PERSONAL BRANDING USTAZ FAKHRUDDIN AL-BANTANI PADA YOUTUBE

SETIAWAN, FITTO (2025) PERSONAL BRANDING USTAZ FAKHRUDDIN AL-BANTANI PADA YOUTUBE. S1 thesis, Universitas Mercu Buana Jakarta.

Preview	Text (HAL COVER) 01 Cover.pdf Download (989kB) | Preview
	Text (BAB I) 02 Bab 1.pdf Restricted to Registered users only Download (374kB)
	Text (BAB II) 03 Bab 2.pdf Restricted to Registered users only Download (393kB)
	Text (BAB III) 04 Bab 3.pdf Restricted to Registered users only Download (300kB)
	Text (BAB IV) 05 Bab 4.pdf Restricted to Registered users only Download (412kB)
	Text (BAB V) 06 Bab 5.pdf Restricted to Registered users only Download (237kB)
	Text (DAFTAR PUSTAKA) 07 Daftar Pustaka.pdf Restricted to Registered users only Download (273kB)
	Text (LAMPIRAN) 08 Lampiran.pdf Restricted to Registered users only Download (643kB)

Abstract

This study explores the personal branding strategy of Ustaz Fakhruddin AlBantani through YouTube, particularly via the @RTQ TV channel. The objective is to understand how his personal brand is built and sustained through digital Islamic preaching. This research uses a qualitative approach with a case study method. The findings indicate that Ustaz Fakhruddin successfully presents himself as a modern preacher who is consistent, communicative, and educational, without relying on self-promotion. His personal branding strategy reflects Peter Montoya’s principles, including specialization, leadership, personality, visibility, and unity. The content he shares is not only scientifically grounded and relevant but also resonates with audiences across different age groups. This study proves that digital platforms like YouTube can serve as effective tools in establishing a credible and inspirational religious figure. Keywords: Personal Branding, Digital Da’wah, YouTube, Ustaz Fakhruddin, Communication Strategy Penelitian ini membahas strategi personal branding Ustaz Fakhruddin AlBantani melalui media YouTube, khususnya pada kanal @RTQ TV. Tujuan penelitian adalah untuk memahami bagaimana personal branding dibangun dan dipertahankan melalui konten dakwah digital. Pendekatan yang digunakan adalah kualitatif dengan metode studi kasus. Strategi personal branding-nya mencerminkan prinsip-prinsip Peter Montoya, termasuk spesialisasi, kepemimpinan, kepribadian, visibilitas, dan kesatuan. Konten yang dibagikannya tidak hanya berlandaskan ilmiah dan relevan, tetapi juga beresonansi dengan audiens di berbagai kelompok usia. Hasil penelitian menunjukkan bahwa Ustaz Fakhruddin Al-Bantani mampu membangun citra diri sebagai pendakwah modern yang konsisten, komunikatif, dan edukatif, tanpa mengandalkan promosi diri secara eksplisit. Penelitian ini menyimpulkan bahwa media digital, khususnya YouTube, dapat menjadi sarana efektif dalam membentuk citra tokoh agama yang kredibel dan inspiratif. Kata kunci: Personal branding, Dakwah digital, YouTube, Ustaz Fakhruddin AlBantani, Strategi komunikasi.

Item Type:	Thesis (S1)
Call Number CD:	FK/PR. 25 107
NIM/NIDN Creators:	44221010020
Uncontrolled Keywords:	Personal branding, Dakwah digital, YouTube, Ustaz Fakhruddin AlBantani, Strategi komunikasi.
Subjects:	200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.7 Development and Activity of Islam/Perkembangan dan Kegiatan Islam > 297.72 Islamic Dawah/Dakwah Islam 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 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.8 Accounting for Enterprises Enganged in Specific Kinds of Activities/Akuntansi Usaha yang Bergerak dalam Jenis Kegiatan Tertentu > 657.84 Communications and Entertainment Media/Media Komunikasi dan Hiburan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat 700 Arts/Seni, Seni Rupa, Kesenian > 790 Recreational and Performing Arts/Olah Raga dan Seni Pertunjukan > 794 Indoor Games of Skill/Permainan Ketangkasan dalam Ruangan > 794.1 Chess/Catur > 794.12 Strategy and Tactics/Strategi
Divisions:	Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User:	khalimah
Date Deposited:	03 Jun 2025 08:37
Last Modified:	03 Jun 2025 08:37
URI:	http://repository.mercubuana.ac.id/id/eprint/95708

Actions (login required)

View Item