PERSONAL BRANDING INFLUENCER MELALUI TIKTOK (Analisis Isi Pada Akun @sashfir)

Aulia Darren Ahsanie. NIM. 202210040311042. Personal Branding of Influencers on TikTok (Content Analysis on the @sashfir Account). Undergraduate Thesis, Communication Science Study Program, Faculty of Social and Political Sciences, Universitas Muhammadiyah Malang, 2026.
The advancement of information and communication technology, particularly through social media, has created opportunities for individuals to build their personal image, especially for influencers or public figures. TikTok, as one of the most popular social media platforms in Indonesia, enables individuals to consistently present their identity to audiences. This study focuses on Fira Assegaf, an influencer who actively utilizes TikTok to share beauty and fashion-related content. The purpose of this research is to analyze the form of personal branding constructed by Fira Assegaf through her TikTok account, @sashfir. The theoretical framework used in this study refers to the eight laws of personal branding proposed by Peter Montoya, namely specialization, leadership, personality, distinctiveness, visibility, unity, persistence, and goodwill. This research employs a qualitative content analysis method with a descriptive approach.
The data were obtained from 46 posts uploaded between March 2, 2025, and May 31, 2025. The results of the analysis indicate that six concepts are dominantly present, namely specialization, leadership, personality, visibility, unity, and goodwill. Meanwhile, the other two concepts do not clearly appear in the content presented by Fira Assegaf. Additionally, Peter Montoya highlights three key elements in building personal branding: clarity, specialization, and consistency, all of which are demonstrated by Fira Assegaf in developing her personal branding on TikTok.