Analisis Personal Branding Melalui Isi Konten Instagram @Abellyc
DOI:
https://doi.org/10.36668/jal.v14i2.1541Abstract
Personal branding through Instagram is exemplified by Abel Cantika, who is not only a content creator but also a prominent beauty influencer. This study aims to analyze the personal branding strategies employed by Abel Cantika through her Instagram content as a beauty influencer. The research applies Peter Montoya’s personal branding framework, which consists of eight principles: Specialization, Leadership, Personality, Distinctiveness, Visibility, Unity, Persistence, and Goodwill—integrated with Erving Goffman’s (1959) Self-Presentation Theory to understand how Abel constructs and presents her digital persona. This study uses a qualitative descriptive method with content analysis of @abellyc’s Instagram posts. The findings reveal that Abel Cantika consistently demonstrates an authentic personality that reflects honesty, professionalism, and social responsibility. This consistency reinforces her image as a credible and inspiring public figure in the digital beauty industry.
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