Manajemen Kesan Master of Ceremony Formal dalam Membawakan Acara

Abstract. This research analyzes the impression management strategies applied by a formal Master of Ceremony (MC) at one of the state universities in Bandung City. The method used is qualitative with a case study approach, based on Edward Jones' typology which includes five strategies including ingratiation, self-promotion, exemplification, supplication, and intimidation. Data were obtained through interviews, observation, and documentation, then analyzed using the Miles and Huberman model.The results showed that formal MCs use these strategies to build a professional image and credibility in the eyes of audiences and agencies. The ingratiation strategy is applied with friendly greetings and positive relationships, while self-promotion is seen from the MC's maximum appearance. The exemplification strategy is seen in professional demeanor and dedication, while intimidation is used positively to direct the audience. The supplication strategy is rarely used because it is not appropriate in the context of formal events.The implication of this research is a contribution to the development of communication theory and guidance for formal MCs to build a positive impression in an academic environment, emphasizing the importance of impression management for the success of formal events in educational institutions. Keywords: : Impression Management, Edward Jones Typology, Master of ceremony, PTN BH, Communication Strategy. Abstrak. Penelitian ini menganalisis strategi manajemen kesan yang diterapkan oleh Master of Ceremony (MC) formal di salah satu PTN BH di Kota Bandung. Metode yang digunakan adalah kualitatif dengan pendekatan studi kasus, berdasarkan tipologi Edward Jones yang mencakup lima strategi diantaranya adalah ingratiation, self-promotion, exemplification, supplication, dan intimidation. Data diperoleh melalui wawancara, observasi, dan dokumentasi, kemudian dianalisis dengan model Miles dan Huberman.Hasil penelitian menunjukkan bahwa MC formal menggunakan strategi ini untuk membangun citra profesional dan kredibilitas di mata audiens dan instansi. Strategi ingratiation diterapkan dengan sapaan ramah dan hubungan positif, sedangkan self-promotion terlihat dari penampilan maksimal MC. Strategi exemplification terlihat dari sikap profesional dan dedikasi, sementara intimidation digunakan secara positif untuk mengarahkan audiens. Strategi supplication jarang digunakan karena tidak sesuai dengan konteks acara formal.Implikasi penelitian ini adalah kontribusi terhadap pengembangan teori komunikasi dan panduan bagi MC formal untuk membangun kesan positif dalam lingkungan akademis, menekankan pentingnya manajemen kesan untuk keberhasilan acara formal di institusi pendidikan. Kata Kunci: Manajemen Kesan, Tipologi Edward Jones, Master of ceremony, PTN BH, Strategi Komunikasi.