Analisis Branding Menteri Keuangan Purbaya Yudhi Sadewa pada Akun TikTok @purbayayudhis

Ariella, Nissa (2026) Analisis Branding Menteri Keuangan Purbaya Yudhi Sadewa pada Akun TikTok @purbayayudhis. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

This research analyzes the personal branding strategy of Purbaya Yudhi Sadewa as a public official through the TikTok account @purbayayudhis. This phenomenon is compelling to investigate due to the shift in political communication styles in the digital era, where state officials have begun leveraging entertainment platforms like TikTok to build a more fluid and interactive image. This research aims to uncover how this image-building strategy is executed by employing Peter Montoya's theoretical framework, "The Eight Unbreakable Laws of Personal Branding," which encompasses specialization, leadership, personality, distinctiveness, visibility, unity, persistence, and goodwill. Utilizing a descriptive qualitative approach with Klaus Krippendorff's qualitative content analysis method, the study finds that Purbaya Yudhi Sadewa effectively implements these eight laws to create a unique identity. The results indicate that Purbaya Yudhi Sadewa's personal branding on TikTok is heavily dominated by the Law of Personality and the Law of Distinctiveness. The primary uniqueness of Purbaya's self-image lies in his ability to blend political entertainment (politainment) and state financial education (edutainment) in a balanced and organic manner. Based on the analysis of netizens' comment sections, this impression management strategy has proven effective in satisfying the Law of Goodwill, as evidenced by positive responses from web users. This study confirms that the public perceives Purbaya Yudhi Sadewa's personal branding as a "populist technocrat" who is warm, humorous, and down-to-earth, without losing his functional credibility as a state financial leader.

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Thesis (Undergraduate)

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