ANALISIS PERSONAL BRANDING FASHION BLOGGER DIANA RIKASARI

Abstract

Abstract: Personal branding is a way for people to build a brand about themselves. Diana Rikasari is an example of successful personal branding on the internet through her blog "Hot Chocolate and Mint" (dianarikasari.blogspot.com). Diana was the first fashion blogger in Indonesia and she has brought the fashion blogger trend to Indonesia. Hence, the researchers are interested in analyzing how personal branding done by Diana Rikasari through her blog at the beginning of her career based on the eight laws of personal branding and the characteristics of strong personal branding. This is a qualitative study that uses secondary data from the published writings on Diana’s blog (dianarikasari.blogspot.com) and other publications that contain media interviews with Diana. To analyze the results of the study, the research team did the coding process and categorization in order to describe the information obtained and analyze the results of the research with the literature review. Based on the study results, it is found that personal branding of Diana Rikasari through her blog has fulfilled the eight laws of personal branding and the characteristics of a strong personal brand.

Keywords: Personal branding, Fashion blogger, Diana Rikasari

Abstrak: Personal branding adalah cara untuk membangun merek atas diri seseorang. Diana Rikasari merupakan contoh personal branding yang sukses di internet melalui blog-nya “Hot Chocolate and Mint” (dianarikasari.blogspot.com). Diana merupakan fashion blogger pertama di Indonesia dan ia juga membawa tren fashion blogger ke Indonesia. Berdasarkan latar belakang tersebut, tim peneliti tertarik untuk menganalisis bagaimana personal branding yang dilakukan Diana Rikasari melalui blog-nya pada awal karier berdasarkan delapan konsep utama personal branding (the eight laws of personal branding) dan karakteristik personal branding yang kuat. Penelitian ini merupakan penelitian kualitatif yang menggunakan data-data sekunder yang bersumber dari tulisan yang dipublikasikan di blog Diana (dianarikasari.blogspot.com) dan publikasi-publikasi lainnya yang berisi wawancara media dengan Diana. Untuk menganalisis hasil penelitian, tim peneliti melakukan proses koding dan kategorisasi untuk mendeskripsikan informasi yang diperoleh dan menganalisis hasil penelitian dengan kajian pustaka. Berdasarkan atas hasil penelitian, personal branding Diana Rikasari melalui blognya memenuhi keseluruhan konsep-konsep utama personal branding dan karakteristik sebuah personal brand yang kuat.

Kata kunci: Personal branding, Fashion blogger, Diana Rikasari