PENERAPAN KONSEP PERSONAL BRANDING PADA INFLUENCER DI MEDIA SOSIAL (Analisis Isi Kualitatif pada Akun TikTok @raniaayamin)

Rania Maheswari Yamin is an influencer with the TikTok account @raniaayamin. Having a different family background as a palace princess and the great-granddaughter of the hero Muhammad Yamin, Rania is an influencer who has advantages over others. His activity of sharing video content on TikTok social media is a process of forming personal branding. This research is to describe the personal branding carried out on the TikTok account @raniaayamin.

The concept used is the theory of The Eight Laws of Personal Branding by Peter Montoya. This theoretical concept contains 8 aspects in building personal branding. Researchers also use 3 main keys in winning personal branding, namely clarity, specialization, and consistency by Peter Montoya. This theory will describe the personal branding built by Rania Yamin on her TikTok account. Peter Montoya and Tim Vandehey define personal branding as a personal identity that stimulates the audience's perception of the values ​​and qualities held by a person (Ibrahim, 2018).

This research uses a qualitative content analysis method using descriptive type. The object of this research is a video uploaded to the TikTok account @raniaayamin which was analyzed using the 8 Personal Branding Concepts by Peter Montoya in accordance with the scope of the research. Data collection in this research used documentation techniques.

The results of this research show that the personal branding built by Rania on the TikTok social media account @raniaayamin shows Rania as an influencer who is enthusiastic about Javanese culture, has distinctive clothing characteristics that suggest an elegant and charismatic personality, as well as a background as a Mangkunegaran descendant. In the 10 videos studied, Peter Montoya's 8 Personal Branding Concepts have been implemented and have fulfilled the 3 main keys in winning personal branding, namely clarity, specialization and consistency, even though they are not yet perfect in the consistency aspect.