Analisis personal branding influencer aghnia punjabi dalam perspektif etika bisnis islam

Layinnatushifah, Layinnatushifah (2021) Analisis personal branding influencer aghnia punjabi dalam perspektif etika bisnis islam. Undergraduate thesis, IAIN Palangka Raya.

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Abstract

Penelitian ini berupaya untuk mengetahui Analisis Personal Branding Influencer Aghnia Punjabi Dalam Perspektif Etika Bisnis Islam. Penelitian ini dilatarbelakangi oleh fenomena semakin maraknya profesi influencer media sosial di Indonesia. Fenomena influencer media sosial yang begitu populer tersebut tentunya tidak lepas dari personal branding yang mereka miliki, dimana personal branding tersebut berfungsi membangun serta menjaga eksistensi seorang influencer tetap diminati audiens. Salah satu influencer dengan keberhasilan membangun serta menjaga eksistensi dengan pencapaian sebanyak 1.1 juta followers adalah Aghnia Punjabi. Penelitian ini bertujuan untuk mengetahui bagaimana karakteristik personal branding influencer Aghnia Punjabi serta mengetahui bagaimana karakteristik personal branding influencer Aghnia Punjabi dalam perspektif etika bisnis Islam.

Penelitian ini merupakan jenis penelitian lapangan dengan menggunakan metode kualitatif deskriptif serta menggunakan pendekatan content analysis. Penelitian ini menggunakan teknik pengumpulan data berupa observasi, wawancara, dan dokumentasi, menggunakan metode pengabsahan data berupa triangulasi teori dan triangulasi sumber, serta menggunakan teknik analisis data berupa collection, reduction, display, dan verification.

Hasil penelitian ini menunjukkan bahwa pertama, Aghnia Punjabi merupakan influencer media sosial instagram yang tidak sepenuhnya menunjukkan seluruh aspek dirinya secara apa adanya, kurang menerapkan moral yang berlaku ditengah masyarakat, menggalangkan event hanya sebatas meningkatkan impulse buying, kurang menggali kemampuan diri dengan utuh, kerap kali turut menyajikan tayangan berbau sindiran halus, serta turut memperjualbelikan produk hasil endorse. Kemudian yang kedua, Aghnia Punjabi merupakan influencer media sosial instagram yang tidak sepenuhnya dalam menerapkan etika jujur serta tidak sepenuhnya dalam menutup aurat dalam setiap tayangan kontennya tersebut. Namun dalam penerapan keadilan, penepatan janji, amanah, dan penerapan prinsip-prinsip sedekah telah Aghnia Punjabi lakukan sepenuhnya.

ABSTRACT

This study seeks to determine Personal Branding Analysis influencer Aghnia Punjabi In Islamic Business Ethics Perspective. This research motivated by the phenomenon of the increasing popularity of the social media influencer profession in Indonesia. The phenomenon of the very popular social media influencer Of course, it cannot be separated from the personal branding they have, which is personal The branding has the function of building and maintaining one's accessibility influencers remain in demand by audiences.

One of the influencers with success build and maintain existence with the achievement of as many as 11 million followers are Aghnia Punjabi. This study aims to determine how the personal branding characteristics of influencers Aghnia Punjabi as well know how the personal branding characteristics of influencer Aghnia Punjabi in the perspective of Islamic business ethics.
This research is a type of field research using descriptive qualitative methods and using a content analysis approach. This study uses data collection techniques in the form of observation, interviews, and documentation, using data validation methods such as triangulation of theory and triangulation of sources, and using data analysis techniques in the form of collection, reduction, display, and verification.

The results of this study indicate that first, Aghnia Punjabi is an Instagram social media influencer who does not fully show all aspects of himself as he is, does not apply the prevailing morals in society, organizing events is only limited to increasing impulse buying, does not fully explore his own abilities, often takes part presenting impressions that smelled of subtle satire, as well as participating in the trading of endorsed products. Then secondly, Aghnia Punjabi is an Instagram social media influencer who is not completely in applying honest ethics and is not completely covering her genitals. However, in the application of justice, the placement of promises, mandates, and the application of the principles of alms, Aghnia Punjabi has done it completely.

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