Instagram Sebagai Media Pembentukan Personal branding Influencer: Studi Pada Akun Instagram @Anez_Scarlet”

Butar-Butar, Angel (2026) Instagram Sebagai Media Pembentukan Personal branding Influencer: Studi Pada Akun Instagram @Anez_Scarlet”. S1 thesis, Universitas Kristen Indonesia.

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Abstract

Anez Scarlet Merupakan salah satu influencer yang awalnya seorang karyawan Departemen di perusahaan Jakarta. Namun, pada tahun 2020 berhenti berkerja dikarenakan tidak sesuai apa yang dia inginkan. Dan memulai hidupnya yang baru sebagai influencer pada tahun 2021. Saat ini, Anez Scarlet aktif di instagram sebagai influencer yang membagikan konten traveling dan endorsement makanan, skincare, tempat hype. Sekarang pilihannya adalah influencer yang memiliki banyak pengikut pada akun instagramnya sehingga menjadikan dirinya sebagai influencer menarik untuk diteliti lebih lanjut terutama terkait pembentukan personal branding di instagram. Penelitian ini bertujuan untuk mengetahui bagaimana instagram dimanfaatkan oleh Anez Scarlet dalam pembentukan personal branding berdasarkan delapan konsep personal branding Peter Montoya, yaitu The Law of Specialization, The Law of Leadership, The Law of Personality, The Law of Distinctiveness, The Law of Visibility, The Law of Unity, The Law of Persistence, dan The Law of Goodwill. Penelitian ini menggunakan metode kualitatif dengan pendekatan fenomologi. Data diperoleh melalui wawancara, observasi terhadap akun instagram Anez Scarlet, dan dokumentasi. Melalui teori delapan konsep utama dari Peter Montoya, dapat disimpulkan bahwa Anez Scarlet telah berhasil membangun setiap konsep dan mengelola personal branding dimedia sosial instagram dan telah memenuhi setiap konsep teori tersebut. Dari konten Anez Scarlet di instagram terkait dengan personal branding yang ditunjukkan oleh Anez Scarlet hanya sebagai influencer yang aktif di media sosial instagram. Kata Kunci : Personal branding, Influencer, Instagram. / Anez Scarlet is an influencer who was formerly a corporate employee in Jakarta. She left her job in 2020 because it did not align with her aspirations and subsequently embarked on a new career as an influencer in 2021. Currently, she is active on Instagram, sharing content related to travel, food endorsements, skincare, and trendy hotspots. Her significant following makes her a compelling subject for further study, particularly regarding the development of her personal brand on the platform. This study aims to examine how Anez Scarlet utilizes instagram to build her personal brand based on Peter Montoya’s eight concepts of personal branding: the Law of Specialization, the Law of Leadership, the Law of Personality, the Law of Distinctiveness, the Law of Visibility, the Law of Unity, the Law of Persistence, and the Law of Goodwill. The research employs a qualitative method with a phenomenological approach. Data were gathered through interviews, observation of Anez Scarlet’s Instagram account, and documentation. Based on Montoya’s eight key concepts, it is concluded that Anez Scarlet has successfully established and managed her personal brand on Instagram, effectively embodying each of the theoretical concepts. The content she shares reflects a personal brand centered on her identity as an active Instagram influencer. Keywords: Personal branding, Influencer, Instagram

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