Personal Branding Through Social Media Instagram (Study on Gadjah Mada University Students from Riau)

Abstract

Personal branding is considered as an identity to show individual qualities aimed at building a positive reputation and increasing opportunities in career and life. Gadjah Mada University students from Riau as the final stage of adolescent age category, are in an environment that implements a competent, professional, and contributive spirit motivated to construct themselves by forming a self-concept as a perception of the quality of meaning and other people's views of him. In today's digital era, social media Instagram is a visual media capable of producing the meaning of an identity that you want to convey. This study aims to analyze the application of the three main dimensions in building personal branding that is, ability, style and standards through Instagram social media using qualitative research methods, phenomenological approaches and constructivist paradigms. The results of this study indicate that the informants are constructive personal branding on Instagram based on authenticity, honesty, and personal values based on three main dimensions. In addition, as overseas students, students from Riau admit that the environment at Gadjah Mada University has become the main motivation for developing personal branding with self-development because Gadjah Mada University has a reputation and prestige strong as a producer of superior human resources.