Analisis Strategi Personal Branding Valentinus Resa Dalam Membentuk Citra Metro TV di Kalangan Generasi Z

Delvin Andreas; Juandanilsyah Juandanilsyah; Ballian Siregar; Safiana A. Faaroek

doi:10.69693/ijim.v4i3.2627

Authors

Delvin Andreas Universitas Esa Unggul
Juandanilsyah Juandanilsyah Universitas Esa Unggul
Ballian Siregar Universitas Esa Unggul
Safiana A. Faaroek Universitas Esa Unggul

DOI:

https://doi.org/10.69693/ijim.v4i3.2627

Keywords:

Personal Branding, Valentinus Resa, Generasi Z, Metro TV, Uses And Gratifications

Abstract

Perkembangan media digital telah mengubah cara Generasi Z mengonsumsi berita, sehingga media arus utama perlu beradaptasi dengan pola komunikasi yang lebih relevan dan menarik. Penelitian ini bertujuan untuk menganalisis strategi personal branding Valentinus Resa sebagai presenter program Meet Nite Live Metro TV serta implikasinya terhadap citra Metro TV di kalangan Generasi Z. Penelitian ini menggunakan paradigma konstruktivis dengan metode kualitatif dan strategi studi kasus tunggal holistik. Data penelitian diperoleh melalui wawancara semi terstruktur dengan Generasi Z, observasi non-partisipan terhadap konten Meet Nite Live dan media sosial Instagram serta TikTok, serta dokumentasi. Keabsahan data dilakukan melalui triangulasi sumber dan teknik. Hasil penelitian menunjukkan bahwa personal branding Valentinus Resa dibangun melalui gaya komunikasi satir, humor, santai, kritis, dan autentik yang menjadi pembeda dari presenter berita konvensional. Berdasarkan teori personal branding Montoya, strategi tersebut tercermin melalui spesialisasi, perbedaan, visibilitas, keteguhan, nama baik, kepribadian, kesatuan, dan kepemimpinan. Berdasarkan teori Uses and Gratifications, gaya komunikasi tersebut mampu memenuhi kebutuhan kognitif, afektif, dan konatif Generasi Z dalam memperoleh informasi, hiburan, serta representasi terhadap keresahan sosial. Strategi tersebut juga memberikan implikasi terhadap citra Metro TV, yang sebelumnya dipersepsikan kaku dan formal menjadi lebih inovatif, berani, adaptif, relevan, dan dekat dengan audiens muda. Dengan demikian, personal branding Valentinus Resa tidak hanya memperkuat identitas profesional presenter, tetapi juga berkontribusi terhadap revitalisasi citra Metro TV sebagai media arus utama di era digital.

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