Hubungan Antara Personal Branding Pramugari Di Media Sosial Dengan Tingkat Engagement Dan Persepsi Profesionalisme

Priyanti, Natasha Aulia (2026) Hubungan Antara Personal Branding Pramugari Di Media Sosial Dengan Tingkat Engagement Dan Persepsi Profesionalisme. Masters thesis, Institut Teknologi Sepuluh Nopember.

Text 6032242063-Master_Thesis.pdf - Accepted Version Restricted to Repository staff only Download (2MB) | Request a copy

Abstract

Perubahan cara individu dalam membangun citra diri di media sosial telah berubah seiring perkembangan media sosial. Beberapa pramugari saat ini sering mengunggah konten mengenai pekerjaan ataupun berkaitan dengan pekerjaan sebagai pramugari, namun beberapa konten yang diunggah bersifat spontan dan belum didukung dengan strategi personal branding yang jelas. Tujuan dari penelitian ini (1) menguji pengaruh personal branding pramugari di media sosial terhadap tingkat engagement audiens dan profesionalisme pramugari (2) menguji peran engagement dalam menjelaskan hubungan antara personal branding dan profesionalisme pramugari di media sosial (3) mengidentifikasi strategi personal branding pramugari di media sosial dalam membangun citra profesional dan meningkatkan engagement di media sosial. Pengambilan sampel dilakukan dengan kombinasi teknik purposive sampling dan snowball sampling. Sumber data merupakan data primer yang diperoleh dari wawancara langsung kepada pramugari melalui metode in-depth interview dan kuesioner secara daring dengan 180 responden. Penelitian menggunakan analisis deskriptif dan analisis PLS-SEM. Hasil analisis deskriptif menunjukkan bahwa variabel personal branding, tingkat engagement audiens, dan persepsi profesionalisme berada pada kategori tinggi. Hasil analisis PLS-SEM menunjukkan bahwa personal branding berpengaruh positif dan signifikan terhadap persepsi profesionalisme dan tingkat engagement audiens, tingkat engagement berpengaruh positif dan signifikan terhadap persepsi profesionalisme, serta personal branding berpengaruh positif dan signifikan secara tidak langsung terhadap persepsi profesionalisme melalui tingkat engagement audiens. Implikasi manajerial penelitian ini yaitu pramugari perlu menyusun konsep identitas digital yang jelas dan terarah, mengunggah konten mengenai aktivitas kerja dan pengalaman penerbangan sebagai edukasi bagi audiens, serta membangun komunikasi dua arah di media sosial dengan cara membalas komentar dan merespon pesan. Maskapai penerbangan perlu membuat kebijakan berupa panduan mengenai etika digital, jenis konten yang diperbolehkan, serta batasan dalam penggunaan media sosial untuk menjaga citra perusahaan dan mendukung personal branding karyawan. Pelatihan terkait digital personal branding bagi pramugari perlu dilakukan untuk meningkatkan kemampuan membangun citra diri dan reputasi perusahaan.
======================================================================================================================================
The way individuals build their self-image on social media has changed along with the development of social media. Currently, some flight attendants often post content related to their work or profession as flight attendants; however, some of the content they upload is spontaneous and not yet supported by a clear personal branding strategy. The aims of this research are (1) to examine the influence of flight attendants' personal branding on social media on audience engagement levels and flight attendant professionalism (2) to examine the role of engagement in explaining the relationship between personal branding and flight attendant professionalism on social media (3) to identify flight attendants' personal branding strategies on social media in building a professional image and increasing social media engagement. Sampling was conducted using a combination of purposive sampling and snowball sampling techniques. The data source was primary data obtained through direct interviews with flight attendants using in-depth interview methods and online questionnaires distributed to 180 respondents. The study employed descriptive analysis and PLS-SEM analysis. The descriptive analysis results indicate that the variables of personal branding, audience engagement levels, and perceptions of professionalism fall into the high category. The PLS-SEM analysis results show that personal branding has a positive and significant effect on perceptions of professionalism and audience engagement levels; engagement has a positive and significant effect on perceptions of professionalism; and personal branding has a positive and significant indirect effect on perceptions of professionalism through audience engagement levels. The managerial implications are that flight attendants need to develop a clear and directed digital identity concept, upload content about work activities and flight experiences to educate their audience, and build two-way communication on social media by replying to comments and responding to messages. Airlines need to establish policies in the form of guidelines regarding digital ethics, permissible content types, and limitations on social media use to protect the company's image and support employee personal branding. Training related to digital personal branding for flight attendants is necessary to enhance their ability to build self-image and the company's reputation.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	engagement, personal branding, PLS-SEM, pramugari, profesionalisme
Subjects:	H Social Sciences > HM Sociology > HM742 Online social networks.
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Natasha Aulia Priyanti
Date Deposited:	28 Jul 2026 04:29
Last Modified:	28 Jul 2026 04:29
URI:	http://repository.its.ac.id/id/eprint/138620

Actions (login required)

View Item