STRATEGI PERSONAL BRANDING DEDI MULYADI SEBAGAI TOKOH PUBLIK MELALUI MEDIA SOSIAL (Analisis Isi Pada Konten YouTube Kang Dedi Mulyadi Channel Pada Periode Juli 2024 – Februari 2025)

Dedi Mulyadi’s Personal Branding Strategy as a Public Figure Through Social Media
A Content Analysis of Videos on the Kang Dedi Mulyadi Channel from July 2024 to February 2025

ABSTRACT

The development of social media in the digital era has transformed digital platforms from mere communication tools into strategic media for shaping the image and identity of public figures. YouTube is widely used by public figures to establish closer relationships with audiences through personal and interactive audiovisual content. One public figure who actively uses YouTube as a personal branding medium is Dedi Mulyadi through the Kang Dedi Mulyadi Channel. This study aims to analyze Dedi Mulyadi’s personal branding strategy as a public figure through content published on the Kang Dedi Mulyadi Channel from July 2024 to February 2025.

This study employed a qualitative content analysis method. The theoretical framework was based on Peter Montoya’s personal branding theory, which consists of eight dimensions: specialization, leadership, personality, distinctiveness, visibility, unity, persistence, and goodwill. Data were collected through documentary analysis of videos published on the Kang Dedi Mulyadi Channel from July 2024 to February 2025.

The findings indicate that Dedi Mulyadi’s personal branding strategy was constructed through three main characteristics: social concern, closeness to local Sundanese culture, and leadership demonstrated through concrete actions in the field. The consistency of content featuring direct interaction with members of the community has shaped his image as a humane, people-oriented, and authentic leader. Furthermore, the use of a natural field-documentation approach with minimal staging has strengthened public trust in the personal branding developed through digital media.