Building Personal Branding as a Food Artist in Video Content

Study on the Tiktok Account @Sarakapril

Abstract

The widespread use of social media Tiktok, which was previously only used as a medium to entertain or record themselves, is now a new phenomenon that can be expanded into a communication tool for self-presentation or other meanings, which can be called personal branding. The researcher took one of the many cooking content creators in Indonesia who uses the social media tiktok as a means of personal branding, namely Sarah Eka Aprilia or who is fondly called Sarah Aprilia.
This research is entitled Building Personal branding as a Food Artist in Video Content (Study on the tiktok account @Sarahkapril). This research is a qualitative research method with a femenological approach. This study aims to find out about Sarah Aprilia in building her personal branding as a food artist through the video content she uploads on the social media Tiktok. The analysis uses Peter Montoya's theory with eight concepts of personal branding formation.
The results of this study are that as a whole, Sarah Aprilia has succeeded in carrying out her personal branding as a food artist on her tiktok social media. The process is supported by being consistent and focused on the theme of the concept taken as well as daring to be creative in experimenting so as to create something unique. Then by always following the trend of social media tiktok and always maximizing the use of the features that exist on social media tiktok also makes and displays its characteristics that look eccentric.
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Keywords: Personal Branding, Content, Tiktok