Firda, Imelta (2025) Pengelolaan Kesan @Muhmadravi Di Media Sosial Instagram Sebagai Presiden Mahasiswa Universitas Riau. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to analyze the Impression Management constructed by the President of Riau University Student Council through his Instagram account @muhmadravi, as well as understand how the public perceives this image and the benefits of using social media for his personal branding. This study employs a qualitative approach with content analysis and in-depth interviews with Universitas Riau students as informants. The results show that the Instagram account @muhmadravi is used as a strategic tool to build an image of active, responsive, and approachable leadership. The content uploaded showcases a combination of official organizational activities, student initiatives, and personal aspects that strengthen the connection with the audience. The public's perception of the image presented is generally positive, with students viewing the account as a representation of communicative and aspirational leadership. However, there are challenges in maintaining a balance between personal and professional image, as well as in addressing criticism that arises on social media. This study also finds that using Instagram provides significant benefits to the personal image of the President of Universitas RiaU Student Council, both in terms of increased popularity and expectations that must be met in the digital public space. This study contributes to the understanding of the role of social media in shaping the Impression Management of student leaders and provides recommendations for other students in utilizing social media to build effective personal branding.

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