FAUZIYAH, PUTRI ALIFIA (2025) ANALISIS PERSONAL BRANDING PADA FOLLOWERS ANSELLMA PUTRI DI INSTAGRAM (STUDI KASUS PADA AKUN @ANSELLMAPUTRI). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research is motivated by the researcher’s interest in the personal branding built by Ansellma Putri on the social media platform Instagram. Ansellma Putri is a content creator who initially gained popularity through TikTok and has since consistently developed her public persona, reaching over a million followers on Instagram.The researcher aims to explore how Ansellma constructs and maintains a positive image in the eyes of her audience. This study adopts the Eight Laws of Personal Branding theory by Montoya (2005), which includes eight key elements: specialization, leadership, personality, distinctiveness, visibility, unity, persistence, and goodwill. The researcher includes five previous studies as references to strengthen the theoretical framework and support the focus of this research. The research is also supported by communication theories, social media theory, Instagram theory, and the concept of public relations.Using a qualitative approach and a case study method, data were collected through indepth interviews with six informants who are active followers of Ansellma Putri. The data obtained through interviews were analyzed using thematic analysis, by categorizing the findings based on the eight principles of Montoya's Eight Laws of Personal Branding theory. The findings indicate that Ansellma’s personal branding is perceived as strong and consistent, especially in the aspects of specialization and persistence. Her unique communication style, elegant visual presence, and consistently positive messaging—free from sensationalism—have contributed to her image as a trustworthy and respected influencer.This study is expected to serve as a reference for individuals who aim to build authentic and professional personal branding on social media, particularly on Instagram. Keywords: Personal Branding, Instagram, Ansellma Putri, Eight Laws of Personal Branding, Social Media. Penelitian ini dilatarbelakangi oleh ketertarikan peneliti terhadap personal branding yang dibangun oleh Ansellma Putri di media sosial Instagram. Ansellma Putri merupakan seorang content creator yang dikenal melalui platform TikTok dan terus mengembangkan citra dirinya secara konsisten hingga memiliki lebih dari satu juta pengikut di Instagram. Peneliti ingin mengetahui bagaimana cara Ansellma membentuk dan mempertahankan citra positif tersebut di mata para pengikutnya. Penelitian ini menggunakan teori personal branding dari Montoya (2005), yaitu Eight Laws of Personal Branding yang terdiri dari delapan prinsip: spesialisasi, kepemimpinan, kepribadian, perbedaan, kenampakan, kesatuan, keteguhan, dan nama baik. Selain itu, teori komunikasi, teori media sosial, teori Instagram, serta konsep Public Relations juga digunakan untuk mendukung analisis. Peneliti menyertakan lima penelitian terdahulu sebagai referensi untuk memperkuat landasan teori dan mendukung fokus penelitian yang dilakukan. Metode penelitian ini menggunakan paradigma konstruktivisme dan pendekatan kualitatif dengan metode studi kasus, serta teknik wawancara mendalam terhadap enam informan yang merupakan followers aktif Ansellma Putri. Data yang diperoleh melalui wawancara dianalisis menggunakan teknik analisis tematik, dengan cara mengelompokkan temuan berdasarkan delapan prinsip dalam teori Eight Laws of Personal Branding oleh Montoya Hasil penelitian menunjukkan bahwa personal branding Ansellma Putri dinilai kuat dan konsisten oleh para pengikutnya, terutama pada aspek specialization dan persistence. Gaya berbicara yang khas, tampilan visual yang elegan, serta pesan-pesan yang disampaikan dengan tone positif dan tidak mengandung sensasi menjadikan Ansellma memiliki citra yang dipercaya dan dihargai audiens.Penelitian ini diharapkan dapat menjadi acuan bagi individu lain dalam membangun personal branding yang autentik dan profesional di media sosial, khususnya Instagram. Kata Kunci: Personal Branding, Instagram, Ansellma Putri, Eight Laws of Personal Branding, Media Sosial.
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