PENDAPAT FOLLOWERS TERHADAP PERSONAL BRANDING VINAMULIANASEBAGAI CONTENT CREATOR JOBSEEKER DIAKUN TIKTOK @vmuliana

AFITASARI, FINA (2025) PENDAPAT FOLLOWERS TERHADAP PERSONAL BRANDING VINAMULIANASEBAGAI CONTENT CREATOR JOBSEEKER DIAKUN TIKTOK @vmuliana. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Personal branding on social media is an important strategy in building aprofessional image and follower engagement. TikTok provides an opportunity for content creators to convey information interactively. Vina Muliana, as a jobseeker content creator, uses this platform to share insights about the world of work, personal branding, and career development. This study aims to analyze theinteraction of followers with her content and the effectiveness of the personal branding strategy applied. The research method used is qualitative with a phenomenological approach, through content analysis, in-depth interviews, and participant observation of interactions on TikTok. The results of the study show that followers consider VinaMuliana credible because of her background in HRD and BUMN. Engagement inthe form of likes and views is quite high, but active interaction in discussions isstill low. Friendly and educational communication strategies make her content interesting, but have not yet built a solid jobseeker community. The conclusion of this study states that Vina Muliana's personal branding iseffective in building audience engagement, but still needs to be improved in twoway interaction. Utilizing TikTok trends increases content reach, but needs to bebalanced with an evergreen content strategy so that long-term relevance ismaintained. Keywords: Personal Branding, TikTok, Content Creator Jobseeker, Followers Personal branding di media sosial menjadi strategi penting dalam membangun citraprofesional dan keterlibatan followers. TikTok memberikan peluang bagi content creator untuk menyampaikan informasi secara interaktif. Vina Muliana, sebagai content creator jobseeker, memanfaatkan platform ini untuk berbagi wawasanseputar dunia kerja, personal branding, dan pengembangan karier. Penelitian ini bertujuan menganalisis interaksi followers terhadap kontennya dan efektivitasstrategi personal branding yang diterapkan. Metode penelitian digunakan adalah kualitatif dengan pendekatan fenomenologi, melalui analisis konten, wawancara mendalam, dan observasi partisipatif terhadapinteraksi di TikTok. Hasil penelitian menunjukkan bahwa followers menganggapVina Muliana kredibel karena latar belakangnya di HRD dan BUMN. Engagement dalam bentuk likes dan views cukup tinggi, tetapi interaksi aktif dalam diskusi masihrendah. Strategi komunikasi ramah dan edukatif membuat kontennya menarik, namun belum membangun komunitas jobseeker yang solid. Kesimpulan penelitian ini menyatakan bahwa personal branding Vina Mulianaefektif dalam membangun keterlibatan audiens, tetapi masih perlu peningkataninteraksi dua arah. Pemanfaatan tren TikTok meningkatkan jangkauan konten, namun perlu diimbangi dengan strategi konten evergreen agar relevansi jangkapanjang tetap terjaga. Kata Kunci : Personal Branding, TikTok, Content Creator Jobseeker, Followers

Item Type:	Thesis (S1)
Call Number CD:	FK/PR. 25 091
NIM/NIDN Creators:	44219010021
Uncontrolled Keywords:	Personal Branding, TikTok, Content Creator Jobseeker, Followers
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 010 Bibliography/Bibliografi > 011 General Bibliographies/Bibliografi Umum > 011.7 General Bibliographies of Works Having Specific Kinds of Content/Bibliografi Umum Pekerjaan yang Memiliki Jenis Konten Tertentu 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.24 Content/Isi Komunikasi
Divisions:	Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User:	khalimah
Date Deposited:	13 Mar 2025 07:26
Last Modified:	13 Mar 2025 07:26
URI:	http://repository.mercubuana.ac.id/id/eprint/94863

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