ANALISIS STRATEGI PERSONAL BRANDING KREATOR LOKAL PONOROGO (STUDI KASUS KANAL YOUTUBE JEJAK RICHARD)

The development of digital media has transformed the way individuals build their public self-image, including through the YouTube platform, which allows people to express values and personality on a broad scale. This study is motivated by the phenomenon of local content creators who are less capable of forming personal identity through cultural and social content in digital media. The purpose of this study is to analyze the personal branding strategies applied by creators in building an authentic and credible image in the digital space. This research employs a descriptive qualitative method based on Montoya and Vandehey’s Personal branding theory, which includes eight main elements: Specialization, leadership, personality, differentiation, visibility, unity, persistence, and goodwill. Data were obtained through video content observation, interviews with the creator and active audiences, and documentation of channel activities. The results show that Jejak Richard has successfully built strong personal branding through consistent humanitarian values, social empathy, and reflective narratives that represent the authenticity of the creator’s character. Cinematic visual management and a simple communication style strengthen credibility and emotional engagement with the audience. This study concludes that the success of personal branding on YouTube is determined by a balance between value authenticity, message consistency, and the ability to build emotional relationships with the public.