Impression Management Komunitas Daring

Ruvira Arindita, Muchammad Nasucha, Nursalsa Arifah, Shafiyya Lubna

Abstract


Beragam tantangan yang dihadapi ibu masa kini membuat keberadaan komunitas mendapat sambutan hangat. Halo Ibu sebagai komunitas berbasis media daring hadir sebagai tempat bagi ibu saling berbagi dan mendukung. Dalam menjaga eksistensinya, komunitas membutuhkan hubungan baik dengan stakeholder. Penelitian kualitatif deskriptif ini bertujuan mengetahui impression management yang dilakukan komunitas dalam membangun hubungan dengan stakeholder. Konsep utama yang digunakan adalah impression management, stakeholder relations theory, dan komunitas. Metode pengumpulan data dilakukan melalui in-depth interview dengan pendiri dan anggota komunitas. Penelitian ini menemukan bahwa panggung depan terjadi di Instagram, website, Youtube dan Grup WhatsApp, sementara panggung belakang terjadi saat rapat komunitas. Stakeholder komunitas terbagi menjadi stakeholder utama (ibu) dan stakeholder pendukung (brand, komunitas lain serta selebriti). Strategi impression management dilakukan berbeda untuk kedua stakeholder. Kepada stakeholder utama diterapkan strategi ingratiation, exemplification serta self-supplication. Kemudian strategi self promotion dan exemplification dilakukan pada stakeholder pendukung. Penelitian menyimpulkan bahwa ibu menjadi stakeholder yang paling diprioritaskan dalam upaya impression management. Keberadaan anggota komunitas yang aktif dan suportif menjadi kunci untuk menarik stakeholder pendukung agar bekerja sama.


Given modern mothers’ challenges, the existence of community is warmly welcomed. Halo Ibu, as an online media-based community is a place for mothers to share and support each other. In order to exist and thrive community requires good support from stakeholders. Thus, this qualitative descriptive research aims to acquire the impression management of daring community to build relations with stakeholders. The main concepts used are impression management, stakeholder relations theory, and community. Data were gathered using observation and in-depth interviews with the founder and members of the community. The results showed that the front stage of the community was on online media, including Instagram, website, YouTube, and WhatsApp Group, while backstage is the community’s meeting session. Two stakeholders were the primary stakeholder (mothers) and supportive stakeholder (brands/sponsors, other communities, and public figures). Halo Ibu used different strategies to build and maintain relations with respective stakeholders. With main stakeholders, ingratiation, exemplification, and self-supplication strategies were applied. Meanwhile, self-promotion and exemplification strategies were used for supportive stakeholders. This research concludes that mothers are the most prioritized stakeholder on impression management. Active and supportive community members are the key to attracting supportive stakeholders to work together.


Keywords


Community; Komunitas; Impression Management; Stakeholder Relations;

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DOI: https://doi.org/10.24815/jkg.v10i1.19934

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Jurnal Komunikasi Global (JKG)
Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Syiah Kuala
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