| dc.description.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. | |
