HUTAMA, DIO RIDHO (2021) PERSONAL BRANDING BOY WILLIAM MELALUI MEDIA SOSIAL YOUTUBE. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Personal branding is very important to build, especially for public figure. As a public figure, having a positive personal branding is a plus for their career in the entertainment world. With strong personal branding, public figures will gain reputation and trust, they will have a reputation for what they do in branding themselves, and gain the trust of many people. Choosing Boy William as research subjects, this research wanted to know how personal branding public figures via Social Media Youtube. This research uses the theoretic Boy basis according to Peter Montoya which explains that there are at least 8 components that become the reference in building personal branding person. The research method used in this study is a fenomenology by conducting interviews to 5 speakers (public figures, Manager, Subcriber) and in-depth observation. The paradigm used is constructivism, with qualitative approach of descriptive type. The results of this study get 4 important points about how personal branding Boy William. Starting from physical appearance, talents, principles of life and vision and mission. This study then found that public figures in personal branding require 8 components to be able to build a strong personal branding. The 8 components of the personal branding are The Law of Specialization, The Law of Leadership, The Law of Personality, The Law of Distinctiveness, The Law of Visibility, The Affirmation (The Law of Persistence), and the Good Name (The Law of Goodwill). Key Words : Branding, Personal Branding, Public Figure Personal branding sangat penting untuk dibangun, terutama bagi tokoh publik. Dengan adanya personal branding yang kuat, tokoh publik akan mendapatkan reputasi dan kepercayaan sesuai dengan apa yang mereka inginkan. Memilih Boy William sebagai subjek penelitian, penelitian ini ingin mengetahui bagaimana personal branding tokoh publik melalui media sosial youtube. Penelitian ini menggunakan landasan teori menurut Peter Montoya yang menjelaskan bahwa setidaknya ada 8 komponen yang menjadi acuan dalam membangun personal branding seseorang. Metode penelitian yang digunakan dalam penelitian ini adalah fenomenologi dengan melakukan wawancara kepada 5 narasumber (tokoh publik, Manajer, Subcriber) dan observasi mendalam. Paradigma yang dipakai adalah konstruktivisme, dengan pendekatan kualitatif tipe deskriptif. Hasil penelitian ini mendapatkan 4 poin penting tentang bagaimana personal branding Boy William. Mulai dari tampilan fisik, bakat, prinsip hidup dan visi misi. Penelitian ini kemudian menemukan bahwa tokoh publik dalam melakukan personal branding membutuhkan 8 komponen untuk dapat membangun personal branding yang kuat. 8 komponen personal branding tersebut adalah Spesialisasi (The Law of Specialization), Kepemimpinan (The Law of Leadership), Kepribadian (The Law of Personality), Perbedaan (The Law of Distinctiveness), The Law of Visibility, Kesatuan (The Law of Unity), Keteguhan (The Law of Persistence), dan Nama Baik (The Law of Goodwill). Kata Kunci: Branding, Personal Branding, Tokoh Publik
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