Personal Branding Micro-Influencer I Gusti Bagus Prasetya di Media Sosial TikTok

الملخص

This study aims to analyze the personal branding strategies employed by I Gusti Bagus Prasetya, a health and fitness micro-influencer on TikTok, using the Authentic Personal Branding framework developed by Hubert K. Rampersad. A qualitative descriptive approach was applied through interviews, non-participant observation, literature review, and documentation. The findings reveal that Gusti successfully built an authentic personal brand by centering his content on personal experience, most notably his health transformation journey in which he lost 20 kilograms. His consistency in communicating core values such as self-discipline, self-love, and transparency has proven to be the primary driver of emotional connection with his audience. A SWOT analysis indicates that his main strengths lie in content authenticity and a friendly, relatable communication style, while key weaknesses include a relatively limited audience reach and insufficient use of quantitative performance metrics. This study concludes that effective personal branding for micro-influencers is built upon authenticity, consistency, and the alignment of content with genuinely held personal values in accordance with the Authentic Personal Branding principle of developing one's identity from the inside out.