PERSONAL BRANDING INFLUENCER PADA MEDIA SOSIAL TIKTOK (Analisis isi Pesan Personal Branding pada Akun @shaturday)

Shadira Firdausi is one of the influencers on TikTok social media who uses TikTok social media as a place to build personal branding. Shadira's TikTok account presents DIY and a day in my life content that is uniquely packaged in her style. The @shaturday account has been followed by 4.1 million followers. This research aims to describe the personal branding carried out by Shadira Firdausi through her TikTok social media account.

Researchers use the theory of The Eight Laws of Personal Branding by Peter Montoya, where there are 8 concepts in building personal branding. Researchers also use the basic characteristics that must be built when forming personal branding according to Montoya & Vandehey, namely you, promise, and relationship as well as video elements in describing Shadira's personal branding on TikTok social media. Peter Montoya defines personal branding as a process that requires unique skills, personality and characteristics packaged in a strong identity, so that it can be remembered by the public.

This research uses a qualitative approach with a descriptive research type and a qualitative content analysis research basis. This research uses documentation techniques in the form of screenshots from the @shaturday account with DIY themed videos. This data was then analyzed using interactive data analysis developed by Miles and Huberman.

The research results show that the personal branding built by Shadira Firdausi through her TikTok social media account @shaturday prioritizes Shadira, who is seen as an aesthetic and candid influencer. In the content presented, Shadira uses 3 video elements, namely text, images and sound. Shadira has also met the basic criteria for building personal branding, namely you, promise, and relations