Firdaus, Al Hanif Rizqy Fajar (2026) ANALISIS PERSONAL BRANDING YOSHUA MARCELLOS SEBAGAI PROMOTOR TINJU PADA EVENT BYON COMBAT DI AKUN INSTAGRAM @celloszxz. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to describe and determine the personal branding strategy carried out by Yoshua Marcellos as a boxing promoter for the Byon Combat event through the Instagram account @celloszxz. This research uses a qualitative descriptive approach with the content analysis method developed by Klaus Krippendorff. Data collection was carried out by selecting 25 reels video contents uploaded on the @celloszxz Instagram account during the period of June 1 to August 31, 2025. The analysis was based on the nine elements of personal branding by Ashutosh Garg, namely be yourself, be credible, be confident, be different, be energetic, be special, be connected, be supportive and support, and be consistent. The results showed that Yoshua Marcellos successfully built a strong, authentic, and consistent personal branding. He presented his image as an honest, humorous, expressive, and flexible promoter. In addition, this study also found a combination of these elements forming the concepts of Authenticity, Optimistic, Collaborate, and Committed. In conclusion, the success of Yoshua Marcellos's personal branding is heavily influenced by a combination of self-authenticity, content consistency, audience interaction, and the optimal use of Instagram as a social media platform. Keywords: Personal Branding, Instagram, Boxing Promoter, Byon Combat, Yoshua Marcellos.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | P Language and Literature > P Philology. Linguistics > P87 Communication. Mass Media | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | AL HANIF RIZQY FAJAR FIRDAUS | ||||||||
| Date Deposited: | 26 May 2026 03:29 | ||||||||
| Last Modified: | 26 May 2026 04:39 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52650 |
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