Persepsi Audiens dalam Memberikan Like dan Komentar pada Konten #JORDIISHERE di Instagram @persija

Raihan, Muhammad Aldy (2026) Persepsi Audiens dalam Memberikan Like dan Komentar pada Konten #JORDIISHERE di Instagram @persija. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

Konten media sosial Persija Jakarta melalui akun Instagram @Persija menunjukkan tingginya keterlibatan audiens dalam merespons pengenalan pemain baru. Salah satu konten yang menonjol adalah #JORDIISHERE yang memperoleh respons lebih tinggi dibandingkan konten pengenalan pemain Persija lainnya. Fenomena ini menarik untuk dikaji karena Jordi Amat merupakan figur yang telah dikenal oleh pencinta sepak bola Indonesia melalui pengalaman internasional, kiprahnya bersama Tim Nasional Indonesia, serta statusnya sebagai pemain naturalisasi. Penelitian ini bertujuan untuk menganalisis persepsi audiens terhadap konten #JORDIISHERE pada akun Instagram @Persija. Penelitian menggunakan pendekatan kualitatif dengan metode deskriptif. Data diperoleh melalui wawancara mendalam terhadap lima informan yang terdiri atas empat pendukung Persija Jakarta dan satu informan bukan pendukung Persija yang telah menyaksikan konten #JORDIISHERE. Analisis data menggunakan model Miles dan Huberman, sedangkan keabsahan data dilakukan melalui triangulasi teori dan triangulasi sumber. Penelitian menggunakan teori karakteristik konten yang meliputi credible content, shareable content, useful content, entertaining content, dan relevant content, serta teori persepsi yang terdiri atas tahapan selection, organization, dan interpretation. Hasil penelitian menunjukkan bahwa karakteristik konten #JORDIISHERE menjadi stimulus awal dalam proses persepsi audiens. Kredibilitas informasi, kualitas visual, manfaat informasi, unsur hiburan, dan relevansi konten secara umum membentuk persepsi positif audiens melalui proses pemilihan, pengorganisasian, dan interpretasi informasi. Meskipun terdapat perbedaan penilaian terhadap elemen tertentu, seperti penggunaan hashtag dan kondisi rumput lapangan, hal tersebut tidak menjadi faktor dominan dalam membentuk persepsi keseluruhan audiens. Persepsi positif terhadap konten selanjutnya mendorong keterlibatan audiens dalam bentuk like, komentar, membagikan konten, dan bentuk interaksi lainnya. Penelitian ini menunjukkan bahwa karakteristik konten yang disajikan secara kredibel, informatif, menghibur, dan relevan berperan dalam membentuk persepsi audiens serta mendorong keterlibatan dalam ruang media sosial. Social media content published by Persija Jakarta through its Instagram account, @Persija, has demonstrated high audience engagement in response to new player announcements. One notable example is #JORDIISHERE, which received higher audience responses compared to other Persija player announcement content. This phenomenon is interesting to examine because Jordi Amat is a figure who is already known among Indonesian football enthusiasts through his international experience, his involvement with the Indonesian National Team, and his status as a naturalized player. This study aims to analyze audience perceptions of the #JORDIISHERE content published on the @Persija Instagram account. The study employs a qualitative approach with a descriptive method. Data were obtained through in-depth interviews with five informants, consisting of four Persija Jakarta supporters and one non-Persija supporter who had viewed the #JORDIISHERE content. Data were analyzed using the Miles and Huberman model, while data validity was established through theoretical and source triangulation. The study applies the content characteristics theory, which includes credible content, shareable content, useful content, entertaining content, and relevant content, as well as perception theory consisting of the stages of selection, organization, and interpretation. The findings indicate that the characteristics of the #JORDIISHERE content served as the initial stimulus in the audience perception process. Information credibility, visual quality, informational value, entertainment, and content relevance generally contributed to positive audience perceptions through the processes of selecting, organizing, and interpreting information. Although informants differed in their perceptions of certain elements, such as the use of the hashtag and the condition of the field grass, these elements did not become dominant factors in shaping their overall perceptions of the content. Positive perceptions of the content subsequently encouraged audience engagement in the form of likes, comments, content sharing, and other forms of interaction. This study demonstrates that content characteristics presented in a credible, informative, entertaining, and relevant manner play an important role in shaping audience perceptions and encouraging engagement within the social media environment.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	karakteristik konten, persepsi audiens, media sosial, Instagram, engagement content characteristics, audience perception, social media, Instagram, engagement
Subjects:	Communication Science > Digital Communication Communication Science > Mass Media Communication Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi
Depositing User:	Muhammad Aldy Raihan
Date Deposited:	15 Sep 2026 08:19
Last Modified:	15 Sep 2026 08:19
URI:	https://repository.bakrie.ac.id/id/eprint/14660

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