PERSONAL BRANDING AKUN TIKTOK @VMULIANA (Studi Analisis Isi Kuantitatif Edukasi Personal Branding Periode Januari-Juni 2025)

Pujangkara, Diah Arum Titah (2025) PERSONAL BRANDING AKUN TIKTOK @VMULIANA (Studi Analisis Isi Kuantitatif Edukasi Personal Branding Periode Januari-Juni 2025). Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

This research aims to analyze the personal branding carried out by Vina Andhiani Muliana through her TikTok account @vmuliana during the period from January to June 2025. Amid the rapid growth of social media, TikTok has emerged as a dominant platform in shaping digital identity, particularly among the younger generation. Vina Muliana, as one of Indonesia's leading content creators, has successfully leveraged this platform to build a personal brand as an educational figure in career and professional development. This study employs a descriptive quantitative approach using the content analysis method, based on Hubert K. Rampersad’s Authentic Personal Branding framework. To ensure data reliability, the Krippendorff method is applied for inter-coder agreement. Data were collected from 53 TikTok videos uploaded by @vmuliana within six months, then analyzed by identifying the presence of personal branding elements such as authenticity, integrity, relevance, visibility, and consistency. The findings reveal that Vina Muliana consistently presents educational content that strengthens her image as an inspiring young figure. Her branding success is reflected in the use of relevant captions, persuasive communication style, and delivery of practical, easy-to-understand information. Additionally, the strategic use of TikTok features—such as hashtags (#tipskerjavina) and active engagement with audience comments—enhances two-way interaction and message visibility. As a result, Vina Muliana’s personal brand is proven to be strong, well-planned, and sustainable. This research is expected to contribute theoretically to the field of digital communication studies and serve as a practical reference for content creators aiming to build a personal brand through short video-based platforms. Keywords: Personal Branding, TikTok, Educational Content, Content Analysis

Item Type:

Thesis (Undergraduate)

Contributors: