Strategi Personal Branding dalam Membangun Engagement Penonton Youtube
DOI:
https://doi.org/10.29313/bcscm.v6i1.22946Keywords:
Personal Branding, Kualitatif, Komunikasi DigitalAbstract
Abstract. This study explores the personal branding strategies employed by Luthfi Halimawan to foster audience engagement on the YouTube platform. Using a qualitative case study approach, it examines how visual communication, personal storytelling, and cross-platform interaction—such as Instagram and Discord—strengthen Luthfi’s digital identity. Data were collected through observation, in-depth interviews, and documentation. The findings reveal that authentic, consistent, and relevant personal branding is crucial in establishing emotional connections between creators and audiences. Luthfi Halimawan successfully constructs a grounded and relatable digital persona through casual, interactive, and community-oriented communication. This approach not only builds audience loyalty but also cultivates a collaborative social space. The study integrates self-presentation and mediatization theories, showing that successful personal branding in the digital era depends on the creator’s ability to align with media logic while maintaining authenticity within public digital spaces.
Abstrak. Penelitian ini mengkaji strategi personal branding yang diterapkan oleh Luthfi Halimawan dalam membangun keterlibatan (engagement) dengan penontonnya di platform YouTube. Menggunakan pendekatan kualitatif dengan metode studi kasus, penelitian ini berfokus pada bagaimana strategi komunikasi visual, narasi personal, dan interaksi lintas platform—seperti Instagram dan Discord—digunakan untuk memperkuat identitas digital Luthfi. Data dikumpulkan melalui observasi, wawancara mendalam, dan dokumentasi. Hasil penelitian menunjukkan bahwa personal branding yang otentik, konsisten, dan relevan menjadi kunci dalam membangun hubungan emosional antara kreator dan audiens. Luthfi Halimawan berhasil menciptakan citra diri yang natural, membumi, serta mudah diidentifikasi oleh komunitas digitalnya. Melalui gaya komunikasi yang santai, interaktif, dan berorientasi komunitas, ia tidak hanya membangun loyalitas audiens, tetapi juga menciptakan ruang sosial digital yang kolaboratif. Temuan penelitian ini dikaitkan dengan teori self-presentation dan mediatization, yang menunjukkan bahwa keberhasilan personal branding di era digital bergantung pada kemampuan individu menyesuaikan diri dengan logika media serta menjaga autentisitas identitas personal di ruang publik daring.
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