PERSONAL BRANDING DR. OKY PRATAMA DI MEDIA SOSIAL TIKTOK (Analisis Isi Akun TikTok @dr.okypratamaa_kedua)

Dr. Oky Pratama is known as a beauty and aesthetic doctor who is also active as a social media influencer on TikTok. He has gained increasing recognition for his unique and eccentric educational style in reviewing various skincare products through his second TikTok account, @dr.okypratamaa_kedua, which has received widespread praise and high engagement. This study uses a qualitative descriptive approach and is based on qualitative content analysis. The theoretical framework applied is Peter Montoya’s Eight Laws of Personal Branding. Data collection techniques include documentation and literature study, with the research scope clearly defined by the researcher. The findings show that through his TikTok account, @dr.okypratamaa_kedua, Dr. Oky Pratama has implemented three out of the eight concepts of personal branding according to Peter Montoya: The Law of Specialization, The Law of Leadership, and The Law of Persistence. The personal branding built by Dr. Oky Pratama has successfully strengthened his image as an educational, professional, and integrity-driven figure, who is also capable of exerting broad influence on digital platforms.