Strategi Personal Branding Farida Zulfa di TikTok dalam Membangun Citra Positif sebagai Pengusaha Lokal

Abstract

ABSTRAK

Penelitian ini menganalisis strategi personal branding Farida Zulfa sebagai pengusaha lokal di TikTok, memahami respons informan pendukung terhadap strategi tersebut, serta menjelaskan kontribusinya dalam membentuk citra positif. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus, dianalisis melalui delapan hukum personal branding dari Montoya dan Vandehey, yaitu specialization, leadership, personality, distinctiveness, visibility, unity, persistence, dan goodwill. Informan terdiri atas satu informan utama dan dua informan pendukung yang dipilih secara purposive sampling. Data dikumpulkan melalui in-depth interview, observasi nonpartisipan terhadap sepuluh video TikTok, dan dokumentasi, lalu dianalisis dengan model interaktif Miles, Huberman, dan Saldaña; keabsahan data diuji melalui triangulasi sumber dan teknik. Hasil penelitian menunjukkan Farida Zulfa membangun personal branding melalui identitas yang autentik, transparan, dan konsisten sebagai pengusaha lokal. Strategi tersebut mendapat respons positif karena meningkatkan kredibilitas, kepercayaan, dan kedekatan dengan audiens, serta berkontribusi membentuk citra positif Farida Zulfa sebagai pengusaha lokal yang profesional, inspiratif, dan terpercaya, sekaligus memperkuat reputasi dan hubungan jangka panjang dengan audiens. Temuan bersifat kontekstual dan terbatas pada informan, video, serta dokumentasi yang digunakan.

ABSTRACT

This study analyzes Farida Zulfa's personal branding strategy as a local entrepreneur on TikTok, examines supporting informants' responses to the strategy, and explains its contribution to building a positive image. A qualitative case study approach was used, analyzed through the eight laws of personal branding proposed by Montoya and Vandehey, covering specialization, leadership, personality, distinctiveness, visibility, unity, persistence, and goodwill. Participants consisted of one key informant and two supporting informants selected through purposive sampling. Data were collected through in-depth interview, non-participant observation of ten TikTok videos, and documentation, then analyzed using the interactive model of Miles, Huberman, and Saldaña, with trustworthiness ensured through source and technique triangulation. Findings show that Farida Zulfa builds her personal branding through an authentic, transparent, and consistent identity as a local entrepreneur. The strategy received a positive response because it strengthened her credibility, trustworthiness, and closeness to the audience, and contributed to shaping her positive image as a professional, inspiring, and trustworthy entrepreneur while reinforcing her reputation and long-term relationship with the audience. The findings are contextual and limited to the informants, videos, and documentation used in this study.