Utilization of Instagram Social Media as a Media for Personal Branding Strategy (Qualitative Descriptive Study on Instagram Account @herman_hadi_basuki)

Abstract

This research discusses the Utilization of Instagram Social Media as a Personal Branding Strategy with a Qualitative Descriptive Study on the Instagram Account @herman_hadi_basuki. The purpose of this research is to find out how Herman Hadi Basuki forms personal branding on Instagram social media through his Instagram account @herman_hadi_basuki. In this study, researchers used qualitative research methods. Data collection techniques using literature study, observation, and interview methods. Data analysis techniques were carried out using data reduction, data display, and conclusion methods. The data validation technique uses the triangulation method. The concept used is personal branding, and sharpened with the theory of eight personal branding concepts proposed by Peter Montoya, known as The eight law of personal branding, which includes: specialization, leadership, personality, difference, appearance, unity, constancy, and good name. The results showed that Herman Hadi Basuki through his Instagram account @herman_hadi_basuki can optimize the benefits of the features in Instagram social media to build his personal branding by working, communicating, and sharing information with his followers. Herman Hadi Basuki is known as a simple, witty, friendly, and contemporary police officer. The conclusion of this research is that Herman Hadi Basuki has successfully utilized Instagram social media as a medium for personal branding strategies through his Instagram account @herman_hadi_basuki.