Komparasi Pembentukan Personal Brand Anies Baswedan Pada Kelompok Yang Terterpa Dan Yang Tidak Terterpa Tayangan “Desak Anies” Di Youtube (Studi Eksperimen Pada Mahasiswa Kelas Karyawan Ilmu Komunikasi Universitas Bakrie)

Rajagukguk, Gabriel Alexander Maruli Hasiholan (2024) Komparasi Pembentukan Personal Brand Anies Baswedan Pada Kelompok Yang Terterpa Dan Yang Tidak Terterpa Tayangan “Desak Anies” Di Youtube (Studi Eksperimen Pada Mahasiswa Kelas Karyawan Ilmu Komunikasi Universitas Bakrie). Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

This research uses a quantitative research method aimed at comparing the formation of Anies Baswedan's personal brand between groups exposed and not exposed to the "Desak Anies" broadcast on YouTube (an experimental study on part-time Communication Science students at Bakrie University). The study was conducted to understand the influence of the "Desak Anies" broadcast on YouTube on the formation of Anies Baswedan's personal brand, considering the importance of digital media in modern political communication. Digital media allows politicians to interact directly with the audience, build an image, and convey messages or vision and mission effectively. In modern politics, a strong personal brand can distinguish a figure from their competitors and build voter loyalty. This study also fills a gap in previous research that has not extensively examined the influence of digital content, especially YouTube, on the personal brand of politicians. Additionally, this research aims to enhance political understanding and participation, particularly among students and first-time voters. The sample size in this study consisted of 30 individuals each for the groups exposed and not exposed to the "Desak Anies" broadcast on YouTube. To prove and analyze this, validity tests, reliability tests, normality tests, and difference tests (T-tests) were used. The test results showed a significant difference in the formation of Anies Baswedan's personal brand between the two groups. These results were obtained from the T-test table, where the significance value for the non-exposed group was 0.767, while for the exposed group it was 0.00. Based on the significance value and the basis for decision-making, it was concluded that a value of 0.767 > 0.05 and 0.00 < 0.05. Thus, it is clear that the "Desak Anies" broadcast on YouTube influences the formation of Anies Baswedan's personal brand in the exposed group.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Personal Brand, Anies Baswedan, Desak Anies, YouTube
Subjects:	Communication Science Communication Science > Marketing Communications Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi
Depositing User:	Gabriel Alexander Maruli Hasiholan Rajagukguk
Date Deposited:	02 Sep 2024 04:37
Last Modified:	02 Sep 2024 04:37
URI:	https://repository.bakrie.ac.id/id/eprint/10260

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