Strategi impression management dalam pengelolaan Talent EJ Peace Entertainment

Hidayah, Rida (2026) Strategi impression management dalam pengelolaan Talent EJ Peace Entertainment. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

BAHASA INDONESIA : Penelitian ini mengangkat tema Impression Management pada EJ Peace Entertainment karena sebagai perusahaan yang bergerak di bidang entertainment, perusahaan perlu membangun hubungan yang positif dengan audiens di tengah perkembangan media digital dan persaingan industri hiburan yang semakin ketat. EJ Peace Entertainment dipilih sebagai objek penelitian karena aktif mengembangkan talent, memproduksi konten digital, serta membangun interaksi yang dekat dengan audiens melalui berbagai platform media sosial dan kegiatan secara langsung, sehingga menarik untuk dikaji bagaimana perusahaan membangun dan mengelola kesan di hadapan audiens. Penelitian ini bertujuan untuk mengetahui bagaimana strategi Impression Management yang diterapkan oleh EJ Peace Entertainment dalam membangun hubungan dengan audiens. Penelitian ini menggunakan teori Impression Management yang dikemukakan oleh Jones dan Pittman (1982), yang terdiri atas lima elemen yaitu ingratiation, self-promotion,exemplification, intimidation, dan supplication. Penelitian ini menggunakan metode studi kasus dengan pendekatan deskriptif kualitatif yang menekankan pada pemahaman makna melalui observasi, wawancara mendalam, dan dokumentasi. Hasil penelitian menunjukkan bahwa EJ Peace Entertainment menerapkan strategi Impression Management melalui lima elemen utama, yaitu: (1) Ingratiation yang berfokus pada friendship branding, kedekatan emosional, dan hubungan seperti pertemanan dengan audiens, (2) Self-promotion yang berfokus pada pengembangan kompetensi dan branding talent, (3) Exemplification yang berfokus pada profesionalisme kerja, evaluasi, dan komunikasi internal, (4) Intimidation yang berfokus pada pengawasan serta pengendalian perilaku talent, dan (5) Supplication yang berfokus pada penampilan proses berkembangnya talent serta keterbukaan aktivitas di balik layar. Hasil penelitian dapat disimpulkan bahwa penerapan strategi impression management di EJ Peace Entertainment dilakukan secara terintegrasi melalui pengelolaan talent yang mencakup pembentukan kesan, pengembangan kompetensi, pengawasan perilaku, serta pembangunan hubungan dengan audiens. BAHASA INGGRIS : This research raises the theme of Impression Management at EJ Peace Entertainment because as a company engaged in the entertainment sector, the company needs to build a positive relationship with the audience in the midst of the development of digital media and the increasingly fierce competition in the entertainment industry. EJ Peace Entertainment was chosen as the object of research because it actively develops talent, produces digital content, and builds close interactions with audiences through various social media platforms and live activities, so it is interesting to study how the company builds and manages impressions in front of the audience. This study aims to find out how the Impression Management strategy applied by EJ Peace Entertainment in building relationships with audiences. This study uses the theory of Impression Management proposed by Jones and Pittman (1982), which consists of five elements, namely ingratiation, self-promotion, exemplification, intimidation, and supplication. This study uses a case study method with a qualitative descriptive approach that emphasizes understanding meaning through observation, in-depth interviews, and documentation. The results of the study show that EJ Peace Entertainment implements an Impression Management strategy through five main elements, namely: (1) Ingratiation which focuses on friendship branding, emotional closeness, and relationships such as friendship with the audience, (2) Self-promotion which focuses on competency development and talent branding, (3) Exemplification which focuses on work professionalism, evaluation, and internal communication, (4) Intimidation which focuses on supervising and controlling talent behavior, and (5) Supplication which focuses on the appearance of the process of developing talent and the openness of activities behind the scenes. The results of the study can be concluded that the implementation of the impression management strategy at EJ Peace Entertainment is carried out in an integrated manner through talent management which includes impression formation, competency development, behavior supervision, and relationship building with the audience.

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