Penggunaan TikTok Sebagai Personal Branding Benjamin Master Adhisurya (iben_ma)

Authors

  • Dwiki Johan Ardianto Universitas Dian Nuswantoro Semarang
  • Rahmawati Zulfiningrum Universitas Dian Nuswantoro Semarang

DOI:

https://doi.org/10.31316/jk.v6i3.4098

Abstract

Abstrak

Personal branding pada umumnya digunakan seseorang untuk meningkatkan daya tarik atau nilai jual orang tersebut. Personal branding dibangun oleh individu itu sendiri melalui pekerjaan atau profesi yang sedang di tekuninya. Benjamin Master Adhisurya (iben_ma) merupakan content creator yang saat ini sedang membangun personal branding di TikTok. Tujuan dari penelitian ini yaitu menganalisis penggunaan TikTok sebagai personal branding Benjamin Master Adhisurya (iben_ma). Metode yang digunakan dalam penelitian ini menggunakan pendekatan deskriptif dengan jenis penelitian kualitatif. Pengumpulan data menggunakan wawancara mendalam, observasi, dan dokumentasi. Penelitian menggunakan metode netnografi virtual yaitu merupakan ilmu yang dianggap memungkinkan peneliti dalam penelitian sehingga dapat melihat serta mengetahui isi konten TikTok yang dibuat oleh iben_ma. Hasil dari penelitian menggunakan elemen dari teori personal branding menunjukkan bahwa iben_ma tegas dalam menyampaiakan pesan ke followersnya, memiliki sifat yang ramah, selalu eksis membuat konten setiap hari dengan konten interview dan challenge di TikTok yang berhadiah uang tunai, dan selalu memperhatikan perkembangan trend yang terbaru atau viral di TikTok. Cerminan kepribadian iben_ma yang selalu berbagi diimplementasikan pada kontennya sehingga masyarakat memiliki persepsi bahwa konten yang dibuat iben_ma positif dan menghibur. Sebagai seorang content creator iben_ma terus berkarya dengan membuat konten yang menarik, variatif dan menghibur seperti media permainan yang interaktif dengan perantara media virtual, sehingga para followersnya dapat melakukan interaksi langsung secara virtual.

Kata Kunci: Content, Creator, Personal Branding, TikTok

 

Abstract

Personal branding is generally used by someone to increase the attractiveness or selling point of that person. Personal branding is built by the individual himself through his work or profession. Benjamin Master Adhisurya (iben_ma) is a content creator who is currently building personal branding on TikTok. The purpose of this study is to analyze the use of TikTok as a personal branding of Benjamin Master Adhisurya (iben_ma). The method used in this study uses a descriptive approach to the type of qualitative research. Collecting data using in-depth interviews, observation, and documentation. The research uses the virtual netnography method, which is a science that is considered to allow researchers in research so that they can see and know the contents of TikTok content created by iben_ma. The results of the research using elements from personal branding theory show that iben_ma is firm in conveying messages to his followers, has a friendly nature, always exists to create content every day with interview and challenge content on TikTok with cash prizes, and always pays attention to the latest trend developments or trends. viral on TikTok. The reflection of iben_ma's personality that always shares is implemented in its content so that people have a perception that the content created by iben_ma is positive and entertaining. As a content creator, iben_ma continues to work by creating interesting, varied and entertaining content such as interactive game media with virtual media intermediaries, so that his followers can interact virtually directly.

Keywords: Content, Creator, Personal Branding, TikTok

References

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Published

2022-10-13

Issue

Vol. 6 No. 3 (2022): October 2022

Section

Articles

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Copyright (c) 2022 Dwiki Johan Ardianto, Rahmawati Zulfiningrum

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