Analisis Personal Branding Youtuber pada Konten Series (Studi pada Konten “Borong Bitcoin: Eps 1” Timothy Ronald)

Erastus, Yoseph (2024) Analisis Personal Branding Youtuber pada Konten Series (Studi pada Konten “Borong Bitcoin: Eps 1” Timothy Ronald). S1 thesis, Universitas Kristen Indonesia.

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Abstract

Abstrak Penelitian ini bertujuan untuk mendalami personal branding Timothy Ronald terhadap penerapan prinsip-prinsip hukum personal branding milik Peter Montoya. Dengan pendekatan analisis resepsi dan metode kualitatif, penelitian ini mengeksplorasi dan mendeskripsikan penerapan pada prinsip-prinsip personal branding dalam diri Timothy Ronald yang terlihat pada konten series “Borong Bitcoin: Eps 1”. Konsep yang dibawakan seperti personal branding¸konten media sosial, dan Youtuber (Timothy Ronald), menjadi fokus utama dalam penelitian ini. Metode yang digunakan adalah Analisis Resepsi yang dilakukan dengan cara menganalisis pada teks-teks yang ada dalam konten tersebut dan berupa transkip yang telah didapatkan dari dalam konten seri “Borong Bitcoin: Eps 1”. Disamping itu hasil temuan yang didapatkan menyatakan adanya niat baik, spesialisasi, kepemimpinan, integritas, keunikan, visibilitas, dan kepribadian khas dari Timothy Ronald. Selain itu analisis yang ada menunjukan bahwa Timothy Ronald menerapkan tujuh (7) dari (8) prinsip hukum personal branding yang dikemukakan oleh Peter Montoya. Dalam konten tersebut ia telah menerapkan hukum spesialisasi (The Law of Specialization), hukum kepemimpinan (The Law of Leadership), hukum kepribadian (The Law of Personality), hukum keunikan (The Law of Distinctiveness), hukum kenampakan atau visibilitas (The Law of Visibility), hukum kegigihan atau integritas (The Law of Persistance), dan juga hukum itikad baik (The Law of Good Will), terkecuali hukum kesatuan (The Law of Unity). Demikian ia merupakan sosok yang dapat diandalkan dan dipercaya oleh banyak orang, terlihat dari banyaknya audiens yang percaya kepadanya yang dibuktikan pada komentar-komentar pada konten “Borong Bitcoin: Eps 1”. Implikasi praktis dari penelitian ini adalah pengembangan strategi personal branding yang efektif dalam dunia profesional. Maka dari itu, penelitian ini memberikan wawasan berharga bagi praktisi PR, pemasaran, dan praktisi-praktisi digital (konten kreator) dalam mengoptimalkan personal branding nya. Kata Kunci: personal branding, konten series, cryptocurrency. / Abstract This research aims to explore Timothy Ronald's personal branding in relation to the application of Peter Montoya's personal branding law principles. Using a reception analysis approach and qualitative methods, this study explores and describes the application of personal branding principles in Timothy Ronald's persona as seen in the content series "Borong Bitcoin: Eps 1". Concepts such as personal branding, social media content, and YouTuber (Timothy Ronald) are the main focus of this research. The method used is Reception Analysis, conducted by analyzing the texts present in the content and in the form of transcripts obtained from the "Borong Bitcoin: Eps 1" series content. Moreover, the findings indicate the presence of goodwill, specialization, leadership, integrity, uniqueness, visibility, and distinctive personality in Timothy Ronald. Additionally, the analysis shows that Timothy Ronald applies seven (7) out of eight (8) principles of personal branding law proposed by Peter Montoya. In the content, he has applied The Law of Specialization, The Law of Leadership, The Law of Personality, The Law of Distinctiveness, The Law of Visibility, The Law of Persistence, and The Law of Good Will, except for The Law of Unity. As such, he is a figure who can be relied upon and trusted by many people, evident from the large audience who trust him, as demonstrated in the comments on the "Borong Bitcoin: Eps 1" content. The practical implication of this research is the development of effective personal branding strategies in the professional world. Therefore, this research provides valuable insights for PR practitioners, marketers, and digital practitioners (content creators) in optimizing their personal branding. Keywords: personal branding, content series, cryptocurrency

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