Personal Branding Strategy Through Instagram: A Case Study of
Abstrak
Penelitian ini bertujuan untuk menganalisis strategi personal branding Hasby Ristama (@hasbyristama) yang menggabungkan identitas sebagai perwira polisi dan pelari marathon di Instagram. Permasalahan yang diteliti adalah bagaimana Hasby membangun dan mengkomunikasikan identitas ganda tersebut melalui platform digital. Tujuan penelitian untuk memahami strategi personal branding yang diterapkan menggunakan pendekatan Communication Theory of Identity (CTI) dan delapan karakteristik personal branding Peter Montoya. Metode penelitian menggunakan pendekatan kualitatif deskriptif dengan teknik studi kasus, pengumpulan data melalui wawancara mendalam dengan informan kunci, tiga informan pendukung, dan satu informan ahli, serta observasi dan dokumentasi konten Instagram. Hasil penelitian menunjukkan Hasby berhasil menerapkan kedelapan karakteristik personal branding (spesialisasi, kepemimpinan, kepribadian, kekhasan, visibilitas, kesatuan, ketekunan, niat baik) secara konsisten pada empat lapisan identitas. Keunikan kombinasi profesi polisi dan hobi maraton menjadi penempatan yang kuat, didukung konsistensi konten, interaksi aktif dengan pengikut, dan kepedulian sosial. Kesimpulan peneliti membuktikan bahwa personal branding autentik memerlukan konsistensi antara identitas digital dan kehidupan nyata, serta intergrasi misi yang jelas untuk membangun citra positif di mata publik. Kata kunci: Personal branding, Communication Theory of Identity, Polisi, Pelari Maraton.
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