HAEKAL, MUHAMAD (2026) STRATEGI PERSONAL BRANDING @hanifssegaf PADA PLATFORM TIKTOK. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The development of social media has made TikTok a strategic platform for individuals to build and communicate personal branding. This study is motivated by the success of the TikTok account @hanifssegaf in establishing an image as a natural, humorous, and family-oriented content creator with a distinctive identity through content featuring Abi. The study focuses on how @hanifssegaf develops a personal branding strategy on TikTok and aims to analyze the strategy through Montoya and Vandehey’s dimensions of clarity, specialization, and consistency. The research applies a constructivist paradigm, a qualitative approach, and Robert K. Yin’s embedded single-case study design. Data were collected through in-depth interviews, observation, and documentation involving five informants: the account owner, a fellow content creator, a personal assistant, and two followers. The findings show that clarity is established through a natural, humorous, and familyoriented image; specialization is developed through family content, particularly interactions with Abi, combined with humor and a distinctive personal identity; and consistency is maintained through recurring themes, an informal communication style, adaptation to trends without losing distinctiveness, and interaction with followers. Practically, content creators need to maintain authenticity, message consistency, and a balance between trends, commercial content, and personal distinctiveness. Keywords: Personal Branding, TikTok, Content Creator, Case Study, Digital Communication Perkembangan media sosial menjadikan TikTok sebagai platform strategis bagi individu untuk membangun dan mengomunikasikan personal branding. Penelitian ini dilatarbelakangi oleh keberhasilan akun TikTok @hanifssegaf membentuk citra sebagai content creator yang natural, humoris, dekat dengan keluarga, dan memiliki ciri khas melalui konten bersama Abi. Fokus penelitian adalah bagaimana strategi personal branding @hanifssegaf pada platform TikTok, dengan tujuan menganalisis strategi tersebut melalui dimensi clarity, specialization, dan consistency dari Montoya dan Vandehey. Penelitian menggunakan paradigma konstruktivisme, pendekatan kualitatif, dan desain studi kasus tunggal terjalin menurut Robert K. Yin. Data diperoleh melalui wawancara mendalam, observasi, dan dokumentasi dengan lima informan yang terdiri atas pemilik akun, sesama content creator, personal assistant, dan dua followers. Hasil penelitian menunjukkan bahwa clarity dibangun melalui citra natural, humoris, dan dekat dengan keluarga; specialization dibentuk melalui konten keluarga, khususnya interaksi bersama Abi, yang dipadukan dengan humor dan identitas personal; sedangkan consistency diwujudkan melalui keberlanjutan tema, gaya komunikasi santai, adaptasi tren tanpa kehilangan ciri khas, serta interaksi dengan followers. Secara praktis, content creator perlu menjaga autentisitas, konsistensi pesan, dan keseimbangan antara tren, konten komersial, serta ciri khas personal. Kata Kunci: Personal Branding, TikTok, Content Creator, Studi Kasus, Komunikasi Digital
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