Analisis Isi Brand Personality Media Sosial Boy Group K-pop TOMORROW X TOGETHER (TXT)

Fiona Evangeline Onggodjojo, Fanny Lesmana, Astri Yogatama

Abstract


Penelitian ini dilakukan untuk mengetahui brand personality apa yang disampaikan oleh boy group K-pop TOMORROW X TOGETHER (TXT) pada empat media sosial yang mereka gunakan, yaitu Instagram (@txt_bighit), Twitter (@TXT_members dan @TXT_bighit), TikTok (@txt.bighitent), dan Weverse (“TXT”). Total sampel yang digunakan dalam penelitian ini adalah 417 unggahan (posts). Peneliti memakai metode analisis isi kuantitatif untuk mencari tahu seperti apa brand personality yang disampaikan dalam pesan-pesan TXT di keempat media sosial yang mereka gunakan. Hasil penelitian memperlihatkan TXT sebagai merek yang menyampaikan pesan-pesan dengan brand personality dynamic, aggressive, dan simple di Instagram; brand personality active dan simple di Twitter @TXT_members; brand personality active di Twitter @TXT_bighit; brand personality dynamic dan aggressive di TikTok, dan brand personality active di Weverse. Selain itu, peneliti menemukan brand personality keempat media sosial ini cocok digunakan untuk menarik perhatian dan berkomunikasi dengan target audience dari kalangan Gen Z kecuali brand personality aggressive di media sosial Instagram yang lebih cocok untuk millennials.


Keywords


Komunikasi pemasaran, brand personality, media sosial, TOMORROW X TOGETHER

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