Strategi personal branding Devina Aureel melalui akun instagram @devinaureel = Personal branding strategy of Devina Aureel through @devinaureel Instagram account

Christeg, Deborah Ezerzhela Evangeline (2021) Strategi personal branding Devina Aureel melalui akun instagram @devinaureel = Personal branding strategy of Devina Aureel through @devinaureel Instagram account. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Media sosial Instagram saat ini telah menjadi media alternatif dalam bidang pemasaran maupun promosi. Digital influencer adalah suatu fenomena yang tercipta oleh adanya media sosial. Para influencer mengunggah foto atau video terkait keseharian diri, pekerjaan, bahkan kehidupan pribadi yang kemudian mampu mengumpulkan suatu komunitas. Namun, tingginya kompetisi dalam media sosial memaksa masing-masing digital influencer untuk memiliki personal brand yang kuat agar tidak mudah tergeser dengan influencer lainnya. Personal brand yang baik akan membantu individu mempertahankan eksistensi dirinya di Instagram. Dirinya juga dapat menarik perhatian dari brand ternama atau perusahaan-perusahaan besar. Devina Aureel dengan akun @devinaureel pada awalnya tidak memiliki latar belakang sebagai selebriti namun keberhasilannya menciptakan brand yang unik hingga ia membintangi berbagai film tanah air. Penelitian ini bertujuan menganalisis strategi personal branding Devina Aureel berdasar pada 11 kriteria Authentic Personal Branding yang diungkapkan olen Rampersad. Pengumpulan data dilakukan melalui observasi online pada akun Instagram dan melakukan wawancara tatap muka. Hasil penelitian ini menunjukkan personal branding Devina Aureel memiliki kepribadian yang memiliki karakter, visi yang sesuai ambisi pribadi, kode moral dan perilaku, fokus pada satu bidang, diakui dan berpengalaman, unik, dipandang secara positif oleh audiens, dan terus menerus dikembangkan melalui akun Instagram @devinaureel. / In today's world, Instagram social media has become an alternative media in marketing and promotion. Digital influencers are a phenomenon created by social media. Influencers upload their photos or videos related to their daily lives, work, even personal life which then created a community. However, the high competition in the social media forces each individual to create a strong personal brand to keep their existence and being irreplaceable. The personal brand also has to reflect the individual's unique self. A good personal brand will help individual maintain their presence on Instagram. It can also attract attention from well-known brands or big companies. Devina Aureel with the account @devinaureel initially did not have a background as a celebrity but then she created a unique brand, now she starred in various Indonesian films. This study aims to analyze Devina Aureel's personal branding based on 11 Authentic Personal Brand criterias by Rampersad. Data collection was carried out through online observation on her Instagram account and face-to-face interview. The results indicate that Devina Aureel's personal branding has a character, vision that fits her ambition, moral codes, specialization, recognized as experienced, unique, positively accepted, and continuously being developed through the Instagram account @devinaureel.

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