<![CDATA[This study aims to understand the process by which Indonesian women build their personal brands on social media following plastic surgery in South Korea. This study employs a qualitative approach using phenomenological methods. Data were collected through semi-structured in-depth interviews with four informants, observation of social media content, and a literature review. Data were analyzed using coding techniques, while data validity was tested through source triangulation. The results indicate that increased self-confidence following plastic surgery encouraged the informants to be more active in presenting themselves on social media. The personal branding process was carried out through content curation that highlighted positive aspects, efforts to maintain a consistent digital identity, and selective management of audience responses to preserve their self-image. Informants also managed their privacy by restricting personal information, selecting content, and managing their audience. Caution in self-disclosure was influenced by social norms that remain ambivalent toward plastic surgery. This study demonstrates that personal branding following plastic surgery is not only related to self-image formation but also constitutes a process of information management and identity negotiation in the digital space. Penelitian ini bertujuan untuk memahami proses perempuan Indonesia dalam membangun personal branding di media sosial pasca operasi plastik di Korea Selatan. Penelitian ini menggunakan pendekatan kualitatif dengan metode fenomenologi. Data dikumpulkan melalui wawancara mendalam semi-terstruktur dengan empat informan, observasi terhadap konten media sosial, serta studi literatur. Data dianalisis menggunakan teknik coding, sedangkan keabsahan data diuji melalui triangulasi sumber. Hasil penelitian menunjukkan bahwa peningkatan kepercayaan diri pasca operasi plastik mendorong informan untuk lebih aktif menampilkan diri di media sosial. Proses personal branding dilakukan melalui kurasi konten yang menampilkan sisi positif, upaya menjaga konsistensi identitas digital, dan pengelolaan respons audiens secara selektif untuk mempertahankan citra diri. Informan juga melakukan pengelolaan privasi melalui pembatasan informasi pribadi, pemilihan konten, dan pengaturan audiens. Kehati-hatian dalam melakukan self-disclosure dipengaruhi oleh norma sosial yang masih ambivalen terhadap operasi plastik. Penelitian ini menunjukkan bahwa personal branding pasca operasi plastik tidak hanya berkaitan dengan pembentukan citra diri, tetapi juga merupakan proses pengelolaan informasi dan negosiasi identitas dalam ruang digital.]]>
