Aziz, Fawaz Abdul (2025) Personal Branding @Situkangdahar_ pada media sosial Tiktok : Studi deskriptif kualitatif pada akun Tiktok @Situkangdahar_. Sarjana thesis, UIN Sunan Gunung Djati Bandung.
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Abstract
BAHASA INDONESIA : Media sosial merupakan bagian dari perkembangan new media yang dapat digunakan oleh berbagai kalangan untuk beragam tujuan, salah satunya dalam membangun personal branding. Saat ini TikTok telah menjadi suatu platform yang kian berkembang pesat dan banyak digunakan, termasuk dalam konten kuliner yang saat ini kian diminati di kalangan masyarakat. Salah satu kreator yang populer sebagai food vlogger ialah Mang Epul (@situkangdahar_). Penelitian ini dilakukan untuk mengetahui dan mendeskripsikan bagaimana keotentikan (authenticity), konsistensi (consistency), dan spesialisasi (specialization) dari personal branding yang dibangun oleh akun tersebut, mengacu pada konsep Criteria for Effective Authentic Personal branding dari Rampersad. Penelitian ini menggunakan paradigma konstruktivisme dengan metode deskriptif kualitatif. Data dikumpulkan melalui wawancara mendalam, observasi partisipasi pasif, dan dokumentasi. Hasil temuan dari penelitian menunjukkan bahwa aspek keotentikan tercermin pada nilai personal yang dihadirkan dalam konten serta gaya komunikasi yang asli dan apa adanya. Konsistensi tampak pada keteraturan frekuensi unggahan, keseragaman gaya penyampaian, dan ciri khas konten yang terjaga. Spesialisasi terlihat pada fokusnya pada ulasan kuliner sehari-hari yang dekat dengan kehidupan masyarakat, keahlian dalam memberikan ulasan, serta pendekatan tanpa formalitas yang memudahkan audiens mera sa dekat dengan kreator. Kesimpulan dari penelitian ini ialah personal branding yang autentik, konsisten, dan memiliki spesialisasi yang jelas mampu membangun kedekatan emosional dengan audiens sekaligus memperkuat citra di media sosial. Kata kunci: Personal branding, Food vlogger, TikTok ENGLISH : Social media is part of the development of new media that can be utilized by various groups for diverse purposes, one of which is building personal branding. TikTok has rapidly grown into a widely used platform, including for culinary content that has gained increasing popularity among the public. One of the popular creators in this niche is Mang Epul (@situkangdahar_), known as a food vlogger. This study aims to explore and describe the authenticity, consistency, and specialization of the personal branding developed by this account, referring to Rampersad’s Criteria for Effective Authentic Personal branding. This research adopts a constructivist paradigm and employs a qualitative descriptive method. Data were collected through in-depth interviews, passive participant observation, and documentation. The findings reveal that authenticity is reflected in the personal values conveyed through the content and the creator’s genuine and unpretentious communication style. Consistency is demonstrated through the regular posting frequency, uniform delivery style, and maintained distinctive content characteristics. Specialization is evident in the focus on everyday culinary reviews relatable to the audience’s daily lives, expertise in delivering food critiques, and an informal approach that fosters closeness between the audience and the creator. one’s image on social media. The study concludes that personal branding that is authentic, consistent, and well specialized can foster emotional connection with the audience while strengthening Keywords: Personal branding, Food vlogger, Tiktok
| Item Type: | Thesis (Sarjana) |
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| Uncontrolled Keywords: | Personal branding; Food vlogger; TikTok |
| Subjects: | Social Interaction, Interpersonal Relations Social Interaction, Interpersonal Relations > Communication Social Interaction, Interpersonal Relations > Verbal Communication Social Interaction, Interpersonal Relations > Content of Communication Social Interaction, Interpersonal Relations > Audiences Social Interaction, Interpersonal Relations > Relations of Individual to Society |
| Divisions: | Fakultas Dakwah dan Komunikasi > Program Studi Hubungan Masyarakat |
| Depositing User: | Fawaz Abdul Aziz |
| Date Deposited: | 04 Jun 2026 07:46 |
| Last Modified: | 04 Jun 2026 08:27 |
| URI: | https://digilib.uinsgd.ac.id/id/eprint/132136 |
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