ANALISIS MANAJEMEN MEDIA SOSIAL TASYA KISSTY DALAM MEMBANGUN PERSONAL BRANDING

This study aims to analyze how Tasya Kissty builds her personal branding on social media through creative self-representation on Instagram and TikTok. The research focuses on examining Tasya Kissty’s content on both platforms, including the “Obrak-abrik” series, product review content, and experiences shared from attending workshops. The data were analyzed based on interview results conducted with Tasya Kissty through Instagram direct messages, with responses submitted via Google Docs. The findings indicate that Tasya Kissty successfully projects an authentic and relatable self-image to her audience through a combination of visual creativity (such as DIY projects and modest fashion), storytelling based on personal experiences, and a polished and attractive front-stage presentation. Behind this presentation, however, lies significant effort in the backstage process, including condensing 55 minutes of footage into a one-minute video, investing IDR 2.5 million in tufting materials, and painting outdoors despite discomfort caused by strong paint fumes. These efforts have generated high levels of engagement on social media, as reflected in achievements such as 2 million views on a bag charm review video. The findings contribute to a deeper understanding of digital communication among local influencers, sustainable personal branding strategies, and provide practical insights for content creators as well as media literacy development among audiences.