Personal Branding Sisca Kohl Di Akun TikTok @Siscakohl

Abstract

Branding is a common process in the world of marketing. Branding marketing is used to distinguish a product so that there is a differentiator to bring out its characteristics, this will make it easier for audiences to remember it. Personal branding is an activity carried out by a person in order to generate a positive response from the audience. This can happen depending on how someone builds their personal branding, therefore personal branding is very important for someone who wants to be known by the public. This study discusses Sisca Kohl's Personal Branding Form as an influencer on Tiktok Social Media. Tiktok is currently a social media that is used personally to express oneself as well as a personal branding medium. This research refers to the theory of Five Brand Personality Traits. There are five brand personality dimension scales with fifteen indicators, namely sincerity (down-to-earth, honest, healthy, cheerful), excitment (online, passionate, imaginative, up to date), competence (reliable, intelligent, successful), category sophistication (upscale, charming), and ruggedness (outdoorsy, though) and richness with two video and caption. This research uses descriptive quantitative content analysis method. The results show that the Tiktok @siscakohl account meets the five-dimensional scale of the Five Brand Personality Traits with different proportions. Of the five brand personality dimension scales, the sincerity category dominates the characters that make up Sisca's personal branding with a percentage of 26.4%. In addition, the results of the analysis on the wealth content category show that the Tiktok @siscakohl account is a means to build personal branding as a content creator because Sisca is consistent with her trademark in creating content with unique and cheerful objects.