Personal Brand Mahasiswa Melalui Penggunaan OOTD (Studi Pada Mahasiswa Ilmu Komunikasi Angkatan 2023). (Student Personal Brand Through the Use of OOTD (Study on Communication Science Students Class of 2023)).

Alviana, Putri (2024) Personal Brand Mahasiswa Melalui Penggunaan OOTD (Studi Pada Mahasiswa Ilmu Komunikasi Angkatan 2023). (Student Personal Brand Through the Use of OOTD (Study on Communication Science Students Class of 2023)). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to analyze how the use of Outfit of the Day (OOTD) by Communication Science students of the 2023 batch can shape and strengthen their personal brand. Personal brand, in this context, refers to the personal image and identity projected by students through their daily fashion choices and appearance. The research method used is descriptive qualitative with data collection techniques in the form of observation of informants in the campus environment, in-depth interviews with a number of active communication science students of the 2023 batch, and documentation of the results of the informants. This study uses Erving Goffman's dramaturgy theory which views social interaction as a theater stage where individuals play certain roles to shape the perceptions of others. The results of the study show that students use OOTD as a tool to express themselves, their values, and build social networks. The use of OOTD also helps them in creating self-identity and being recognized by the public, which in turn strengthens their personal brand in academic and social environments. This study is expected to provide insight into the process of forming students' personal brands, especially communication science students. By understanding these dynamics, students can use OOTD more strategically to achieve their professional and personal goals.

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