Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal International Journal of Social, Economic, and Business
Rezananto Bimo Aryo Bhaskoro
UPN "veteran" Jawa TImur
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Personal Branding Through Two Channels: Content Analysis of Finance Minister Purbaya Yudhi Sadewa on Private (@purbayayudhis) and Official (@menkeuri) Tiktok Accounts Rezananto Bimo Aryo Bhaskoro; Ririn Puspita Tutiasri
International Journal of Social, Economic, and Business Vol. 2 No. 4 (2026): June 2026 (In Press)
Publisher : Lavish Opulent Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65688/ijseb.v2i4.185

Abstract

This study analyzes the personal branding of Indonesia's Finance Minister, Purbaya Yudhi Sadewa, across two distinct TikTok channels: his private account (@purbayayudhis) and the official Ministry account (@menkeuri). Utilizing a qualitative descriptive approach with content analysis, the research examines 28 video posts using Peter Montoya's 8 Laws of Personal Branding and Labrecque’s Digital Personal Branding framework. The findings reveal that while both accounts represent the same figure, they employ different communication strategies that complement each other. The private account frames the Minister as humanistic, humorous, and approachable, whereas the official account emphasizes professionalism, competence, and institutional authority. A key finding is the consistent use of the "thumb gesture" (gaya jempol) as a powerful visual identity marker across both platforms, fulfilling the law of distinctiveness. This study demonstrates how public officials can successfully manage dual digital identities to build both emotional proximity and professional credibility
Co-Authors Ririn Puspita Tutiasri