PERSONAL BRANDING COKI PARDEDE MELALUI MEDIA INSTAGRAM (Analisis isi pada akun @cokipardedebebas)

The development of social media in the digital age has made it an important tool for building one's image, especially for public figures. Instagram, as a visual platform, allows individuals to consistently present their identity to their audience.
One figure who actively utilizes this medium is Coki Pardede, a comedian known for his unique and often controversial style of humor. This study aims to analyze the form of Coki Pardede's personal branding messages through his Instagram account @cokipardedebebas.
The theory used refers to Peter Montoya's eight concepts of personal branding, namely specialization, leadership, personality, differentiation, appearance, unity, consistency, and good intentions. This study uses a qualitative content analysis method with a descriptive approach.
Data was obtained from 109 posts taken between November 28, 2022, and March 31, 2025. The results of the analysis show that only five concepts appear to be dominant, namely specialization, personality, differentiation, appearance, and unity. The other three concepts do not appear clearly in the content displayed. This shows that Coki Pardede's personal branding is formed through consistent characteristics, a style that distinguishes him from others, and harmony between his image on social media and his real persona.