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"ABSTRAKDengan adanya perpindahan kebiasaan menonton dari TV ke internet, pengiklan membutuhkan strategi lain untuk mendapatkan perhatian khalayak. Maraknya pembuatan vlog video blog di Youtube pada tahun 2016 menjadikan strategi brand placement menjadi strategi yang dipilih pengiklan untuk mempromosikan sebuah brand. Dalam melakukan brand placement terdapat dimensi-dimensi yang harus diperhatikan seperti asosiasi brand terhadap cerita, keterlibatan brand dalam dialog acara, tingkat pengulangan brand dalam suatu acara, dan lain lain.Kata kunci: brand placement; vlog; Youtube

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ABSTRACTWith the shifting of TV viewing habit, from TV to internet, advertiser need other strategy to get attention of the audience. The growth of vlog video blog on Youtube in 2016 makes brand placement strategy become the strategy that advertiser choose to promote their brand. When doing brand placement, there are some dimentions that must be considered, such as association between the brand and the storyline, brand engagement in dialog, the repetition of the brand, etc.Keywords brand placement vlog Youtube"

"[ABSTRAKTransportasi Umum merupakan hal yang berhubungan dengan kehidupan sosial ekonomi masyarakat Hasil Riset menunjukkan bahwa masih banyak transportasi umum yang belum membuat penggunanya merasa aman dan nyaman Dengan meningkatnya pengguna internet di Indonesia penulis memutuskan untuk mendistribusikan tayangan tentang transportasi umum ini melalui internet YouTube BAGIAN DUAManfaat dan TujuanManfaat utama dari tayangan ini yaitu untuk memberikan hiburan dan informasi bagi pengguna transportasi umum di Indonesia melalui internet dengan tujuan untuk menciptakan transportasi umum yang lebih baik BAGIAN TIGAPrototype yang DikembangkanPrototype yang dikembangkan merupakan sebuah video dengan format Video Blogging tentang seorang mahasiswa bernama Pepe 21 tahun yang menceritakan hal hal yang dapat ia temukan pada transportasi umum yang tidak dapat ia temukan saat ia menyetir mobilnya sendiri BAGIAN EMPATEvaluasiMetode Pre Test yang dilakukan penulis yaitu melalui riset pustaka FGD kepada 8 orang pengguna transportasi umum berusia 18 24 tahun dan wawancara dengan Christian Sugiono Sementara penulis akan melakukan evaluasi dengan menganalisis YouTube Analytics dan FGD dengan 10 orang pengguna transportasi umum berusia 18 24 tahun BAGIAN LIMAAnggaranAnggaran pembuatan Prorotype ini adalah sebesar Rp 1 250 000 Sedangkan rencana anggaran produksi per webisode sebesar Rp 5 115 000 dan untuk satu musim adalah Rp 25 575 000 Prakiraan pendapatan yang didapatkan dari iklan YouTube yaitu minimum sebesar Rp 7 200 000 webisode Rencana anggaran evaluasi yaitu sebesar Rp 500 000

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ABSTRACTSituation AnalysisPublic Transport is related with people rsquo s socio economic life Research shows that there are many public transport that still can not make the passengers feel comfortable and safe By the increase of the internet users in Indonesia the writer decided to distribute this show on the internet YouTube CHAPTER TWOBenefits and GoalsThe main benefit of this show is to give entertainment and information for the passengers of public transport in Indonesia by using the internet with the main goal is to make the better public transportation CHAPTER THREEThe Development of Prototype The development of this prorotype is a video with video blogging format about a college student named Pepe 21 years old who tells about the things that he can find in public transport that he can not find when he is driving his car by himself CHAPTER FOUREvaluationPre Test method that the writer used are by literature review FGD with 8 passengers of public transport aged 18 24 years old and interview with Christian Sugiono Meanwhile the writer will do the evaluation by analyzing YouTube Analytics and FGD with 10 passengers of public transport CHAPTER FIVEBudgettingThe budget of this prototype is Rp 1 250 000 Meanwhile the budget for each webisode is estimated to be about Rp 5 115 000 and Rp 25 575 000 for each season The minimum revenue comes from YouTube Advertisements is Rp 7 200 000 webisode The Budget for evaluation is estimated to be about Rp 500 000 ;EXECUTIVE SUMMARYCHAPTER ONESituation AnalysisPublic Transport is related with people rsquo s socio economic life Research shows that there are many public transport that still can not make the passengers feel comfortable and safe By the increase of the internet users in Indonesia the writer decided to distribute this show on the internet YouTube CHAPTER TWOBenefits and GoalsThe main benefit of this show is to give entertainment and information for the passengers of public transport in Indonesia by using the internet with the main goal is to make the better public transportation CHAPTER THREEThe Development of Prototype The development of this prorotype is a video with video blogging format about a college student named Pepe 21 years old who tells about the things that he can find in public transport that he can not find when he is driving his car by himself CHAPTER FOUREvaluationPre Test method that the writer used are by literature review FGD with 8 passengers of public transport aged 18 24 years old and interview with Christian Sugiono Meanwhile the writer will do the evaluation by analyzing YouTube Analytics and FGD with 10 passengers of public transport CHAPTER FIVEBudgettingThe budget of this prototype is Rp 1 250 000 Meanwhile the budget for each webisode is estimated to be about Rp 5 115 000 and Rp 25 575 000 for each season The minimum revenue comes from YouTube Advertisements is Rp 7 200 000 webisode The Budget for evaluation is estimated to be about Rp 500 000 ;EXECUTIVE SUMMARYCHAPTER ONESituation AnalysisPublic Transport is related with people rsquo s socio economic life Research shows that there are many public transport that still can not make the passengers feel comfortable and safe By the increase of the internet users in Indonesia the writer decided to distribute this show on the internet YouTube CHAPTER TWOBenefits and GoalsThe main benefit of this show is to give entertainment and information for the passengers of public transport in Indonesia by using the internet with the main goal is to make the better public transportation CHAPTER THREEThe Development of Prototype The development of this prorotype is a video with video blogging format about a college student named Pepe 21 years old who tells about the things that he can find in public transport that he can not find when he is driving his car by himself CHAPTER FOUREvaluationPre Test method that the writer used are by literature review FGD with 8 passengers of public transport aged 18 24 years old and interview with Christian Sugiono Meanwhile the writer will do the evaluation by analyzing YouTube Analytics and FGD with 10 passengers of public transport CHAPTER FIVEBudgettingThe budget of this prototype is Rp 1 250 000 Meanwhile the budget for each webisode is estimated to be about Rp 5 115 000 and Rp 25 575 000 for each season The minimum revenue comes from YouTube Advertisements is Rp 7 200 000 webisode The Budget for evaluation is estimated to be about Rp 500 000 ;EXECUTIVE SUMMARYCHAPTER ONESituation AnalysisPublic Transport is related with people rsquo s socio economic life Research shows that there are many public transport that still can not make the passengers feel comfortable and safe By the increase of the internet users in Indonesia the writer decided to distribute this show on the internet YouTube CHAPTER TWOBenefits and GoalsThe main benefit of this show is to give entertainment and information for the passengers of public transport in Indonesia by using the internet with the main goal is to make the better public transportation CHAPTER THREEThe Development of Prototype The development of this prorotype is a video with video blogging format about a college student named Pepe 21 years old who tells about the things that he can find in public transport that he can not find when he is driving his car by himself CHAPTER FOUREvaluationPre Test method that the writer used are by literature review FGD with 8 passengers of public transport aged 18 24 years old and interview with Christian Sugiono Meanwhile the writer will do the evaluation by analyzing YouTube Analytics and FGD with 10 passengers of public transport CHAPTER FIVEBudgettingThe budget of this prototype is Rp 1 250 000 Meanwhile the budget for each webisode is estimated to be about Rp 5 115 000 and Rp 25 575 000 for each season The minimum revenue comes from YouTube Advertisements is Rp 7 200 000 webisode The Budget for evaluation is estimated to be about Rp 500 000 ;EXECUTIVE SUMMARYCHAPTER ONESituation AnalysisPublic Transport is related with people rsquo s socio economic life Research shows that there are many public transport that still can not make the passengers feel comfortable and safe By the increase of the internet users in Indonesia the writer decided to distribute this show on the internet YouTube CHAPTER TWOBenefits and GoalsThe main benefit of this show is to give entertainment and information for the passengers of public transport in Indonesia by using the internet with the main goal is to make the better public transportation CHAPTER THREEThe Development of Prototype The development of this prorotype is a video with video blogging format about a college student named Pepe 21 years old who tells about the things that he can find in public transport that he can not find when he is driving his car by himself CHAPTER FOUREvaluationPre Test method that the writer used are by literature review FGD with 8 passengers of public transport aged 18 24 years old and interview with Christian Sugiono Meanwhile the writer will do the evaluation by analyzing YouTube Analytics and FGD with 10 passengers of public transport CHAPTER FIVEBudgettingThe budget of this prototype is Rp 1 250 000 Meanwhile the budget for each webisode is estimated to be about Rp 5 115 000 and Rp 25 575 000 for each season The minimum revenue comes from YouTube Advertisements is Rp 7 200 000 webisode The Budget for evaluation is estimated to be about Rp 500 000 , EXECUTIVE SUMMARYCHAPTER ONESituation AnalysisPublic Transport is related with people rsquo s socio economic life Research shows that there are many public transport that still can not make the passengers feel comfortable and safe By the increase of the internet users in Indonesia the writer decided to distribute this show on the internet YouTube CHAPTER TWOBenefits and GoalsThe main benefit of this show is to give entertainment and information for the passengers of public transport in Indonesia by using the internet with the main goal is to make the better public transportation CHAPTER THREEThe Development of Prototype The development of this prorotype is a video with video blogging format about a college student named Pepe 21 years old who tells about the things that he can find in public transport that he can not find when he is driving his car by himself CHAPTER FOUREvaluationPre Test method that the writer used are by literature review FGD with 8 passengers of public transport aged 18 24 years old and interview with Christian Sugiono Meanwhile the writer will do the evaluation by analyzing YouTube Analytics and FGD with 10 passengers of public transport CHAPTER FIVEBudgettingThe budget of this prototype is Rp 1 250 000 Meanwhile the budget for each webisode is estimated to be about Rp 5 115 000 and Rp 25 575 000 for each season The minimum revenue comes from YouTube Advertisements is Rp 7 200 000 webisode The Budget for evaluation is estimated to be about Rp 500 000 ]"

"ABSTRAKStudi mengenai Video Blog Vlog sebelumnya cenderung melihat komersialisasi Vlog sebagai imbas dari budaya partisipatif dan interaksi penonton dengan pembuat video blog Vlogger . Berbeda dengan studi sebelumnya, studi ini melihat komersialisasi vlog berdampak pada terlibatnya pekerja imaterial di dalam rantai produksi. Argumentasi tulisan ini yakni komersialisasi Vlog memunculkan kelompok pekerja imaterial, yakni kelompok pekerja vlogger dan kelompok non-vlogger. Kedua kelompok pekerja tersebut memiliki relasi yang timpang, dengan kelompok pekerja non-vlogger berada pada posisi yang lebih rentan. Keadaan tersebut terjadi akibat timpangnya relasi masing ndash; masing kelompok pekerja vlogger dan non-vlogger terhadap korporasi. Oleh karena itu, bentuk kerentanan terhadap kedua kelompok pekerja tersebut cenderung berbeda. Melalui metode kualitatif dengan wawancara mendalam, observasi, dan data sekunder, artikel ini menemukan bahwa relasi yang timpang antara pekerja non-vlogger dengan korporasi menyebabkan kondisi ketiadaan : perlindungan terhadap pemberhentian kerja, naiknya pendapatan, pembatasan jam kerja, menambah keterampilan, kesempatan untuk berserikat, serta perlindungan terhadap pendapatan melalui ketidakjelasan kontrak kerja.

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ABSTRACTRecent studies about Video Blog Vlog analyze commercialization Vlog as an impact of participatory culture and relation between audience and the creator of Vlog. Contrast with the previous studies, this study will analyze commercialization vlog has consequences to the involvement of non conventional workers on the supply chain. This paper argues that the commercialization Vlog emerge non conventional workers, vlogger worker group and non vlogger worker group. Each group has an unequal relation, but non vlogger worker group having a most unequal relation. This situation happens because unequal relation on each group vlogger and non vlogger to corporation. Therefore, forms of susceptibility between them are different. Through qualitative methods with in depth interviews, observation, and secondary data, This paper found that the unequal relation between non vlogger and corporate leads to a state of absence protection of work stoppages, rising incomes, limiting working hours, adding skills, opportunities for association, and protection of income through job contract obscurity."

"ABSTRAKPenulisan ini bertujuan untuk membandingkan pendekatan penyajian pada video Youtube beauty influencer Indonesia dan Internasional. Penulis mengobservasi dua kanal Youtube dengan melihat pendekatan ndash; pendekatan yang digunakan oleh kedua beauty influencer, baik dari segi konten ataupun struktur video. Hasil observasi menunjukkan bahwa adanya perbedaan dalam penyajian video pada kanal kedua beauty influencer, hal ini dikarenakan oleh berbagai hal seperti audiens dan juga keadaan industri itu sendiri.

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ABSTRACTThe purpose of this paper is to compare the difference presentation approach on Youtube videos by Indonesia and International beauty influencers. The author observes both Youtube channels by looking at the approaches used by both beauty influencers, both in terms of content or video structure. Observation results show that there is a difference approach on the video presentation on both channel, this is due to various things such as the audience as well as the state of the industry itself."

"Vlog merupakan suatu aktivitas yang dilakukan oleh berbagai macam kalangan, termasuk anak-anak. Vlog yang dibuat oleh anak-anak, antara lain, vlog masak-memasak. Opening vlog masak oleh anak-anak tampaknya menarik untuk dicermati karena mereka tidak hanya menyapa, tampaknya mereka juga menyampaikan tuturan-tuturan lain. Tujuan penelitian ini adalah menjelaskan karakteristik opening vlog masak oleh anak dalam bahasa Jepang. Vlog masak yang dicermati berjumlah 13 vlog. Vlog masak dibuat oleh anak berusia sekitar usia 6-12 tahun. Opening vlog dilakukan oleh anak-anak yang merupakan penutur jati bahasa Jepang. Data yang digunakan dalam penelitian ini adalah data opening vlog yang berupa monolog. Hasil penelitian ini berupa 8 karakteristik opening vlog, yaitu (i) sapaan, (ii) perkenalan diri, (iii) tagline, (iv) paparan situasi, (v) eksplanasi kegiatan, (vi) alasan penutur, (vii) opini penutur, dan (viii) ajakan.

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Vlog is an activity performed by a wide variety of people, including children. One of the vlogs that are often made by children is cooking vlogs. The opening of cooking vlogs by children seems interesting to be examined because they do not only greet the audience, but it seems they also convey other utterances. The purpose of this research is to explain the characteristics of cooking vlog`s openings by children in Japanese. The observed vlogs were 13 vlogs. The cooking vlog is made by children aged about 6-12 years old. The opening vlog is done by children who are native speakers of Japanese. The data used in this research is a monologue vlog opening. The results of this research are the 8 characteristics of opening vlog: (i) greetings, (ii) self-introduction, (iii) tagline, (iv) exposure to the situation, (v) explanation of activities, (vi) speaker reasons, (vii) speaker opinions, and (viii) invitation."

"Kampanye permanen yang dilakukan oleh politisi selebriti melalui media sosial youtube memerlukan keterlibatan penontonnya. Komentar penonton yang diberikan dalam vlog merupakan bentuk keterlibatan. Penelitian ini mengkaji Kehadiran Sosial Kampanye Permanen Politisi Selebriti dalam channel media sosial Youtube. Penelitian ini menggunakan framework Kehadiran Sosial dari Lowenthal. Studi ini menggunakan analisis isi untuk memahami fenomena yang diteliti. Data didapatkan dari komentar 3 video vlog yang dipilih, terkumpul 27.087 komentar untuk dianalisis. Penelitian ini menemukan bahwa Affective Responses merupakan respons dominan yang diberikan oleh penonton vlog Ganjar. Hasil ini sejalan dengan temuan Lowenthal. Interactive response dan Cohesive Responses sangat tergantung dari materi vlog dan dinamika interaksi penonton. Bentuk dukungan pada kolom komentar berkorelasi dengan narasi vlog, sementara bentuk penolakan masih pada pendukungan pasangan capres lain dan isu negatif yang lekat dengan Ganjar.

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Permanent campaigns carried out by celebrity politicians via YouTube social media require the involvement of the audience. Viewer comments given in vlogs are a form of involvement. This research examines the social presence of Permanent Campaigns Celebrity Politicians on YouTube social media channels. This research uses Lowenthal's social presence framework. This study uses content analysis to understand the phenomenon. Data was obtained from comments on 3 selected vlog videos, collecting 27,087 comments for analysis. This research found that Affective Responses was the dominant response given by vlog viewers. This result is in line with Lowenthal's findings. Interactive response and cohesive response really depend on the vlog material and the dynamics of audience interaction. The form of support in the comments column is correlated with the vlog narrative, while the form of rejection is still in support of other presidential candidates and negative issues related to Ganjar."

"ABSTRAKMagister Sains Psikologi Industri dan OrganisasiJudul : Pengaruh Beauty Vlog Terhadap Persepsi Akan Kredibilitas Narasumber dan Niat Beli Konsumen Penelitian ini bertujuan untuk mengetahui pengaruh beauty vlog dan iklan tradisional sebagai sumber informasi pada platform digital terhadap niat beli konsumen melalui persepsi konsumen akan kredibilitas dan keahlian sumber sebagai mediator, serta pengalaman menggunakan produk sebagai moderator. Eksperimen dilakukan dengan memberi partisipan n=98 paparan terhadap klip beauty vlog dan iklan tradisional sebagai sumber informasi yang terdapat di platform YouTube. Produk lip cream Wardah digunakan sebagai produk dalam eksperimen. Hasil penelitian menunjukkan sumber informasi tidak memiliki pengaruh terhadap niat beli maupun persepsi konsumen terhadapkredibilitas dan keahlian sumber informasi. Namun, terdapat interaksi antara sumber informasi dan pengalaman individu sebelumnya dengan produk dalam mempengaruhi niat beli. Secara spesifik, dibandingkan iklan tradisional, beauty vlog memiliki pengaruh positif terhadap niat beli individu yang sudah pernah menggunakan produk lip cream Wardah sebelumnya.

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ABSTRACTMaster of Science in Industrial and Organizational PsychologyTopic Topic Pengaruh Beauty Vlog Terhadap Persepsi Akan Kredibilitas Narasumber dan Niat Beli Konsumen This study examined the influence of beauty vlog and traditional advertising as the source of information on the digital platform on consumers rsquo purchase intention through consumers rsquo perceptions of credibility and source expertise as a mediator, and experience using the product as a moderator. An experiment n 98 was conducted by showing participants YouTube beauty vlog clip and traditional advertising of an Indonesian cosmetic product as a source of information. The results showed that source of information had no effect on purchasing intention nor consumer perception of the credibility and expertise of the information sources. However, an interaction between the information source and consumers rsquo previous experience in experience with the product in influencing the purchase intention. Specifically, compared to traditional advertising, beauty vlog had a positive effect on consumers rsquo intention to purchase among individuals who had previous experience inly used Wardah lip cream products. "

"ABSTRAKPenggunaan media sosial tidak dapat dipisahkan dari kehidupan sehari-hari, jumlah penggunanya di Indonesia meningkat setiap harinya terutama masyarakat di kota-kota besar. Tujuan penelitian ini ialah untuk menambah pengetahuan terkait faktor perkembangan teknologi informasi yang menjadi salah satu penyebab munculnya Vlog di YouTube serta melihat motivasi penggunaan dan perkembangan industri media baru itu sendiri di Indonesia. Penelitian ini dilakukan dengan metode deskriptif kualitatif yaitu melakukan wawancara mendalam dengan narasumber. Penelitian menunjukkan motivasi dari pengunaan video blog YouTube memiliki beberapa manfaat yang berkaitan dengan perkembangan industri itu sendiri. Temuan penelitian ini adalah adanya pengaturan monetisasi di YouTube menyebabkan seorang vlogger bisa mendapatkan keuntungan secara finansial. Vlogger yang mampu mempertahankan konsistensinya dalam mengunggah video dan aktif menggunakan media sosial lainnya akan semakin popular karena khalayak aktif dapat terus berkomunikasi dengannya.

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ABSTRACTThe use of social media can t be separated from daily life, the number of users in Indonesia increases every day, especially in big cities. The research objective is to increase knowledge related to the development of information technology that became one of the causes of the emergence of Vlog on YouTube, see the motivation of using new media, and the development of new media industry itself in Indonesia. Research shows that the motivation of using YouTube has several benefits. YouTube and Google AdSense provide profit. The research finding is setting of monetization on YouTube that causes vlogger has benefit financially. Vloggers who are able to maintain consistency in uploading videos and actively using other social media will be more popular because active audiences can communicate with them continuously."

"Kehadiran Web 2.0 merevolusi kegiatan humas politik dalam membangun komunikasi dan interaksi dengan khalayak luas. Humas pemerintah meninggalkan cara konvensional untuk berkomunikasi dengan menggunakan berbagai bentuk media komunikasi berbasis internet seperti membuat vlog yang diunggah ke akun Youtube Presiden Joko Widodo. Penelitian ini menganalisis bagaimana tingkat efektivitas penggunaan vlog sebagai bentuk dari kegiatan digital political public relations. Penelitian kuantitatif ini menggunakan kuesioner online yang diambil menggunakan teknik simple random sampling pada generasi millennials yang merupakan penonton vlog Presiden Joko Widodo. Hasil penelitian menunjukan bahwa penggunaan vlog ini tidak terlalu efektif karena tingkat interaksi penonton terhadap vlog masih rendah sehingga perlu ada perbaikan agar penggunaan vlog menjadi efektif.

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The presence of Web 2.0 revolutionized the activities of political public relations in building communication and interaction with a wide audience. Public relations left the conventional way to communicate by using various forms of internet based communication media such as creating a vlog that is uploaded to President Joko Widodo rsquo s Youtube account. This study analyzes how the effectiveness of the use of vlog as a form of digital political public relations activity. This quantitative research uses an online questionnaire taken using simple random sampling technique on millennials generation which is also the viewer of President Joko Widodo rsquo s vlog. The results showed that the use of vlog is not very effective because the level of audience rsquo s interactivity is still low so there needs to be some improvements in order to make it effective"

"Kontestasi politik dewasa ini umum mengadopsi strategi pemasaran, sehingga aktor politik dituntut mempunyai brand sebagai identitas personal layaknya brand produk atau jasa. Ketika politisi tersandung sebuah kasus atau skandal, aset-aset brand yang dimiliki olehnya dapat dikelola ulang untuk melanjutkan karir politiknya. Brand personality dan brand trust dapat menjadi jalur pembuka untuk kembali menjalin hubungan dengan khalayak. Perumusan brand personality dapat menjadi kunci untuk memperlihatkan perubahan kepribadian politisi, sementara brand trust penting bagi aktor politik untuk mengidentifikasi tingkat kepercayaan masyarakat kepada dirinya. Basuki Tjahaja Purnama adalah politikus yang kembali terjun ke dunia politik setelah menjadi terdakwa kasus penistaan agama pada tahun 2017. Basuki dikenal sebagai pribadi yang kompeten, namun ia juga dikenal temperamen dan gaya bicaranya yang cenderung keras dan blak-blakan. Setelah bebas dari penjara, Basuki mengklaim bahwa dirinya telah berubah menjadi pribadi yang lebih baik. Selain mengubah nama brand miliknya dari “Ahok” menjadi “BTP”, Basuki juga membuat kanal Youtube berisi konten-konten vlog untuk menyiarkan perubahan dirinya tersebut. Oleh karena itu, penelitian ini berusaha melihat perbedaan brand personality dan brand trust terhadap Basuki di benak masyarakat dengan metode eksperimen. Vlog Basuki digunakan menjadi perlakuan kepada subjek eksperimen untuk melihat perbedaan tersebut. Penelitian dilakukan dengan pendekatan kuantitatif dan menggunakan desain eksperimen tulen (true experimental design). Peneliti membagi 68 responden ke dalam 2 kelompok penelitian, yaitu kelompok eksperimen dengan perlakuan menonton vlog dan kelompok kontrol dengan perlakuan membaca artikel media daring. Eksperimen dilakukan secara daring, dan data yang diperoleh dianalisis dengan Uji Wilcoxon Signed Rank Test. Hasil Uji Wilcoxon Signed Rank Test menunjukkan bahwa terdapat perbedaan yang signifikan pada rata-rata penilaian brand personality dan brand trust di kelompok eksperimen, sementara di kelompok kontrol perbedaan yang signifikan hanya ada pada rata-rata penilaian brand personality. Dalam kelompok eksperimen, vlog secara khusus memberikan perubahan signifikan pada aspek kepribadian Basuki yang bermental positif (wholesome), berani mencoba hal baru (daring), bersemangat (spirited), dan cerdas (intelligent). Di sisi lain pada variabel brand trust, vlog secara khusus memberikan perubahan signifikan pada dimensi integritas (integrity).

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Politicians have been adopting marketing strategies to win an election, and it is required for them to have a ‘brand’ as their personal identities. When a politician has been sentenced for a criminal case or scandal, they can re-manage their brand assets to continue their political career. His/her brand personality and brand trust are ones of the brand aspects that needs to be re-managed to maintain relationship with the voters. The formulation of brand personality can be crucial to showing changes of their personality, while brand trust is important for political actors to identify the level of public trust in them. Basuki Tjahaja Purnama has returned to politic two years after accused for religious blasphemy in 2017. Basuki is known as competent, but he is also known for his bad temperament and bad speaking style. After released from prison, Basuki claims that he has changed into a better person. In addition, he changes his name from “Ahok” to “BTP”, Basuki also creates a Youtube channel containing vlog contents to broadcast his changes. Therefore, this study seeks to the differences of brand personality and brand trust of Basuki in the eyes of the people using experimental method. Basuki's vlog is used as a treatment for experimental subjects to see these differences. This research is conducted with a quantitative approach and uses the true experimental design. Researcher divides 68 respondents into 2 research groups, the experimental group with watching vlog as a treatment and the control group with reading news from online media as a treatment. The research is conducted online, and the data are analyzed using the Wilcoxon Signed Rank Test. The result of the Wilcoxon Signed Rank Test shows that there is a significant difference in the average score of brand personality and brand trust in the experimental group, while in the control group there is only a significant difference in brand personality score. In the experimental group, vlog specifically gives significant changes to these personalities of Basuki: wholesome, daring, spirited, and intelligent. As in the brand trust, vlog particularly provides a significant change in the dimension of integrity."