Lupitasari, Octaviana (2024) ANALISIS KONSEP PERSONAL BRANDING BUDAYA JAWA YANG DILAKUKAN FOOD VLOGGER WILUJENG SINUNG PADA MEDIA TIKTOK (PADA BULAN AGUSTUS 2023 HINGGA JANUARI 2024). Skripsi (S1) thesis, Universitas Muhammadiyah Ponorogo.
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Abstract
ABSTRACT The development of communication technology is increasingly developing day by day, giving birth to various social media. Tiktok is a social media that is currently booming or viral in Indonesian society. With the presence of TikTok, people are competing to introduce their brand or personal branding. Wilujeng Sinung is one of the people who uses TikTok social media as a medium to build his personal branding. Wilujeng Sinung is known as a food vlogger with a Javanese cultural concept. There are many food vloggers on TikTok social media but there are no food vloggers who review food using Javanese cultural themes. This research aims to describe the personal branding carried out by Wilujeng Sinung via social media tiktok @mba_ut. This research uses a qualitative descriptive content analysis approach. This was done using Peter Montoya's personal branding theory. The collection technique for this research is interviews and observation. The analysis technique used uses an interactive model, namely data collection, data reduction, data presentation and drawing conclusions. The results of this research show that Wilujeng Sinung's personal branding which was built through TikTok social media is that Wilujeng Sinung prefers reviewing legendary food rather than food in cafes using mixed Javanese language which focuses on the needs of followers who are interested in everyday food or unique village food. In accordance with the theory used by Peter Montoya, the theory of the eight laws of personal branding, Tiktok @mba_ut shows that of the eight concepts, wilujeng sinung has all the concepts, but the most dominant are the concepts of specialization, leadership, personality, difference and appearance. a food vlogger with a Javanese cultural concept, many people are interested in his content. The content of his TikTok account always provides experiences of each food reviewed. And food vlogger content with a cultural concept, not everyone uses this theme, so wilujeng sinung's content on his TikTok is a novelty to preserve Javanese food and culture. Wilujeng Sinung is consistent in uploading food content with Javanese cultural concepts. The TikTok account @mba_ut has a positive influence on its followers. Keywords: Personal Branding, Wilujeng Sinung, Tiktok, Javanese Culture
| Item Type: | Thesis (Skripsi (S1)) |
|---|---|
| Uncontrolled Keywords: | Personal branding, wilujeng sinung, Tiktok javanese culture |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Social Science and Political Science |
| Depositing User: | fisip . userfisip |
| Date Deposited: | 07 Mar 2024 07:23 |
| Last Modified: | 07 Mar 2024 07:23 |
| URI: | http://eprints.umpo.ac.id/id/eprint/13450 |
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