Personal Branding Alfi Siregar sebagai Fashion dan Beauty Influencer di Instagram

Abstract

This study aims to analyze how Alfi Siregar builds personal branding as a fashion and beauty influencer on Instagram, and how this personal branding is displayed based on eleven personal branding elements according to Hubert K. Rampersad's (2009) Criteria for Effective Authentic Personal Branding theory. This study uses a descriptive qualitative method with a constructivist paradigm to explore the subjectivity of experience and the reflective process in building personal branding. Data were collected through interviews with six informants consisting of one key informant and four primary informants who are active followers of the Instagram account @alfisrg. Data collection techniques were carried out through semi-structured interviews, observations, and literature studies, and their validity was tested using source triangulation. The results of the study indicate that Alfi Siregar's personal branding is formed authentically and consistently, emphasizing fashion and beauty styles. His branding process involves the values of honesty, genuine self-representation, and emotional closeness with his followers. The findings also show that the eleven personal branding elements according to Rampersad are reflected in the content and interactions built by Alfi. His followers' perception of him is also positive, with Alfi being seen as an inspiring, consistent, and relevant figure.