Overall, the study concludes that Prabowo's self-branding strategy is effective in creating a robust public image among the student demographic. These findings contribute to the broader discourse in political communication studies, particularly regarding how public figures shape and maintain their personal brand in a rapidly evolving digital information landscape where perceptions can shift quickly due to media influence and social discourse.
Sikap Mahasiswa terhadap Nama Merek Shopee di Era Digital Permata Sari, Cindy Carolina; Salsabila, Reva Isyana; Joko Tri Nugraha, Fajri Umi Khomsatun, Tivany Aulia Rahman , Oktavia Vabriana Simarmata,
Jurnal Mirai Management Vol 11, No 1 (2026)
Publisher : STIE AMKOP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/mirai.v11i1.10410

Abstract

Penelitian ini bertujuan untuk menganalisis sikap mahasiswa terhadap nama merek Shopee di era digital. Nama merek memiliki peran penting dalam membentuk citra dan loyalitas konsumen, khususnya di kalangan generasi muda yang menjadi pengguna aktif e-commerce. Shopee dipilih sebagai objek penelitian karena merupakan salah satu platform belanja daring yang paling dikenal dan sering digunakan oleh mahasiswa. Penelitian ini menggunakan pendekatan kuantitatif deskriptif dengan 54 responden, yaitu mahasiswa Ilmu Administrasi Negara Universitas Tidar angkatan 2024. Data dikumpulkan melalui kuesioner skala Likert dan dianalisis menggunakan SPSS dengan metode analisis deskriptif. Hasil penelitian menunjukkan bahwa sikap mahasiswa terhadap nama merek Shopee secara keseluruhan berada dalam kategori positif. Pada dimensi kognitif, mahasiswa mudah mengenali dan mengingat nama Shopee; pada dimensi afektif, mereka menilai nama Shopee memberi kesan menyenangkan dan modern; sementara pada dimensi konatif, pengenalan terhadap nama merek meningkatkan minat, loyalitas, dan kecenderungan untuk merekomendasikan aplikasi. Kesimpulannya, nama merek Shopee memiliki pengaruh signifikan dalam membentuk persepsi positif dan perilaku loyal mahasiswa di era digital. Keywords: Sikap_Mahasiswa, Nama_Merek_Shopee, Era_Digital
Co-Authors Joko Tri Nugraha Joko Tri Nugraha, Fajri Umi Khomsatun, Tivany Aulia Rahman , Oktavia Vabriana Simarmata, Khasanah, Putri Nur Kirani, Dinda Adia Maulana, Tiorizal Mawarni, Aruming Sekar Permata Sari, Cindy Carolina