CITRA DIRI MAHASISWI DALAM BERBUSANA SEBAGAI BRAND IMAGE KAMPUS ISLAM (STUDI DESKRIPTIF KUALITATIF PADA MAHASISWI FAKULTAS ILMU SOSIAL DAN HUMANIORA DALAM BERBUSANA)

NUR WAHAB, NIM. 11730077 (2018) CITRA DIRI MAHASISWI DALAM BERBUSANA SEBAGAI BRAND IMAGE KAMPUS ISLAM (STUDI DESKRIPTIF KUALITATIF PADA MAHASISWI FAKULTAS ILMU SOSIAL DAN HUMANIORA DALAM BERBUSANA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Any university regulates dress for its students to be obeyed without exception, the Sunan Kalijaga State Islamic University Yogyakarta organizes every student in clothing that is allowed to be worn during teaching and learning activities in the campus environment. Each student has different reasons and desires related to the selection of clothes they will wear on campus. This study discusses the formation of a Self Image and Brand Image attached to the Students of the Faculty of Social Sciences and Humanities in dress. The purpose of this study was to find out how UIN Student Sunan Kalijaga dressed as a Brand Image of Islamic campus. This research is supported by several theories namely self-image: first is self seen by oneself, second self is seen by others and last self is seen from one's own self and added by four dimensions of forming a Brand Image Brand Image namely: Brand Identity, Brand Personality, Brand Attitude and Behavior, Brand benefits and Competencies and clothing as a medium of communication. This type of research is a qualitative descriptive approach. The results of this study the students of UIN Sunan Kalijaga Faculty of Social Sciences and Humanities answered the formation of a self-image is the comfort in wearing clothes that bring them to a self-concept of dress that does not violate the norms and rules that apply on campus, while in the Brand Image dimension students know dress codes in campuses and can maintain behavior based on the clothes they wear.

Item Type: Thesis (Skripsi)
Additional Information / Pembimbing: Mokhamad Mahfud, S.Sos, M.Si.,
Uncontrolled Keywords: Self Image, Brand Image.
Subjects: Ilmu Komunikasi
Divisions: Fakultas Ilmu Sosial dan Humaniora > Ilmu Komunikasi (S1)
Depositing User / Editor: H. Zaenal Arifin, S.Sos.I., S.IPI.
Date Deposited: 21 Feb 2019 02:31
Last Modified: 21 Feb 2019 02:31
URI: http://digilib.uin-suka.ac.id/id/eprint/33374

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