PERSONAL BRANDING YOUTUBER NOMOR SATU DI INDONESIA
Abstract
Abstract
New media is growing rapidly. One of them is YouTube. This is indicated by the data of YouTube users as much as 174.4 million people, 64% of Indonesia's total population of 272 million people. It becomes an opportunity for someone to form a personal branding in order to increase their existence or maintain it. This study discusses the personal branding analysis of artist Baim Wong on YouTube. Baim Wong is a popular Indonesian artist who is currently (in June 2020) occupying the position as the number one YouTuber in Indonesia. This study uses a qualitative description method using three main elements forming personal branding and then supported by four stages of developing personal branding.
Keywords: New Media, Personal Branding, Artists, YouTube, Baim Wong.
Abstrak
Media baru berkembang dengan pesat. Salah satunya adalah YouTube. Hal ini ditunjukkan dengan data pengguna YouTube sebanyak 174,4 juta jiwa, 64% dari total penduduk Indonesia yang berjumlah 272 juta jiwa. Hal tersebut menjadi peluang bagi seseorang untuk membentuk citra diri agar dapat meningkatkan eksistensi atau mempertahankannya. Penelitian ini membahas tentang analisis personal branding artis Baim Wong di YouTube. Baim Wong merupakan salah seorang artis populer Indonesia yang saat ini (Juni 2020) menempati posisi sebagai YouTuber nomor satu di Indonesia. Penelitian ini menggunakan metode deskripsi kualitatif menggunakan tiga elemen utama pembentuk personal branding kemudian didukung dengan empat tahapan pengembangan bentuk personal branding.
Kata kunci: Media Baru, Personal Branding, Artis, YouTube, Baim Wong.
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