Personal Branding melalui Fesyen pada Instagram Influencer di Kota Medan

Abstract

This researcher entitled "Personal branding through fashion on Instagram Influencers in Medan City". The aim of this research is to find out how personal branding is done through fashion on Instagram influencers in the city of Medan. This research uses a qualitative approach with descriptive research methods. There were five informants in this study. The data collection techniques used were interviews, observation and literature study. The data that has been collected will be analyzed using condensation techniques, data presentation and drawing conclusions. The data validity test was carried out using triangulation. The results of the research show that based on the eight laws of personal branding theory according to Peter Montoya, the first to fifth informants display more laws of personality, building a personal brand is a process that requires consistency and time. Medan city influencers apply eight concepts for forming personal branding. Personal branding through fashion created by the informants in the research has its own characteristics, the first informant presented a fashion style with an island vibe and minimalist theme, the second informant presented a fashion style with a minimalist, chic, simple & elegant theme, monochrome/earth tone palette, then the third informant displays a fashion style with the theme of hijab fashion and feminism, then the fourth informant displays a mix&match hijab fashion style, and the fifth displays a fashion style with the theme of hijab fashion, feminism, girly, and nude pastel colors. In terms of dramatic realization, the first informant to the fifth informant improvised quite well, then in terms of idealization, the first informant to the fifth informant did not carry out special training to become a fashion influencer on Instagram social media, then in terms of maintaining expressive control, in the daily life of the first informant to the informant fifth, the researcher did not find different expressions of the informants behind and in front of social media, because Instagram social media is online and not face to face, then in terms of misrepresentation from the first informant to the fifth informant, mistakes in creating the content presented depend on the followers who see it. And finally, in the aspect of mystification, from the first informant to the fifth informant, the strength and mystery are not very visible. In terms of strength, it can still be seen from the characteristics of each informant, but in mystery it is not visible.