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Tresna Wiwitan
Prodi Ilmu Komunikasi, Fakultas Ilmu Komunikasi, Universitas Islam Bandung, Indonesia
Humanities Languange, Linguistic, Communication & Media Social Sciences

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Personal Branding Content Creator di Media Sosial Youtube Nadzar Aliefian; Tresna Wiwitan
Bandung Conference Series: Public Relations 607-614
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v6i2.26211

Abstract

Abstract. Social media is no longer used solely as a promotional tool but has also become an important medium for branding, including personal branding. This study analyzes the process of personal branding formation of Muhammad Ashari Herlambang (Markocop) as a gaming content creator on YouTube. The research aims to examine the process of building personal branding, the meaning of personal branding, and the reasons for choosing YouTube as the primary platform for identity construction. This study employs a qualitative approach using a case study method and is based on McNally and Speak’s personal branding theory, which consists of three dimensions: competence, style, and standards. Data were collected through in-depth interviews, content observation, and documentation study. The findings indicate that Markocop builds his personal branding through his competence in playing Mobile Legends, particularly by specializing in the Aldous hero, a relaxed and humorous communication style using a Sundanese accent and the catchphrase “Serepet,” as well as the application of professional standards through content consistency, platform strategies, and audience community development. Markocop’s personal branding is formed as an authentic and distinctive digital identity that is easily recognizable and capable of creating emotional closeness with audiences.   Abstrak. Media sosial saat ini tidak hanya dimanfaatkan sebagai sarana promosi, tetapi juga sebagai media branding, termasuk personal branding bagi individu. Penelitian ini menganalisis proses pembentukan personal branding Muhammad Ashari Herlambang (Markocop) sebagai content creator gaming di platform YouTube. Penelitian ini bertujuan untuk mengkaji proses pembangunan personal branding, pemaknaan personal branding, serta alasan pemilihan YouTube sebagai media utama dalam membangun identitas diri. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus dan mengacu pada teori personal branding McNally dan Speak yang meliputi dimensi kompetensi, gaya, dan standar. Data diperoleh melalui wawancara mendalam, observasi konten, dan studi dokumentasi. Hasil penelitian menunjukkan bahwa Markocop membangun personal branding melalui kompetensi bermain Mobile Legends, khususnya penggunaan hero Aldous, gaya komunikasi santai dan humoris dengan logat Sunda serta jargon “Serepet”, dan penerapan standar profesional melalui konsistensi konten, strategi platform, serta pembangunan komunitas audiens. Personal branding Markocop terbentuk sebagai identitas digital yang autentik, mudah dikenali, dan mampu menciptakan kedekatan emosional dengan audiens.
Representasi Komunikasi Visual Skin Hero Gatot Kaca dalam Mobile Legends Fazra Rivandi; Tresna Wiwitan
Bandung Conference Series: Public Relations 615-620
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v6i2.26212

Abstract

Abstract. This study aims to analyze the visual communication representation of the Sentinel Gatot Kaca hero skin in the Mobile Legends: Bang Bang game. The phenomenon of local culture represented with futuristic aesthetics is the main attraction of this research. The method used is qualitative interpretative with Roland Barthes' semiotic analysis covering denotation, connotation, and myth. Visual data collection included character design elements such as color, armor, helm, crown, mechanical wings, and light effects. The result indicates that denotatively, the character represents a futuristic high-tech knight. Connotatively, there is a cultural hybridity between Javanese traditional elements and global mecha aesthetics that communicate authority and guardianship. In the myth stage, it was found the naturalization of technoheroism ideology, the universal guardian values resonating with the concept of khalifah, and the simplification of the long history of Islamic-Javanese acculturation for the sake of the game industry's commodification. The Sentinel skin is not merely a digital cosmetic, but a complex space of negotiation between local identity, religious values, and global capitalism.   Abstrak. Penelitian ini bertujuan untuk menganalisis representasi komunikasi visual pada skin Sentinel hero Gatot Kaca dalam permainan Mobile Legends: Bang Bang. Fenomena penggunaan elemen budaya lokal yang dipadukan dengan desain futuristik menjadi daya tarik utama yang diangkat dalam penelitian ini. Metode penelitian yang digunakan adalah kualitatif interpretif dengan pendekatan analisis semiotika Roland Barthes yang mencakup tiga tahapan, yaitu denotasi, konotasi, dan mitos. Pengumpulan data dilakukan melalui observasi visual pada elemen-elemen desain karakter seperti warna, zirah, helm, mahkota, sayap, dan efek cahaya. Hasil penelitian menunjukkan bahwa secara denotatif, karakter merepresentasikan ksatria berteknologi tinggi. Secara konotatif, terdapat hibriditas budaya antara elemen tradisional Jawa dan estetika mecha global yang mengomunikasikan wibawa dan penjagaan. Pada tahap mitos, ditemukan adanya naturalisasi ideologi techno-heroism, nilai-nilai penjagaan kosmis yang beresonansi dengan konsep khalifah, serta penyederhanaan sejarah akulturasi Islam-Jawa demi kepentingan komodifikasi industri game. Kesimpulannya, skin Sentinel bukan sekadar elemen kosmetik digital, melainkan ruang negosiasi kompleks antara identitas lokal, nilai religius, dan kapitalisme global.
Narasi Persuasif pada Instagram @eureka.resto Riko Pinanggit; Tresna Wiwitan
Bandung Conference Series: Journalism 1 - 10
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsj.v6i2.25174

Abstract

Abstract. Intense competition in the Food and Beverage industry has increased audience fatigue toward assertive and hard-selling advertising. This study analyzes how persuasive narratives are constructed in the Instagram captions of @eureka.resto by evaluating narrative plot integrity, thematic consistency, and brand-character reliability. The study employed a post-positivist paradigm, descriptive quantitative mapping, and a quasi-qualitative approach. The research corpus consisted of captions published from January to March 2026 that addressed Work From Cafe and meeting-room themes. Textual data were categorized in a matrix based on Walter R. Fisher’s Narrative Paradigm and triangulated through in-depth interviews with the owner, the marketing and communication representative, and a target consumer. The findings show that structural coherence emerged through a sequential problem-solution pattern that reduced overt selling pressure. Material coherence was maintained through a stable professional tone and repeated semantic anchors related to productivity, meeting rooms, and comfortable workspaces. Characterological coherence was strengthened when digital promises concerning quietness, internet access, and work facilities corresponded with consumers’ on-site experiences. The study concludes that persuasive storytelling becomes credible when narrative logic, cross-post consistency, and brand integrity operate as an integrated system. Abstrak. Persaingan yang intens dalam industri Food and Beverage meningkatkan kejenuhan audiens terhadap iklan yang asertif dan bersifat hard-selling. Penelitian ini menganalisis konstruksi narasi persuasif dalam takarir Instagram @eureka.resto melalui keutuhan alur, konsistensi tema, dan keterandalan karakter merek. Penelitian menggunakan paradigma post-positivisme, pemetaan kuantitatif deskriptif, dan pendekatan kuasi-kualitatif. Korpus penelitian mencakup takarir periode Januari–Maret 2026 bertema Work From Cafe dan ruang pertemuan. Data tekstual dikategorikan dalam matriks berdasarkan Teori Paradigma Naratif Walter R. Fisher, lalu ditriangulasikan melalui wawancara mendalam dengan pemilik, perwakilan pemasaran dan komunikasi, serta konsumen sasaran. Hasil penelitian menunjukkan bahwa koherensi struktural terbentuk melalui pola problem-solution yang runtut dan mengurangi tekanan penjualan langsung. Koherensi material dipertahankan melalui gaya bahasa profesional yang stabil serta pengulangan penanda semantik mengenai produktivitas, ruang rapat, dan kenyamanan bekerja. Koherensi karakterologis menguat ketika janji digital mengenai ketenangan, internet, dan fasilitas kerja sesuai dengan pengalaman konsumen di lokasi. Penelitian menyimpulkan bahwa penceritaan persuasif menjadi kredibel ketika logika narasi, konsistensi antarunggahan, dan integritas merek bekerja secara terpadu.
Co-Authors Fazra Rivandi Nadzar Aliefian Riko Pinanggit