Membentuk Citra Diri Melalui Tiktok: Studi pada Akun @Ceritasalsabila dalam Konteks Personal Branding

Abstrak

Self-image refers to how an individual can depict themselves through assessments of their own physical body. This perception is formed by ourselves and is often subconscious, as it can be very subtle or abstract. This study aims to understand self-image is formed through TikTok in the context of personal branding on the @ceritasalsabila account. The theory used in this research is the Dramaturgy Theory, which views everyday life as a performance where individuals play certain roles. This life can be imagined as a stage with two parts: the front stage and the back stage. The research method used is qualitative with a constructivist paradigm. Data collection techniques include interviews, observations, and documentation. The results of this study show that @ceritasalsabila optimally uses Peter Montoya's The Eight Laws of Personal Branding, focusing on specialization, leadership, personality, distinctiveness, visibility, unity, persistence, and good name. The personal branding that @ceritasalsabila aims to build on the front stage is to be seen as a kind, friendly, and honest figure in her content, with consistency in building and maintaining her personal brand on TikTok. Meanwhile, on the back stage, @ceritasalsabila explains the challenges faced regarding changes in the TikTok algorithm, which can affect her content strategy. However, she remains committed to staying authentic and maintaining engagement and income from the platform.