Bhaskoro, Rezananto Bimo Aryo (2026) Personal Branding Melalui Dua Kanal: Analisis Konten Menteri Keuangan Purbaya Yudhi Sadewa Melalui Akun TikTok @purbayayudhis Dan @menkeuri. Undergraduate thesis, UPN Veteran Jawa Timur.
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (Cover)
22043010157.-Cover.pdf Download (734kB) |
|
Text (Bab 1)
22043010157.-bab1.pdf Download (176kB) |
|
Text (Bab 2)
22043010157.-bab2.pdf Restricted to Repository staff only until 13 July 2029. Download (324kB) |
|
Text (Bab 3)
22043010157.-bab3.pdf Restricted to Repository staff only until 13 July 2029. Download (142kB) |
|
Text (Bab 4)
22043010157.-bab4.pdf Restricted to Repository staff only until 13 July 2029. Download (1MB) |
|
Text (Bab 5)
22043010157.-bab5.pdf Download (19kB) |
|
Text (Daftar Pustaka)
22043010157.-daftarpustaka.pdf Download (140kB) |
|
Text (Lampiran)
22043010157.-lampiran.pdf Restricted to Repository staff only until 2029. Download (1MB) |
Abstract
This study aims to analyze Finance Minister Purbaya Yudhi Sadewa's personal branding across two digital communication channels, namely his personal TikTok account @purbayayudhis and the TikTok account managed by the Ministry of Finance of the Republic of Indonesia @menkeuri. Using a qualitative approach with content analysis method, grounded in Peter Montoya's 8 Laws of Personal Branding and Labrecque's (2011) concept of digital personal branding, this research examined a corpus of 28 TikTok contents from both accounts within one month following Purbaya's inauguration as Finance Minister. The findings reveal that both accounts employ distinct yet complementary content strategies: the @purbayayudhis account features informal, spontaneous, and personal content with a casual communication style and interactive captions to foster audience proximity, while the @menkeuri account presents more formal, structured, and informative content as an institutional representation of the Ministry of Finance. Despite their differences in style and approach, one visual identity element appears consistently across both accounts, Purbaya's signature thumbs-up gesture, which has become a strong identity marker in the digital space. These findings indicate that Purbaya's management of two TikTok channels constitutes an effective digital personal branding strategy, where the personal account builds a humanistic and relatable dimension with the public, while the institutional account reinforces his professional dimension as a competent and trustworthy Finance Minister, with the consistency of identity across both channels demonstrating strong narrative coherence and alignment between his digital image and his authentic personality.
| Item Type: | Thesis (Undergraduate) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) P Language and Literature > P Philology. Linguistics > P87 Communication. Mass Media |
||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Rezananto Rezananto Bimo Aryo Bhaskoro | ||||||||
| Date Deposited: | 16 Jul 2026 03:31 | ||||||||
| Last Modified: | 16 Jul 2026 03:52 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/55031 |
Actions (login required)
 |
View Item |