KRISTIYANTI, BERNADETA NOVIANA (2025) PERSONAL BRANDING AKTOR ARYA SALOKA MELALUI MEDIA SOSIAL INSTAGRAM (ANALISIS ISI KUALITATIF PADA AKUN INSTAGRAM @ARYA.SALOKA). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Personal branding is an important strategy for public figures to build their image and attract audience attention of the audience. Where social media is a media in a network that makes it easier for people to interact online. Instagram is one of the most strategic social meida platforms in building amd spreading personal branding, especially for public figures. This research aims to analyze actor Arya Saloka's personal branding through the social media platform Instagram, with a focus on the @arya.saloka account. This research uses a constructivism paradigm with a qualitative content analysis method to identify personal branding elements based on Montoya's eight concepts, namely specialization, leadership, personality, difference, appearance, good name, visibility, and determination. The research findings indicate that Arya Saloka consistently builds his image as a professional actor, a humble individual, and a family-oriented figure. His personal branding is primarily supported by the elements of personality (The Law of Personality) and visibility (The Law of Visibility), which are reflected in his posts showcasing his personal life and activities in the entertainment industry. However, the elements of distinctiveness (The Law of Distinctiveness) and goodwill (The Law of Goodwill) are less prominent, as his content does not fully highlight his uniqueness or active involvement in social activities. This study concludes that Arya Saloka's personal branding strategy is effective in maintaining his presence in the entertainment industry. However, several aspects can still be strengthened, such as consistency in narrative building and content diversification to enrich his public image. This study provides insights for public figures on the importance of utilizing social media as a strategic tool for building and enhancing personal branding optimally. Keywords: Personal branding, Arya Saloka, Instagram, content analysis, social media. Personal branding merupakan strategi penting bagi figur publik untuk membangun citra dan menarik perhatian audiens. Dimana media sosial merupakan suatu media dalam jaringan yang memudahkan masyarakat dalam berinteraksi secara online. Instagram merupakan salah satu flatfom media sosial yang paling strategis dalam membangun serta menyebarluaskan personal branding terutama bagi public figure. Penelitian ini bertujuan menganalisis personal branding aktor Arya Saloka melalui platform media sosial Instagram, dengan fokus pada akun @arya.saloka. Penelitian ini menggunakan paradigma konstruktivisme dengan metode analisis isi kualitatif untuk mengidentifikasi elemen personal branding berdasarkan delapan konsep dari Montoya, yaitu spesialisasi, kepemimpinan, kepribadian, perbedaan, tampilan, nama baik, visibilitas, dan keteguhan. Hasil penelitian menunjukkan bahwa Arya Saloka secara konsisten membangun citra dirinya sebagai aktor profesional, pribadi yang sederhana, dan sosok yang dekat dengan keluarga. Personal branding-nya terutama didukung oleh elemen kepribadian (The Law of Personality) dan visibilitas (The Law of Visibility), yang tercermin melalui unggahan yang menampilkan kehidupan pribadinya serta aktivitasnya di industri hiburan. Namun, elemen perbedaan (The Law of Distinctiveness) dan nama baik (The Law of Goodwill) kurang menonjol, karena konten yang diunggah belum sepenuhnya memperlihatkan keunikan dirinya atau keterlibatan aktif dalam kegiatan sosial. Penelitian ini menyimpulkan bahwa strategi personal branding Arya Saloka efektif dalam mempertahankan eksistensinya di industri hiburan. Namun, terdapat beberapa aspek yang masih dapat diperkuat, seperti konsistensi dalam membangun narasi dan diversifikasi konten untuk memperkaya citra dirinya. Studi ini memberikan wawasan bagi figur publik mengenai pentingnya pemanfaatan media sosial sebagai alat strategis dalam membangun dan memperkuat personal branding secara optimal. Kata Kunci: Personal branding, Arya Saloka, Instagram, analisis isi, media sosial.
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