FERNANDASAFTI, RIVAL (2026) PERSONAL BRANDING AKTRIS DIAN SASTROWARDOYO MELALUI MEDIA SOSIAL INSTAGRAM (@THEREALDISASTR). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The development of social media has made Instagram one of the platforms widely used by public figures to build and present their personal branding. This study aims to examine the personal branding of actress Dian Sastrowardoyo through her Instagram account, @therealdisastr, based on her followers’ interpretations. This study employed a postpositivist paradigm and a descriptive qualitative approach. Data were collected through in-depth interviews with five followers, as well as observation and documentation of the @therealdisastr Instagram account. The data were analyzed by relating the research findings to Peter Montoya’s eight laws of personal branding. The findings indicate that Dian Sastrowardoyo’s personal branding is formed through the image of a mature, elegant, positive, and wellcomposed actress. The Law of Personality emerged as the most dominant law, particularly through her calm demeanor, which is reflected in the way she speaks, expresses her opinions, writes captions, and presents her activities without appearing excessive. Meanwhile, The Law of Leadership was the least dominant law because not all informants perceived Dian as having a strong influence or providing direct inspiration. Overall, Instagram serves as an effective medium for consistently building and maintaining Dian Sastrowardoyo’s personal branding in the eyes of her followers. Keywords: personal branding, Instagram, Dian Sastrowardoyo, followers, social media. Perkembangan media sosial menjadikan Instagram sebagai salah satu platform yang banyak dimanfaatkan figur publik untuk membangun dan menampilkan personal branding. Penelitian ini bertujuan untuk mengetahui personal branding aktris Dian Sastrowardoyo melalui akun Instagram @therealdisastr berdasarkan pemaknaan followers. Penelitian ini menggunakan paradigma postpositivisme dengan pendekatan kualitatif deskriptif. Data dikumpulkan melalui wawancara mendalam terhadap lima followers, observasi, dan dokumentasi akun Instagram @therealdisastr. Data dianalisis dengan mengaitkan temuan penelitian pada delapan hukum personal branding Peter Montoya. Hasil penelitian menunjukkan bahwa personal branding Dian Sastrowardoyo terbentuk sebagai citra aktris yang dewasa, elegan, positif, dan memiliki pembawaan yang baik. The Law of Personality menjadi hukum yang paling dominan, terutama melalui sikap tenang yang terlihat dari cara Dian berbicara, menyampaikan pendapat, menulis caption, dan menampilkan aktivitasnya tanpa kesan berlebihan. Sementara itu, The Law of Leadership menjadi hukum yang paling kurang dominan karena tidak seluruh informan merasakan pengaruh atau inspirasi yang kuat dari Dian. Instagram berperan sebagai media yang efektif dalam membangun dan mempertahankan personal branding Dian secara konsisten di mata followers. Kata kunci: personal branding, Instagram, Dian Sastrowardoyo, followers, media sosial
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