TISYA, WIN AINI (2025) Strategi Pemilihan Brand Ambassador Non-Celebrity Dalam Kampanye Komunikasi Komunitas Mental Health Kelana Jiwa Pada Media Sosial Instagram. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study examines the strategy of selecting non-celebrity Brand Ambassadors by the Kelana Jiwa community in its mental health communication campaign on Instagram. The research is motivated by the increasing prevalence of mental health issues among Indonesian youth and the role of online communities like Kelana Jiwa as safe spaces addressing psychological challenges. A qualitative case study approach was used, employing in-depth interviews, social media observations, and documentation analysis of the BA program. Findings reveal that the internal selection mechanism for non-celebrity BAs is systematic, transparent, and valuesdriven. Candidates are evaluated based on criteria such as alignment with the community’s core values, ability to produce educational content, emotional engagement with the audience, and honesty in their narrative (trustworthiness). Source credibility is assessed using Hovland’s framework: trustworthiness (consistency and integrity of messaging), expertise (competence in conveying mental health information), and attractiveness (emotional relatability and audience connection). The decision to employ non-celebrity BAs was reflective and collaborative, accounting for resource constraints, mission alignment, and observed increases in audience participation. In conclusion, selecting non-celebrity brand ambassadors functions as a participatory, representative communication strategy that enhances the credibility of messaging and audience engagement on mental health issues.
| Item Type: | Thesis (S1) | ||||||
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| Additional Information: | Penelitian ini mengkaji strategi pemilihan Brand Ambassador (BA) non-selebriti oleh komunitas Kelana Jiwa dalam kampanye komunikasi kesehatan mental di Instagram. Latar belakang penelitian didorong oleh peran komunitas kesehatan mental seperti Kelana Jiwa sebagai ruang aman bagi remaja menghadapi tantangan psikologis, di tengah tingginya prevalensi gangguan mental dan rendahnya akses layanan formal. Pendekatan penelitian kualitatif studi kasus digunakan dengan teknik pengumpulan data: wawancara mendalam, observasi media sosial, dan dokumentasi program BA. Hasil penelitian menunjukkan proses seleksi BA non-selebriti Kelana Jiwa bersifat sistematis dan terbuka, berbasis nilai dan kejujuran kandidat. Calon BA dievaluasi berdasar kriteria seperti keselarasan nilai personal, kemampuan membuat konten edukatif, keterlibatan emosional, serta konsistensi narasi (keterpercayaan). Kredibilitas calon BA diukur menurut teori Hovland: keterpercayaan (kejujuran dan integritas narasi), keahlian (kemampuan komunikatif dalam isu kesehatan mental), dan daya tarik emosional (hubungan empatik dengan audiens). Proses pengambilan keputusan penggunaan BA non-selebriti bersifat reflektif dan kolaboratif, mempertimbangkan keterbatasan sumber daya, keselarasan misi, dan peningkatan partisipasi audiens. Kesimpulannya, pemilihan BA non-selebriti menjadi strategi komunikasi partisipatif dan representatif yang memperkuat kredibilitas pesan dan keterlibatan audiens dalam isu kesehatan mental. | ||||||
| Uncontrolled Keywords: | brand ambassador non-celebrity, Instagram, mental health community, source credibility theory. Brand Ambassador non-selebriti, Instagram, Komunitas kesehatan mental, Teori kredibilitas sumber. | ||||||
| Subjects: | Communication > Communication (General) | ||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Win Aini Tisya | ||||||
| Date Deposited: | 11 Sep 2025 06:29 | ||||||
| Last Modified: | 11 Sep 2025 06:29 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/54253 |
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