PENERAPAN KONSEP PERSONAL BRANDING OLEH INFLUENCER DI MEDIA SOSIAL (Analisis Isi pada Akun TikTok @ekidarehanf)

This study aims to determine how personal branding is applied by Ekida Rehan Firmansyah, a doctor and influencer with the TikTok account @ekidarehanf, in disseminating health education. This research employs the theory of "The Eight Laws of Personal Branding" by Peter Montoya, which includes eight essential aspects of building personal branding, as well as three key elements for winning personal branding: clarity, specialization, and consistency. Personal branding is defined by Peter Montoya and Vandehey as a process that requires expertise, personality, and unique traits packaged into a strong identity, enabling an individual to be recognized among many public figures.

This study uses a qualitative content analysis method with a descriptive approach. The research object consists of 12 video posts from the TikTok account @ekidarehanf, analyzed based on the eight personal branding concepts. Data collection was conducted using documentation techniques. The findings indicate that Ekida Rehan Firmansyah, also known as Dr. Ekida, has implemented Peter Montoya’s eight personal branding concepts in his TikTok account while fulfilling the three key elements of winning personal branding: clarity, specialization, and consistency. However, the aspect of consistency still needs improvement to achieve a more optimal application of personal branding.