Personal Branding berbasis Nilai : Studi Kasus Kanal YouTube Gadgetin
DOI:
https://doi.org/10.22441/marcommers.v13i2.33410Kata Kunci:
Personal Branding, YouTube, Komunikasi Digital, Rampersad, GadgetInAbstrak
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.
Unduhan
Referensi
Afrilia, A. M. (2018). Personal branding remaja di era digital. Jurnal Komunikasi, 11(1), 20–30.
Creswell, J. W., & Poth, C. N. (2018). Qualitative inquiry and research design: Choosing among five approaches (4th ed.). SAGE Publications.
Datareportal. (2024). Digital 2024: Indonesia. Retrieved from https://datareportal.com/reports/digital-2024-indonesia
Franzia, E. (2018). Personal branding melalui media sosial. Seminar Nasional Pakar, 1(2), 1–10.
Google-Kantar Insight. (2023). Video viewing trends in Southeast Asia: Indonesia report. Google Indonesia.
Guba, E. G., & Lincoln, Y. S. (1994). Competing paradigms in qualitative research. In N. K. Denzin & Y. S. Lincoln (Eds.), Handbook of qualitative research (pp. 105–117). SAGE Publications.
Kaputa, C. (2005). U R a brand!: How smart people brand themselves for business success. Davies-Black Publishing.
Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative data analysis: A methods sourcebook (3rd ed.). SAGE Publications.
Montoya, P. (2002). The personal branding phenomenon. Personal Branding Press.
Patton, M. Q. (2015). Qualitative research & evaluation methods (4th ed.). SAGE Publications.
Rampersad, H. (2008). Authentic personal branding: A new blueprint for building and aligning a powerful leadership brand. Information Age Publishing.
Snelson, C. (2011). YouTube across the disciplines: A review of the literature. MERLOT Journal of Online Learning and Teaching, 7(1), 159–169.
We Are Social. (2024). Digital 2024 Global Overview Report. Retrieved from https://wearesocial.com
Unduhan
Diterbitkan
Cara Mengutip
Terbitan
Bagian
Lisensi
The copyright to this article is transferred to Universitas Mercu Buana (UMB) if and when the article is accepted for publication. The undersigned hereby transfers any and all rights in and to the paper including without limitation all copyrights to UMB. The undersigned hereby represents and warrants that the paper is original and that he/she is the author of the paper, except for material that is clearly identified as to its original source, with permission notices from the copyright owners where required. The undersigned represents that he/she has the power and authority to make and execute this assignment.
We declare that:
1. This paper has not been published in the same form elsewhere.
2. It will not be submitted anywhere else for publication prior to acceptance/rejection by this Journal.
3. A copyright permission is obtained for materials published elsewhere and which require this permission for reproduction.
Furthermore, I/We hereby transfer the unlimited rights of publication of the above mentioned paper in whole to UMB. The copyright transfer covers the exclusive right to reproduce and distribute the article, including reprints, translations, photographic reproductions, microform, electronic form (offline, online) or any other reproductions of similar nature.
The corresponding author signs for and accepts responsibility for releasing this material on behalf of any and all co-authors. This agreement is to be signed by at least one of the authors who have obtained the assent of the co-author(s) where applicable. After submission of this agreement signed by the corresponding author, changes of authorship or in the order of the authors listed will not be accepted.
Retained Rights/Terms and Conditions
1. Authors retain all proprietary rights in any process, procedure, or article of manufacture described in the Work.
2. Authors may reproduce or authorize others to reproduce the Work or derivative works for the authors personal use or for company use, provided that the source and the UMB copyright notice are indicated, the copies are not used in any way that implies UMB endorsement of a product or service of any employer, and the copies themselves are not offered for sale.
3. Although authors are permitted to re-use all or portions of the Work in other works, this does not include granting third-party requests for reprinting, republishing, or other types of re-use.
