PERSONAL BRANDING AYU CANDRA SEBAGAI CONTENT CREATOR PENGGIAT BAHASA BALI MELALUI AKUN INSTAGRAM @AYUCANDRA31

Abstract

The use of social media has a great influence as a means of information, expression, and personal branding including in efforts to preserve local culture. However, not all content creators are able to pack cultural content in an attractive way and widely accepted by the audience. Ayu Candra as a young generation that is active on social media, especially Instagram, takes advantage of the opportunity to form her personal branding as a content creator of the Balinese language and succeeds in forming a positive image that can then be accepted by her followers and the wider community. This research aims to find out the personal branding formed by Ayu Candra by analyzing the concept of Eight Laws of Personal Branding by Peter F. Montoya. This research uses descriptive qualitative method and post positivism paradigm. The results of this study show that Ayu Candra built her personal branding as a content creator of Balinese language by implementing all the concepts of Eight Laws of Personal Branding. From the eight concepts, there are four most prominent concepts, namely the concept of Specialization, Ayu presents a consistent figure and can provide training that focuses on one thing, namely the use of Balinese language, even though it is different from her educational background, The Law of Personality, Ayu shows the personality as it is and becomes her own characteristic, The Law of Persistence, is proven through her consistency in producing content in the midst of obstacles that she faces in building her personal branding, and The Law of Goodwill is proven from a series of achievements and Ayu Candra's trust as a source in various important activities.