Adi, Refi Naufal (2026) ANALISIS BRAND PERSONALITY RAPZ HAIR STUDIO MELALUI MEDIA SOSIAL INSTAGRAM. Skripsi(S1) thesis, FISIP UNPAS.
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Abstract
This study analyzes the brand personality of Rapz Barbershop as constructed through its digital communication on Instagram. In the digital era, social media has become a key platform for shaping brand identity, engaging audiences, and strengthening brand positioning. Rapz Barbershop, as a Barbershop brand targeting male consumers, utilizes Instagram strategically through visual content, interaction patterns, and digital marketing techniques to communicate its brand character. This research aims to explore how the dimensions of brand personality proposed by Aaker (1997)—sincerity, excitement, competence, sophistication, and ruggedness—are represented through Rapz Barbershop’s digital communication practices. This research employs a qualitative method with in-depth interviews involving two expert informants (the owner and a social media specialist) and five supporting informants consisting of customers with different durations of loyalty and engagement. Data collection techniques include observation of Instagram content, documentation, and semi-structured interviews. The data were analyzed using Miles & Huberman’s interactive model, which includes data reduction, data display, and conclusion drawing/verification. This study concludes that the success of Rapz Barbershop's brand personality on social media is driven by consistent branding, strong visual identity, and interactive digital communication. The researcher recommends future studies to examine multiple social media platforms or adopt a mixed-method approach to obtain a more comprehensive analysis of brand personality in the digital landscape. Keywords: Brand Personality, Digital Communication, Social Media, Instagram Marketing, Barbershop Branding, Audience Perception.
| Item Type: | Thesis (Skripsi(S1)) |
|---|---|
| Subjects: | S1-Skripsi |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi 2026 |
| Depositing User: | S.Si Mochamad Yogi |
| Date Deposited: | 28 Apr 2026 06:30 |
| Last Modified: | 28 Apr 2026 06:30 |
| URI: | https://repository.unpas.ac.id/id/eprint/82839 |
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