STRATEGI PERSONAL BRANDING YULIA BALTSCHUN DI PLATFORM VIDEO MUSIK TIKTOK

FIRNI, WAHIDIATUL (2021) STRATEGI PERSONAL BRANDING YULIA BALTSCHUN DI PLATFORM VIDEO MUSIK TIKTOK. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

At the beginning of 2020, the PSBB began to be implemented in Indonesia due to the Covid-19 pandemic. TikTok is changing the way people globally consume the internet. One of the professional Content Creators who was previously famous on YouTube, Yulia Baltschun, also started building her branding on the music video platform TikTok in September 2020. This study uses the theory of 11 Authentic Personal Branding by Hubert K. Rampersad to find out the strategy used by Yulia Baltschun on the TikTok music video platform. This research is qualitative by using the constructivist paradigm. The method used in this research is a case study method using collecting data through interviews with resource persons and literature studies. This study concludes that Yulia Baltschun meets the 11 criteria for Authentic Personal Branding that was coined by Rampersad in implementing personal branding strategies on TikTok. Keywords: Strategy, Personal Branding, TikTok Pada awal tahun 2020, saat mulai diterapkannya PSBB di Indonesia karena pandemi Covid-19. TikTok mengubah cara masyarakat secara global dalam mengkonsumsi internet. Salah satu Content Creator profesional yang sebelumnya telah terkenal di YouTube yaitu Yulia Baltschun juga mulai membangun personal brandingnya di platform video musik TikTok pada September 2020. Penelitian ini menggunakan teori 11 Authentic Personal Branding oleh Hubert K. Rampersad untuk mengetahui strategi yang dilakukan oleh Yulia Baltschun di platform video musik TikTok. Penelitian ini bersifat kualitatif dengan menggunakan paradigma konstruktivis. Metode yang digunakan dalam penelitian ini adalah metode studi kasus menggunakan proses pengumpulan data melalui wawancara dengan narasumber dan studi kepustakaan. Hasil penelitian ini memberikan kesimpulan bahwa Yulia Baltschun memenuhi 11 kriteria Authentic Personal Branding yang dicetuskan oleh Rampersad dalam melaksanakan strategi personal branding di TikTok. Kata kunci: Strategi, Personal Branding, TikTok

Item Type:	Thesis (S1)
NIM/NIDN Creators:	44217110199
Uncontrolled Keywords:	Strategi, Personal Branding, TikTok
Subjects:	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 > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi) 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 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
Divisions:	Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User:	Dede Muksin Lubis
Date Deposited:	26 Jan 2026 03:11
Last Modified:	26 Jan 2026 03:11
URI:	http://repository.mercubuana.ac.id/id/eprint/100213

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