Instagram Sebagai Media Komunikasi dalam Membangun Personal Branding (Studi Kasus Pada Han Husna Utama sebagai CEO Kebuli Al-Khalid)
DOI:
https://doi.org/10.29313/bcscm.v6i2.25015Keywords:
Personal Branding, Instagram, Chief Executive Officer, Komunikasi Kepemimpinan, Peter MontoyaAbstract
Abstract. The increasing use of social media has transformed the way business leaders establish their personal branding and communicate with the public. For a Chief Executive Officer (CEO), personal branding represents not only an individual’s identity but also the values and reputation of the organization. This research analyzes how Han Husna Utama constructs and represents his personal branding as the CEO of Kebuli Al-Khalid through Instagram, how his leadership is communicated, and why Instagram is chosen as the medium for image building. A qualitative approach within a constructivist paradigm was employed using a case study method. Data were collected through in-depth interviews, non-participant observation of the accounts @hanhusna and @kebulialkhalid, and documentation, then analyzed through data reduction, data display, and conclusion drawing based on Peter Montoya’s Personal Branding Theory. The findings indicate that his personal branding is developed through consistent leadership practices, active engagement with employees, and the representation of family and religious values. Instagram functions as a strategic communication platform that integrates personal identity with organizational identity through visual and interactive content. The study concludes that authentic leadership communication and consistent digital representation build a credible CEO image while strengthening the corporate image of Kebuli Al-Khalid.
Keywords: personal branding, Instagram, Chief Executive Officer, leadership communication, Peter Montoya.
Abstrak. Meningkatnya penggunaan media sosial mengubah cara pemimpin bisnis membangun personal branding dan berkomunikasi dengan publik. Bagi seorang Chief Executive Officer (CEO), personal branding tidak hanya merepresentasikan identitas individu, tetapi juga mencerminkan nilai dan reputasi organisasi yang dipimpinnya. Penelitian ini bertujuan menganalisis bagaimana Han Husna Utama mengonstruksi dan merepresentasikan personal branding dirinya sebagai CEO Kebuli Al-Khalid melalui Instagram, bagaimana kepemimpinannya dikomunikasikan, serta mengapa Instagram dipilih sebagai media pembentukan citra. Penelitian menggunakan pendekatan kualitatif dengan paradigma konstruktivisme dan metode studi kasus. Data dikumpulkan melalui wawancara mendalam, observasi nonpartisipan pada akun @hanhusna dan @kebulialkhalid, serta dokumentasi, lalu dianalisis melalui reduksi data, penyajian data, dan penarikan kesimpulan dengan Teori Personal Branding Peter Montoya. Hasil penelitian menunjukkan bahwa personal branding dibangun melalui praktik kepemimpinan yang konsisten, keterlibatan aktif dengan karyawan, serta representasi nilai kekeluargaan dan religius. Instagram berfungsi sebagai media komunikasi strategis yang mengintegrasikan identitas personal dengan identitas organisasi melalui konten visual dan interaktif. Penelitian menyimpulkan bahwa komunikasi kepemimpinan yang autentik dan representasi diri yang konsisten berkontribusi membangun citra CEO yang kredibel sekaligus memperkuat citra Kebuli Al-Khalid.
Kata Kunci: personal branding, Instagram, Chief Executive Officer, komunikasi kepemimpinan, Peter Montoya.
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