PENERAPAN PERSONAL BRANDING PETER MONTOYA DALAM KONTEN MEDIA SOSIAL (ANALISIS ISI PADA AKUN TIKTOK @PANDAWARA)

Pandawara Group is a collective of environmental activists and influencers operating via the TikTok account @pandawara. Amidst the prevalence of entertainment-oriented social media content, Pandawara Group stands out by offering a different value proposition through tangible environmental cleanup actions that have captivated millions of viewers. Their practice of sharing cleanup videos on TikTok serves as a process of building their personal brand. This study aims to analyze the personal branding strategy developed by Pandawara Group on their TikTok account. It employs Peter Montoya’s "The Law of Personal Branding" framework, which encompasses eight primary laws and three keys to successful personal branding: clarity, specialization, and consistency. Montoya defines personal branding as the audience's perception of the value and quality of an individual's or group's identity. A descriptive qualitative content analysis method was used. The study focuses on 14 videos uploaded to the @pandawara TikTok account, analyzing them against Montoya’s eight laws of personal branding. Data collection involved the analysis of visual documentation and narrative content. The results indicate that Pandawara Group effectively applied Peter Montoya’s eight laws of personal branding across the 14 analyzed videos. Their specialization and steadfast commitment to the issue of waste cleanup serve as core pillars, while their uniqueness is reinforced by the signature hashtag #onedayonetrashbag and an authentic visual style. Their approachable personalities foster an emotional connection with the audience, and their demonstrated leadership through real-world action has successfully built a positive reputation while mobilizing the audience to support social causes. Overall, narrative consistency, clarity of focus, and powerful visual storytelling on TikTok have successfully shaped a public perception that is strong, credible, and widely influential.