Personal branding Agnes Rahajeng melalui Instagram @agnesrahajeng dalam ruang lingkup fashion and beauty di Jakarta = Personal branding of Agnes Rahajeng through Instagram @agnesrahajeng in the scope of fashion and beauty in Jakarta

Hermanto, Priskila Gloria (2024) Personal branding Agnes Rahajeng melalui Instagram @agnesrahajeng dalam ruang lingkup fashion and beauty di Jakarta = Personal branding of Agnes Rahajeng through Instagram @agnesrahajeng in the scope of fashion and beauty in Jakarta. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini dilatar belakangi oleh perkembangan teknologi yang semakin pesat, memungkinkan masyarakat untuk dengan mudah mengakses media sosial, khususnya dalam konteks kepentingan beauty and fashion. Sebagai seorang pengguna media sosial Instagram dengan jumlah pengikut yang signifikan, keberhasilan Agnes Rahajeng dalam menciptakan personal branding yang positif menjadi hal yang esensial untuk memperluas jangkauan pengikut dan meningkatkan kredibilitasnya. Metode penelitian yang digunakan adalah studi kasus, dipilih karena fokus pada analisis mendalam terhadap kasus yang spesifik. Teknik pengumpulan data melibatkan observasi dan dokumentasi. Hasil penelitian menunjukkan apresiasi positif terhadap personal branding Agnes Rahajeng, terutama dalam konteks industri fashion. Penjelasan konsep personal branding oleh Peter Montoya mengidentifikasi delapan elemen kunci, yaitu spesialisasi, kepemimpinan, kepribadian, perbedaan, konsistensi, kesatuan, keteguhan, dan nama baik, yang membentuk citra personal branding yang kuat dan berkesan. / This research is motivated by the rapid development of technology, enabling society to easily access social media, particularly in the context of beauty and fashion interests. As an Instagram social media user with a significant number of followers, Agnes Rahajeng's success in creating a positive personal branding is essential to expanding her follower base and enhancing her credibility. The research method employed is a case study, chosen for its focus on in-depth analysis of a specific case. Data collection techniques involve observation and documentation. The research findings indicate positive appreciation for Agnes Rahajeng's personal branding, particularly in the fashion industry context. Peter Montoya's explanation of the concept of personal branding identifies eight key elements: specialization, leadership, personality, differentiation, consistency, unity, resilience, and reputation, shaping a strong and impactful personal branding image.

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