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All Journal Didaktik : Jurnal Ilmiah PGSD STKIP Subang
Elbrian Syamsa Ariq
Universitas Bina Sarana Informatika
Education

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ANALISIS PERSONAL BRANDING DI MEDIA SOSIAL: STUDI KASUS CHANNEL YOUTUBE TARA ARTS GAME INDONESIA Elbrian Syamsa Ariq; Flora Meliana Siahaan
Didaktik : Jurnal Ilmiah PGSD STKIP Subang Vol. 12 No. 03 (2026): Volume 12 Nomer 03, September 2026 Publication
Publisher : STKIP Subang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36989/didaktik.v12i03.18805

Abstract

The rapid growth of YouTube in Indonesia has intensified competition among content creators, making personal branding essential for sustaining relevance in digital spaces. This study aims to analyze the personal branding of Tara Arts Game Indonesia, a gaming YouTube channel established on September 7, 2011. The study applies Montoya and Vandehey’s Eight Laws of Personal Branding: specialization, leadership, personality, distinctiveness, visibility, unity, persistence, and goodwill. A descriptive qualitative approach was employed using a single-case study design and an interpretive paradigm. Data were collected from April to June 2026 through digital content observation, documentation, and in-depth interviews with the channel’s main creator and a loyal viewer. The findings show that all eight laws are manifested in an interconnected manner. The channel maintains a clear gaming specialization, builds opinion leadership through experience-based commentary, displays an authentic and humorous personality, differentiates itself through creator-crew chemistry and editing style, sustains visibility across multiple YouTube formats, demonstrates unity between public and personal character, persists through long-term platform changes and a 2020 hacking incident, and develops goodwill through a strong community relationship. These elements form a strong, consistent, and authentic personal branding ecosystem.
Co-Authors Flora Meliana Siahaan