PERSONAL BRANDING PADA KORBAN PELECEHAN SEKSUAL (Studi Deskriptif Kualitatif di Balai Perlindungan dan Rehabilitasi Sosial Wanita Yogyakarta)

DESTRI PURNAMA HAMAMI, NIM 15730011 (2019) PERSONAL BRANDING PADA KORBAN PELECEHAN SEKSUAL (Studi Deskriptif Kualitatif di Balai Perlindungan dan Rehabilitasi Sosial Wanita Yogyakarta). Skripsi thesis, UNIVERSITAS ISLAM NEGERI SUNAN KALIJAGA YOGYAKARTA.

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Abstract

In the modern era, it cannot be denied that the role of women is very important in many aspects like education, social, economics, law, and politics. It is also influenced by the demands of the nation on behalf of the global community that the progress of a nation is determined by how the nation cares and gives broad access for women to be active in the public sphere. However, amid the progress of women's emancipation, there are still women who experience social problems. In dealing with social issues in women, the Office of Social Affairs provides a place to foster women who are victims of social problems, especially sexual harassment by providing various trainings at the Women's Social Protection and Rehabilitation Center (BPRSW). The activity aims to restore social functioning and form better personal branding. This study aims to determine the process of forming personal branding for victims of sexual abuse. The approach used by researchers is a qualitative descriptive method. It uses interview, observation, and documentation as data collection. This study uses a purposive sampling technique in finding informants to be interviewed. The informants in this study are social workers who deal with victims of sexual harassment directly who understand well how the process of coaching is. This study uses 8 Concepts for the Formation of Personal Branding put forward by Peter Montoya, namely Specialization, Leadership, Personality, Difference, Visibility, Unity, Firmness, and Good Name. The results of this study are that the Yogyakarta Women's Social Protection and Rehabilitation Center use 8 Concepts for the Establishment of a Personal Branding where there are victims of sexual harassment through activities in the hall.

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