Impression Management Komunitas Daring

Abstract

Beragam tantangan yang dihadapi ibu masa kini membuat keberadaan komunitas mendapat sambutan hangat. Halo Ibu sebagai komunitas berbasis media daring hadir sebagai tempat bagi ibu saling berbagi dan mendukung. Dalam menjaga eksistensinya, komunitas membutuhkan hubungan baik dengan stakeholder. Penelitian kualitatif deskriptif ini bertujuan mengetahui impression management yang dilakukan komunitas dalam membangun hubungan dengan stakeholder. Konsep utama yang digunakan adalah impression management, stakeholder relations theory, dan komunitas. Metode pengumpulan data dilakukan melalui in-depth interview dengan pendiri dan anggota komunitas. Penelitian ini menemukan bahwa panggung depan terjadi di Instagram, website, Youtube dan Grup WhatsApp, sementara panggung belakang terjadi saat rapat komunitas. Stakeholder komunitas terbagi menjadi stakeholder utama (ibu) dan stakeholder pendukung (brand, komunitas lain serta selebriti). Strategi impression management dilakukan berbeda untuk kedua stakeholder. Kepada stakeholder utama diterapkan strategi ingratiation, exemplification serta self-supplication. Kemudian strategi self promotion dan exemplification dilakukan pada stakeholder pendukung. Penelitian menyimpulkan bahwa ibu menjadi stakeholder yang paling diprioritaskan dalam upaya impression management. Keberadaan anggota komunitas yang aktif dan suportif menjadi kunci untuk menarik stakeholder pendukung agar bekerja sama. Given modern mothers’s challenges, the existence of community is warmly welcomed.  Halo Ibu as online media-based community is there to be place for mothers to share and support each other. In order to exist and thrive community requires good support from stakeholders. Thus, the purpose of this qualitative descriptive research is to acquire the impression management of daring community to build relations with stakeholders. The main concepts used are impression management, stakeholder relations theory and community. Data gathering method used is observasion and in-depth interview with the pendiri and member of community. The results show that front stage of community are community’s onlie media: Instagram, Website, YouTube and WhatsApp Group, while back stage is community’s meeting session. Two stakeholders for community are as follows:  main stakeholder (mothers) and supportive stakeholder (brands/sponsors, other community and public figure). Halo Ibu uses different strategy to build and maintain relation with respective stakeholders. With mothers: ingratiation, exemplification and self-supplication. Meanwhile, with supportive stakeholders: self-promotion and exemplification. This research concludes that mothers being the most prioritized stakeholder on impression management because the existence of active and supportive community members is the key to attract supportive stakeholders to work together.