QUALITATIVE STUDY OF ENHANCE PERSONAL BRANDING THROUGH DIGITAL PLATFORM

Abstract

At this time, the development of technology is growing rapidly and digital platforms are present to meet the needs of people.  One of them is social media. Social Media becomes a place for people to build their personal branding. Not only for celebrities or entrepreneurs, but personal branding is intended for anyone who wants to be known by others for what is best done. The advantage of personal branding in today's digital era is the achievement of "likes", "followers" or "subscribers" making social media from influencers a driving force for marketing and sales (James F, 2013). Therefore, this research aims to know how influential personal branding in digital platform, how to build and maintain personal branding power and how personal branding affect public awareness which is able to increase economic value.  This research is a descriptive qualitative research type. The results found in this research are ¹⁾Increasing personal branding through social media as a digital platform in line with the increase in the number of followers, likes and comments, ²⁾Similarity factors (hobbies, tastes or regions of origin) and admiration for influencers are factors that connect influencers and followers, ³⁾Building personal branding starts with sharing interesting activities, stories and experiences through social media, ^4)To maintain the personal branding power, namely by active communication and interaction on social media and by developing content and personal character, ⁵⁾Enhance personal branding through social media can attract the attention of business actors or brand owners to market their businesses/products/services/brands through social media owned by influencers.