Personal Branding berbasis Nilai : Studi Kasus Kanal YouTube Gadgetin

Ari Erlangga, Marwan Mahmudi, Zahrotul Umami

Abstract


Penelitian ini menganalisis strategi personal branding David Brendi melalui kanal YouTube GadgetIn. Dengan pendekatan kualitatif deskriptif, data diperoleh melalui wawancara mendalam dan observasi konten. Analisis menggunakan sebelas konsep personal branding dari Rampersad (2008), seperti keaslian, integritas, hingga kinerja. Hasil penelitian menunjukkan bahwa David menerapkan seluruh elemen tersebut secara konsisten, membentuk citra yang kredibel dan dipercaya audiens. Studi ini memperkuat peran media sosial sebagai ruang strategis dalam membangun personal branding yang efektif.


Keywords


Personal Branding; YouTube; Komunikasi Digital; Rampersad; GadgetIn

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DOI: http://dx.doi.org/10.22441/marcommers.v13i2.33410

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