Analisis Isi Personal Branding Ibnu Wardani di Media Sosial TikTok

Manalu, Else Florenta (2023) Analisis Isi Personal Branding Ibnu Wardani di Media Sosial TikTok. S1 thesis, Universitas Kristen Indonesia.

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Abstract

Perkembangan teknologi komunikasi yang semakin canggih memunculkan aplikasi media sosial. Salah satu aplikasi media sosial yang paling populer di kalangan masyarakat Indonesia saat ini adalah media sosial TikTok. Kehadiran media sosial TikTok digunakan untuk kegiatan pribadi bersaing dalam memperkenalkan atau memahami personal brand kepada masyarakat. Ibnu Wardani adalah pembuat konten yang menggunakan media sosial TikTok untuk kampanye personal branding. Penelitian ini bertujuan untuk mendeskripsikan personal branding Ibnu Wardani melalui media sosial TikTok @ibnuwardani. Penelitian ini menggunakan metode analisis isi deskriptif kualitatif. Analisis dilakukan dengan menggunakan berbagai aspek personal branding oleh Peter Montoya. Teknik pengumpulan data yang digunakan adalah observasi dan dokumentasi. Teknik analisis data yang digunakan adalah analisis isi model Krippendorf. Untuk menguji keabsahan data dalam penelitian ini digunakan teknik triangulasi waktu. Temuannya, Ibnu Wardani yang membangun personal branding melalui akun TikTok @ibnuwardani dianggap sebagai pembuat konten yang memiliki konten interaktif seperti terlihat pada konten yang diunggah, yang memuat berbagai video tentang konten kebersamaan bersama Lita Hutami dan Giveaway/ konten eksperimen sosial. Ibnu Wardani kerap mengajak para pengikutnya untuk berpartisipasi aktif dengan memberikan komentar pada unggahannya atau merekomendasikan ide konten. Dalam konten yang diunggah, peneliti menemukan bahwa personal branding yang ditampilkan Ibnu Wardani didukung oleh konsep pembentukan personal branding yang dikemukakan oleh Peter Montoya yaitu spesialisasi dan keteguhan. Kata kunci: Personal branding, Analisis Isi, TikTok. / Social media applications are the result of communication technology becoming more and more advanced. TikTok is currently one of the most widely used social media platforms among Indonesians. TikTok social media is utilized for individual actions in competitions to present or comprehend personal brands to the general audience. Content creator Ibnu Wardani runs personal branding efforts on TikTok social media. This study attempts to characterize Ibnu Wardani's social media presence on TikTok under the handle @ibnuwardani. A qualitative descriptive content analysis method is employed in this study. A variety of facets of Peter Montoya's personal brand were included in the analysis. The methods of data collecting that are employed are recording and observation. Krippendorf model content analysis is the method of data analysis that was applied. The time triangulation technique was employed in this study in order to assess the validity of the data. The research revealed that Ibnu Wardani, who developed his personal brand on TikTok with the account @ibnuwardani, was regarded as a content creator with interactive material because of the videos he shared about togetherness with Lita Hutami and giveaway/social experiment content. Ibnu Wardani frequently asks his fans to get involved by leaving comments on his uploads or suggesting ideas for new content. Researchers discovered that Ibnu Wardani's personal branding in the uploaded content was consistent with Peter Montoya's idea of personal branding formation, which emphasizes expertise and determination. Keywords: Personal branding, Content Analysis, TikTok

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