PEMBENTUKAN PERSONAL BRANDING @jharnabhagwani SEBAGAI BEAUTY INFLUENCER MELALUI TIKTOK

Farah Isabella Nur Fakih
Ni Luh Ramaswati Purnawan
Ade Devia Pradipta

Abstract

Personal branding is explained as a communication strategy about a person's characteristics that can lead people to sympathize or support them. Personal branding can be found on social media, especially TikTok. Jharna Bhagwani is a young girl of Indian-Indonesian blood who is pouring her hobby into makeup. The results of the makeup content are dominantly containing tips, tricks, point of view (stories/roles), and daily makeup. This study aims to determine the formation of Jharna Bhagwani's personal branding as a beauty influencer through TikTok. This research is a descriptive qualitative research on personal branding theory by Montoya, namely the 8 laws of personal branding and semiotic analysis by Peirce. The results of this study that Jharna is a beauty influencer who displays the implied meaning of most of her makeup videos. Her makeup content has also succeeded in bringing her achievements, "Best of Fashion & Beauty" at TikTok Award Indonesia 2020.

Keywords: personal branding, Jharna Bhagwani, beauty influencer, TikTok

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Published

2021-08-05

How to Cite

NUR FAKIH, Farah Isabella; PURNAWAN, Ni Luh Ramaswati; PRADIPTA, Ade Devia. PEMBENTUKAN PERSONAL BRANDING @jharnabhagwani SEBAGAI BEAUTY INFLUENCER MELALUI TIKTOK. E-Jurnal Medium, [S.l.], v. 2, n. 2, p. 18-29, aug. 2021. Available at: <https://ojs.unud.ac.id/index.php/komunikasi/article/view/76480>. Date accessed: 19 nov. 2024.

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