Skripsi

ANALISIS PERSONAL BRANDING PADA KONTEN TIKTOK @DARASARASVATI DALAM MENAMPILKAN CITRA TREN KEBAYA

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The development of social media, particularly the TikTok platform, has opened up new spaces for individuals to build and display their self-image digitally. One form of social media utilization is through personal branding carried out by content creators. This study aims to analyze how the personal branding built by Dara Sarasvati through TikTok content @darasarasvati in presenting the image of kebaya trends. This study uses a descriptive qualitative approach with the personal branding theory proposed by Peter Montoya & Vandehey in analyzing elements of the 8 Laws of Personality as an analytical framework. These elements include Specialization, Leadership, Personality, Distinctiveness, Visibility, Unity, Perseverance, and Goodwill. The results of the study show that Dara Sarasvati consistently displays the kebaya as the main identity in each of her content, thus forming a strong specialization that is easily recognized by the audience. In addition, Dara Sarasvati succeeded in building leadership through her ability to influence the audience to re-appreciate and use the kebaya as part of her lifestyle. The personal branding created by Dara Sarasvati is not only a popularity strategy on social media, but also has a positive impact as a cultural preservation packaged in a modern and relevant way to the times.

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Detail Information

Series Title

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Call Number

T1918722026

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya., 2026

Collation

xii, 103 hlm.; ilus.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

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Classification

302.231 07

Content Type

Text

Media Type

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Carrier Type

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Edition

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Subject(s)

Prodi Ilmu Komunikasi
Personal Branding

Specific Detail Info

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Statement of Responsibility

TUTI

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