@Hasbyristama as a Police Officer and Marathon Runner
Abstract
This study aims to analyze the personal branding strategy of Hasby Ristama (@hasbyristama) who combines his identity as a police officer and marathon runner on Instagram. The research problem examined is how Hasby builds and communicates his dual identity through digital platforms. The research aims to understand the personal branding strategy applied using the Communication Theory of Identity approach and Peter Montoya's eight characteristics of personal branding. The research method uses a descriptive qualitative approach with case study techniques, data collection through in-depth interviews with key informants, three supporting informants, and one expert informant, as well as observation and documentation of Instagram content. The results show that Hasby successfully applies the eight characteristics of personal branding (specialization, leadership, personality, distinctiveness, visibility, unity, persistence, goodwill) consistently across four identity layers. The unique combination of police profession and marathon running hobby becomes a strong positioning, supported by content consistency, active interaction with followers, and social awareness. The research concludes that authentic personal branding requires consistency between digital identity and real life, as well as clear mission integration to build a positive image in the public eye. Keywords: Personal Branding, Communication Theory of Identity, Police Officer, Marathon Runner.
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