Manisa, Jihan Azma (2025) Penggunaan Media Sosial Instagram Oleh Musisi Indie Di Kota Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

This research uses a qualitative descriptive approach. Data were collected through semi-structured interviews with Instagram administrators from various indie bands and soloists in Pekanbaru City, as well as through observation and documentation of their Instagram accounts. The results show that indie musicians in Pekanbaru use Instagram with various motivations and objectives, such as promotion and self-introduction, digital portfolio and credibility, and building a brand image. Strategies include maintaining consistency in uploading content and account activity, paying attention to visual quality and concepts, utilizing Instagram features, and interacting with the audience, including following trends. These findings are analyzed through the lens of Identity Management Theory, which views the use of Instagram as a process of building, displaying, and managing digital identity. Motivations reflect the effort to build identity in the online space. Content and visual strategies serve to display identity. Interaction and Instagram's role as a portfolio contribute to the effort of managing self-image. In conclusion, Instagram plays a significant role as a strategic tool for Pekanbaru indie musicians in digital identity management for their existence and music career development.

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