ANATASYA, MEGA (2025) STRATEGI PERSONAL BRANDING @SAVIRASAVV MELALUI UPAYA SEBAGAI KONTEN KREATOR DI MEDIA SOSIAL. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Social media enables individuals to construct their self-image through digital content, including within the parenting niche. Instagram has become a platform where creators share experiences and build emotional connections with their audience. Based on this phenomenon, this study analyzes the personal branding strategy of the Instagram account @Savirasavv, which consistently presents parenting and family-related content. Peter Montoya’s Personal Branding Theory is used to examine the application of eight key branding concepts within the account’s content and audience interactions. This theoretical approach helps explain how digital identity is shaped through narrative style, visual consistency, and communication patterns. This research employs a descriptive qualitative method through account observation, purposive interviews with four informants, and content documentation. Data analysis was conducted through data reduction, data presentation, and conclusion drawing, supported by source triangulation. The findings show that the personal branding of the Instagram account @Savirasavv is built through consistent parenting-related themes, personal narratives closely connected to everyday experiences, and the use of various content formats. This approach encourages active interaction with the audience, fostering emotional closeness and trust, while shaping an authentic digital identity and a positive public image. Keywords: Personal Branding Strategy, Content Creator, Social Media, Savira, Working Mother Media sosial memungkinkan individu membangun citra diri melalui konten digital, termasuk dalam ranah parenting. Instagram menjadi ruang bagi kreator untuk berbagi pengalaman dan membangun kedekatan dengan audiens. Dari fenomena tersebut, penelitian ini menganalisis strategi personal branding akun @Savirasavv, yang konsisten menampilkan konten pengasuhan dan kehidupan keluarga. Teori Personal Branding Peter Montoya digunakan untuk melihat penerapan delapan konsep branding dalam konten dan interaksi akun. Pendekatan ini membantu memahami bagaimana identitas digital dibentuk melalui narasi, visual, dan gaya komunikasi. Penelitian menggunakan metode kualitatif deskriptif melalui observasi akun, wawancara empat informan secara purposive, serta dokumentasi unggahan. Analisis data dilakukan melalui reduksi, penyajian, dan penarikan kesimpulan yang didukung triangulasi sumber. Hasil penelitian menunjukkan bahwa personal branding akun Instagram @Savirasavv dibangun melalui konsistensi tema parenting, narasi personal yang dekat dengan pengalaman sehari-hari, serta pemanfaatan beragam format konten. Pendekatan ini mendorong interaksi aktif dengan audiens, sehingga tercipta kedekatan emosional dan kepercayaan, serta membentuk identitas digital yang autentik dan bercitra positif. Kata Kunci: Personal Branding Strategy, Content Creator, Social Media, Savira, Working Mother
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