Brand Personality Achmad Zaky Sebagai Chief Executive Officer Bukalapak Dalam Media Sosial Instagram
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Abstract
Social media has become an important medium for people in everyday communication activities. Social media use is not only limited for individuals, but also organization such as the government and corporation to convey and collect informations. One of the most popular social media is Instagram. As one of the most used social media, both individuals and firms use Instagram as a medium to build their image. As a founder and CEO of Bukalapak, Achmad Zaky uses Instagram to show the image he wants to build and perceived by the audience. This research attempt to see the identity built by Zaky through his Instagram account @achmadzaky using the theory of brand personality. As a CEO, the image of Achmad Zaky could affect the image of the firm that he is in charge with. This assumption is supported by the phenomenon of the hashtag #UninstallBukalapak in various social media platforms after Zaky threw a statement that many considered political in his social media account in February 14th 2019. Quantitative approached is used in this research with content analysis method. 58 Instagram post in @achmadzaky account are taken as sample during the period from December 7th 2018 to May 5th 2019. To illustrate the comparation in the brand personality Zaky tried to convey, the author divide the data sample into two data set marked by the phenomenon of #UninstallBukalapak. The purpose of this research is to find Achmad Zaky’s brand personality through contents in his Instagram account before and after #UninstallBukalapak. This research uses Aaker’s brand personality dimension as the main analytical tool which consist of sincerity, excitement, competence, sophistication, and ruggedness dimensions. The result in two data sets shows that the most often appear dimensions are sincerity with 68,3% and 76,5%, excitement 75,6% and 52,9%, and competence 82,9% and 76,5%, while the number of contents after #UninstallBukalapak phenomenon decreases significantly.
Media sosial merupakan media digital yang digunakan oleh banyak orang untuk melakukan komunikasi. Tidak hanya individu, namun organisasi seperti pemerintah dan perusahaan menggunakan media sosial untuk memberikan dan memperoleh informasi. Salah satu media sosial paling populer adalah Instagram. Sebagai salah satu media sosial yang paling banyak digunakan, banyak individu maupun perusahaan yang menggunakan Instagram sebagai medium untuk membangun citra. Sebagai seorang CEO dan pendiri perusahaan Bukalapak, Achmad Zaky menggunakan Instagram untuk menunjukkan citra yang ingin dibangun dan dilihat oleh khalayak. Penelitian ini berusaha melihat identitas yang ingin dibangun melalui akun instagram @achmadzaky dengan menggunakan teori brand personality. Sebagai CEO, citra Achmad Zaky mempunyai pengaruh terhadap citra perusahaan yang dipimpin, yaitu Bukalapak. Asumsi ini diperkuat dengan adanya fenomena #UninstallBukalapak di media sosial setelah Achmad Zaky melontarkan pernyataan yang dinilai politis oleh publik di akun Twitter miliknya pada 14 Februari 2019. Penelitian ini menggunakan pendekatan kuantitatif dengan metode analisis konten. Sampel yang digunakan adalah 58 post Instagram @achmadzaky pada periode 7 Desember 2018 hingga 5 Mei 2019. Untuk mendapatkan perbandingan brand personality yang ada dalam konten, peneliti membagi sampel data menjadi dua set data yang ditandai oleh fenomena #UninstallBukalapak. Tujuan dari penelitian ini adalah untuk mengetahui brand personaliy Achmad Zaky melalui konten dari akun Instagramnya sebelum dan sesudah kemunculan #UninstallBukalapak. Penelitian ini menggunakan teori brand personality dari Aaker sebagai alat analisis utama yang meliputi dimensi sincerity, excitement, competence, sophistication, dan ruggedness. Temuan dalam dua set data menunjukkan bahwa dimensi yang paling banyak muncul adalah sincerity sebesar 68,3% dan 76,5%, excitement sebesar 75,6% dan 52,9%, dan competence sebesar 82,9% dan 76,5%, sedangkan jumlah konten setelah fenomena #UninstallBukalapak berkurang secara signifikan.
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