Personal Branding Influencer Annisa Asyabilla on Instagram

Abstract

Today's life is inevitable from technological advancements. Instagram is one of the platforms used by
today's society as a favorite means of individuals to publish activities, goods, places or themselves in
the form of photos, videos, and images. The rise of Instagram as a personal branding tool compared to
interacting with others makes it a new phenomenon. Everyone competes to build personal branding
according to their fields of expertise and interests, including individuals who are referred to as
influencers. The purpose of this study is to find out the personal branding of Influencer Annisa Asyabila
through Instagram. This study uses 11 theoretical aspects of Rampersad. This study uses a qualitative
approach. The data collection method uses observations. interviews, and documentation. Data analysis
techniques include data reduction, data presentation, and conclusion drawn. The results of the study
show that Annisa Asyabilla has personal branding, namely the authenticity of OOTD content by having
a posture with drees and baggy jeans, integrity through natural and honest content, consistency in
fashion mix and match content, specialization in fashion and drawing, authority created from
confidence, and visible privileges from her personalitymultitalented, cheerful and socially aware,
relevant to his followers who like mix and match outfits, visibility through endorsements from his
personal branding, persistence seen from his efforts to become an influencer and achieve his desires,
kindness reflected in his interaction with followers and productivity, and performance from his focus on
sharing positive things as an influencer. The conclusion of this study is that influencer Annisa Asyabilla
has fulfilled the aspects of personal branding on Instagram which include: authenticity, integrity,
consistency, specialization, authority, uniqueness, relevance, visibility, persistence, kindness, and
performance.