PUTRI, RIZA SALSABILA WIJAYA (2026) PERSONAL BRANDING BEAUTY VLOGGER @DILLALJAIDI DALAM MEDIA SOSIAL INSTAGRAM. S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
01 COVER.pdf Download (532kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
02 BAB 1.pdf Restricted to Registered users only Download (308kB) |
|
|
Text (BAB II)
03 BAB 2.pdf Restricted to Registered users only Download (242kB) |
|
|
Text (BAB III)
04 BAB 3.pdf Restricted to Registered users only Download (114kB) |
|
|
Text (BAB IV)
05 BAB 4.pdf Restricted to Registered users only Download (750kB) |
|
|
Text (BAB V)
06 BAB 5.pdf Restricted to Registered users only Download (33kB) |
|
|
Text (DAFTAR PUSTAKA)
07 DAFTAR PUSTAKA.pdf Restricted to Repository staff only Download (161kB) |
|
|
Text (LAMPIRAN)
08 LAMPIRAN.pdf Restricted to Registered users only Download (543kB) |
Abstract
The development of social media has encouraged content creators to build strong personal branding in order to create a positive self-image and maintain audience trust. This study aims to examine how personal branding is constructed by Dilla Jaidi as a beauty vlogger on Instagram. This research employs a descriptive qualitative method involving six informants, consisting of one key informant, namely Dilla Jaidi, one member of Dilla Jaidi’s team, and four followers. Data collection techniques were conducted through interviews and questionnaires distributed via Google Forms. The analysis of this study applies the eight concepts of personal branding proposed by Peter Montoya, namely The Law of Specialization, The Law of Leadership, The Law of Personality, The Law of Distinctiveness, The Law of Visibility, The Law of Unity, The Law of Persistence, and The Law of Goodwill. The results show that the personal branding built by Dilla Jaidi on Instagram consistently fulfills all eight aspects, thereby shaping her image as an educational, honest, and trustworthy beauty vlogger for both audiences and brands. Furthermore, her personal branding is also supported by the formation of brand elements consisting of three aspects: attribute, utility, and personality. The success in building this personal branding is further supported by the role of her team in managing and developing content. Keywords: Personal Branding, Beauty Vlogger, Instagram Perkembangan media sosial mendorong para content creator untuk membangun personal branding yang kuat guna menciptakan citra diri yang positif serta mempertahankan kepercayaan audiens. Penelitian ini bertujuan untuk mengetahui bagaimana personal branding yang dibangun oleh Dilla Jaidi sebagai beauty vlogger di media sosial Instagram. Penelitian ini menggunakan metode kualitatif deskriptif dengan melibatkan enam informan, yang terdiri dari satu key informan yaitu Dilla Jaidi, satu orang tim Dilla Jaidi, dan empat orang followers. Teknik pengumpulan data dilakukan melalui wawancara dan penyebaran kuesioner menggunakan Google Forms. Analisis penelitian menggunakan delapan konsep personal branding dari Peter Montoya, yaitu spesialisasi (The Law of Specialization), kepemimpinan (The Law of Leadership), kepribadian (The Law of Personality), perbedaan (The Law of Distinctiveness), terlihat (The Law of Visibility), kesatuan (The Law of Unity), keteguhan (The Law of Persistence), dan nama baik (The Law of Goodwill). Hasil penelitian menunjukkan bahwa personal branding yang dibangun oleh Dilla Jaidi di Instagram telah memenuhi kedelapan aspek tersebut secara konsisten, sehingga membentuk citra sebagai beauty vlogger yang edukatif, jujur, dan dipercaya oleh audiens maupun brand. Selain itu, personal branding tersebut juga didukung oleh pembentukan unsur brand yang meliputi tiga aspek, yaitu atribut (attribute), manfaat (utility), dan kepribadian (personality). Keberhasilan dalam membangun personal branding ini juga didukung oleh peran tim yang membantu dalam pengelolaan dan pengembangan konten. Kata Kunci: Personal Branding, Beauty Vlogger, Instagram
Actions (login required)
 |
View Item |
