Pinem, Sabrina Dwi Yanti Br (2026) Analisis Strategi Personal Branding Erika Richardo Pada Akun TikTok @erikarichardo. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
TikTok has become one of the most widely used social media platforms for content creators to establish their personal branding. Erika Richardo is one of the content creators recognized for her paintings created on various unique media. This study aims to analyze Erika Richardo's personal branding strategy through her TikTok account, @erikarichardo, using Hubert K. Rampersad's Authentic Personal Branding theory. This research employed a descriptive qualitative approach using the content analysis method. The data were collected through documentation and observation of 30 TikTok videos with high engagement rates. The findings indicate that Erika Richardo's personal branding is reflected through several dimensions of Rampersad's Authentic Personal Branding theory, namely authenticity, integrity, specialization, authority, distinctiveness, visibility, persistence, goodwill, and performance. Among these dimensions, authority and distinctiveness emerged as the most dominant aspects in shaping her personal branding. This dominance is reflected in the content she presents through large-scale projects, collaborations with various parties, and her consistency in creating paintings on unique and unconventional media, which has become her distinctive characteristic and makes her easily recognizable to audiences. Furthermore, based on the content categorization developed by the researcher, the Unique Painting Media category was identified as the most dominant, representing Erika's primary identity as both a content creator and an artist. These findings suggest that Erika Richardo's personal branding is built through a combination of competence, creativity, and consistency in presenting authentic content, enabling her to build credibility and attract audience engagement on TikTok. Keywords: Personal Branding, TikTok, Erika Richardo, Rampersad's Theory.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HE Transportation and Communications | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | SABRINA DWI YANTI PINEM | ||||||||
| Date Deposited: | 21 Jul 2026 03:46 | ||||||||
| Last Modified: | 21 Jul 2026 03:46 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/56916 |
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