ARYA PUSPITA, DESTA (2020) ANALISIS PERSONAL BRANDING DIGITAL SELEBRITI INSTAGRAM (SELEBGRAM) PADA AKUN INSTAGRAM @saraaaahmad. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
In today's digital era, someone who is a nobody can become famous through efforts to utilize social media Instagram to become a celebrity by building personal branding. The purpose of the research is to determine the form of digital personal branding used by Sarah Ahmad and to find out how Sarah Ahmad as an Instagram Celebrity (Selebgram) applies and maintains this digital personal branding. This research uses Montoya & Vandehey's theory regarding the three main elements of forming a personal brand. The research method used is qualitative with a constructivist paradigm. This research uses a case study research method, so it is prioritized based on the experience of the informants. The data entered is data from interviews, observations on Instagram accounts of research subjects and literature study. The results of the study show that Sarah Ahmad's digital personal branding as an Instagram celebrity (Selebgram) in Indonesia is an inspiration in the business sector as a successful entrepreneur and a motivator for bullying. Sarah's way of implementing her personal branding is by sharing her motivation in the field of bullying and self-employment continuously on her Instagram consistently for three years. Sarah maintains her personal branding by establishing good communication with her public, namely her followers on Instagram. Keywords: Sarah Ahmad, Selebgram, Personal Branding, Instagram Pada era digital sekarang ini, seseorang yang bukanlah siapa-siapa dapat menjadi terkenal melalui usaha memanfaatkan media sosial Instagram sehingga menjadi selebgram dengan membangun personal branding. Tujuan dari penelitian untuk mengetahui bentuk personal branding digital yang digunakan oleh Sarah Ahmad serta untuk mengetahui cara Sarah Ahmad selaku Selebriti Instagram (Selebgram) menerapkan dan mempertahankan personal branding digital tersebut. Penelitian ini menggunakan teori Montoya & Vandehey mengenai tiga elemen utama pembetukan personal brand. Metode penelitian yang digunakan adalah kualitatif dengan paradigma konstruktivistik. Penelitian ini menggunakan metode penelitian studi kasus, sehingga diutamakan berdasarkan pengalaman narasumber. Data yang dimasukkan adalah data hasil wawancara, observasi pada akun Instagram subjek penelitian dan studi pustaka. Hasil dari penelitian memperlihatkan bentuk personal branding digital Sarah Ahmad selaku Selebriti Instagram (Selebgram) di Indonesia yaitu inspirasi dibidang bisnis sebagai wirausahawati sukses dan motivator pada masalah perundungan (bullying). Cara Sarah menerapkan personal brandingnya dengan menceritakan motivasi dibidang perundungan dan wirausahawati secara terus menerus di Instagramnya dengan konsisten selama tiga tahun. Sarah mempertahankan personal brandingnya dengan cara menjalin komunikasi yang baik dengan publiknya yaitu pengikutnya di Instagram. Kata kunci : Sarah Ahmad, Selebgram, Personal Branding, Instagram.
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