PENGARUH INFORMASI KOLABORASI STARBUCKS KOREA DENGAN NCT DI MEDIA SOSIAL INSTAGRAM TERHADAP CITRA NCT DI KOMUNITAS NCTZEN BANDUNG

Anindhita, dhita (2025) PENGARUH INFORMASI KOLABORASI STARBUCKS KOREA DENGAN NCT DI MEDIA SOSIAL INSTAGRAM TERHADAP CITRA NCT DI KOMUNITAS NCTZEN BANDUNG. Skripsi thesis, Universitas Sahid.

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Abstract

ABSTRAK PENGARUH INFORMASI KOLABORASI STARBUCKS KOREA DENGAN NCT DI MEDIA SOSIAL INSTAGRAM TERHADAP CITRA NCT DI KOMUNITAS NCTZEN BANDUNG Oleh : Anindhita 2021210054 (xvi + 5 bab + 104 halaman + 12 gambar + 32 tabel + 5 lampiran + 30 Bibl (2014 - 2024) Pada era sekarang ini media telah banyak merubah tatanan secara besar dalam segi sosial. Media sosial sebagai media komunikasi dapat membentuk persepsi atau pandangan. Isu yang belum lama muncul pada tahun 2023, terdapat perusahaan menggunakan strategi yang memanfaatkan media sosial serta kerjasama berupa kolaborasi untuk menarik perhatian publik. Starbucks korea dengan NCT berkolaborasi dikala isu negatif terkait brand starbucks sedang naik, sedangkan citra idol kpop kerap kali direpresentasikan berdasarkan nilai-nilai positif yang ditunjukkan kepada publik terutama penggemar. Adanya kolaborasi ini, memberikan pengaruh terhadap perbedaan pandangan diantara penggemar NCT salah satunya pada anggota komunitas NCTzen Bandung. Penentuan sampel dalam penelitian ini diambil dari populasi pada komunitas NCTzen Bandung yang sebelumnya sebanyak 1.039 orang menjadi 91 orang. Penelitian jenis kuantitatif ini menggunakan metode survey eksplanatif dengan teknik pengambilan data yaitu kuesioner dan analisis data menggunakan uji regresi linear sederhana. Hasil penelitian menunjukan ada pengaruh dari informasi kolaborasi starbucks korea dengan NCT di media sosial Instagram terhadap citra NCT di komunitas NCTzen bandung meskipun kecil. Kata Kunci: citra, media sosial, informasi, kolaborasi, komunikasi, komunitas vi ABSTRACT THE INFLUENCE OF INFORMATION ON STARBUCKS KOREA'S COLLABORATION WITH NCT ON INSTAGRAM SOCIAL MEDIA ON NCT'S IMAGE IN THE NCTZEN BANDUNG COMMUNITY By: Anindhita 2021210054 (xvi + 5 chapters + 104 pages + 12 images + 32 tables + 5 appendices + 30 Bibl (2014 - 2024) In the current era, the media has changed a lot in a big way in terms of social aspects. Social media as a medium of communication can shape perceptions or views. An issue that has recently emerged in 2023 is that there are companies using strategies that utilize social media and collaboration to attract public attention. Starbucks Korea and NCT collaborate when negative issues related to the Starbucks brand are on the rise, while the image of kpop idols is often represented based on positive values shown to the public, especially fans. The existence of this collaboration has an influence on the difference of views among NCT fans, one of which is the members of the NCTzen Bandung community. The determination of the sample in this study was taken from the population in the NCTzen Bandung community which was previously 1,039 people to 91 people. This type of quantitative research uses an explanatory survey method with data collection techniques, namely questionnaires and data analysis using a simple linear regression test. The results of the study showed that there was an influence of information about the collaboration between Starbucks Korea and NCT on Instagram social media on the image of NCT in the NCTzen community in Bandung, even though it was small. Keywords: image, social media, information, collaboration, communication, community

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