Personal Branding Narya Rahma melalui Instagram sebagai inspirasi Fashion

Rahmawati, Ajeng (2024) Personal Branding Narya Rahma melalui Instagram sebagai inspirasi Fashion. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

INDONESIA: Digitalisasi saat ini banyak dimanfaatkan terutama pada media sosial sebagai sarana berkomunikasi. Instagram memiliki peran penting dalam membentuk personal branding, termasuk bagi para selebgram dan Influencer. Personal branding dalam memasarkan diri melalui fase membangun identitas pribadi, saling terhubung dan berkomunikasi untuk memenuhi tujuan pribadi dan professional. Penelitian ini bertujuan menganalisis akun Instagram @naryarahma dalam mengembangakan personal branding-nya yang mengacu pada pendapat Silih Agung Wasesa dengan lima konsep dasar personal branding Circle-P, diantaranya yaitu: Competency (Kompetensi), Connectivity (Konektivitas), Creativity (Kreativitas), Compliance (Kepatuhan) dan Contributions (Kontribusi). Penelitian ini menggunakan metode deskriptif dan pendekatan kualitatif. Pengumpulan data melalui wawancara mendalam, dokumentasi dan observasi partisipasi pasif. Hasil dari penelitian ini menunjukan bahwa Narya Rahma telah menerapkan lima konsep Circle-P oleh Wasesa, yaitu; 1) Competency Narya Rahma yang fokus pada bidang fashion melalui konten yang beragam, karakter yang ceria sehingga dapat menjadi sosok yang menginspirasi pengikutnya. 2) Connectivity antara Narya Rahma dengan brand, influencer dan pengikutnya berhubungan baik sehingga dapat mempengaruhi publiknya. 3) Creativity Narya Rahma dalam membangun personal branding terlihat jika mengikuti trend, membuat video estetik dan aktif menyapa serta mengikuti kebutuhan publik. 4) Compliance yang dibangun Narya Rahma dengan mengunggah konten original, bijak bersosial media dan berprinsip dalam mengambil keputusan endorsement atau campaign. Terakhir, 5) Contributions yang Narya Rahma bangun yaitu dengan membantu mempromosikan brand lokal dan mengikuti event beauty, festival preloved barang pribadinya dan berkegiatan postif. Berdasarkan pembahasan tersebut, dapat ditarik kesimpulan bahwa Narya Rahma telah mengimplementasikan lima poin utama dari konsep Circle-P melalui kemampuannya di bidang fashion, menjalin hubungan yang baik dengan brand dan pengikutnya, berkreasi melalui trend terkini dan video estetik, bijak dalam bersosial media dengan memiliki prinsip. serta membantu brand lokal dalam mempromosikan produk hingga mengikuti event beauty dan preloved. ENGLISH: Digitalization is currently widely used, especially on social media as a means of communication. Instagram has an important role in shaping personal branding, including for celebrities and influencers. Personal branding in marketing oneself through the phase of building a personal identity, connecting and communicating to fulfill personal and professional goals. This research aims to analyze the @naryarahma Instagram account in developing its personal branding which refers to the opinion of Silih Agung Wasesa with five basic concepts of Circle-P personal branding, including: Competency, Connectivity, Creativity, Compliance and Contributions. This research uses descriptive method and qualitative approach. Data were collected through in-depth interviews, documentation and passive participation observation. The results of this study indicate that Narya Rahma has implemented five Circle-P concepts by Wasesa, namely; 1) Competency Narya Rahma who focuses on fashion through diverse content, a cheerful character so that she can become a figure who inspires her followers. 2) Connectivity between Narya Rahma and brands, influencers and followers are well connected so that they can influence the public. 3) Creativity Narya Rahma in building personal branding is seen when following trends, making aesthetic videos and actively greeting and following the needs of the public. 4) Compliance that Narya Rahma builds by uploading original content, being wise in social media and being principled in making endorsement or campaign decisions. Finally, 5) Contributions that Narya Rahma builds are by helping to promote local brands and participating in beauty events, preloved festivals for her personal items and doing positive activities. Based on this discussion, it can be concluded that Narya Rahma has implemented the five main points of the Circle-P concept through her ability in the fashion field, establishing good relationships with brands and followers, creating through the latest trends and aesthetic videos, being wise in social media by having principles. and helping local brands in promoting products to participating in beauty and preloved events.

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