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All Journal Jurnal Ilmiah Mahasiswa FEB AKADEMIK: Jurnal Mahasiswa Humanis
Dennysal, Selena
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Religion Humanities Education Social Sciences

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Analisis Personal Branding Instagram Co-Founder Brand Pakaian Wanita Love, Bonito (Studi Instagram Rachel Lim @ms_rach) Dennysal, Selena
AKADEMIK: Jurnal Mahasiswa Humanis Vol. 5 No. 3 (2025): AKADEMIK: Jurnal Mahasiswa Humanis
Publisher : Perhimpunan Sarjana Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/jmh.v5i3.1532

Abstract

This study examines how Rachel Lim, the co-founder of the women’s fashion brand Love, Bonito, strategically builds her personal branding through her Instagram account @ms_rach. The main issue addressed in this research is the growing significance of social media, particularly Instagram, in shaping personal identity and influencing brand perception. The objective is to analyze Rachel Lim’s personal branding strategies using Peter Montoya’s eight principles of personal branding. This research employed a qualitative descriptive method with a constructivist paradigm. Data were collected through direct observation of Instagram activities, in-depth interviews with Rachel Lim and selected followers, and supporting documentation. Thematic analysis was applied by categorizing content according to Montoya’s framework: specialization, leadership, personality, distinctiveness, visibility, unity, persistence, and goodwill. The findings reveal that Rachel Lim’s Instagram content consistently reflects the elements of effective personal branding. Her posts not only highlight her professional role but also integrate personal values, such as authenticity, empowerment, and family balance. These elements reinforce her identity as both a brand leader and a relatable figure. Her ability to combine her business vision with inspirational content strengthens the alignment between her personal brand and the mission of Love, Bonito. The study concludes that Rachel Lim has successfully utilized Instagram as a powerful platform to build a consistent and influential personal brand.
ANALISIS USAHATANI SAYURAN ORGANIK KOTA BATU (STUDI PADA KELOMPOK TANI ”ANJASMORO ORGANIK” DESA SUMBERBRANTAS, KECAMATAN BUMIAJI KOTA BATU) Dennysal, Selena
Jurnal Ilmiah Mahasiswa FEB Vol. 5 No. 2
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

Kota  Batu  memiliki  visi  pada  tahun  2012-2017  yaitu  sentra  pertanian  organik  berbasis  kepariwisataan internasional. Namun pada penerapannya terdapat beberapa masalah yang dihadapi, yaitu petani yang masih belum berminat untuk beralih dari pertanian konvensional ke pertanian organik, yang disebabkan karena petani mengkhawatirkan penerimaan yang diterima apabila menggunakan sistem pertanian organik tidak akan sebanding dengan  biaya  yang  dikeluarkan,  yang  dikhawatirkan  pula  akan  lebih  besar  dibandingkan  penerimaannya. Penelitian ini menggunakan analisis statistik deskriptif dengan penghitungan R/C Ratio menggunakan data primer yang diperoleh dari 20 petani anggota Kelompok Tani Anjasmoro Organik, Desa Sumberbrantas. Penelitian ini menemukan  sayuran  organik yang  paling  efisien dilihat  dari  perbandingan  penerimaan  dan  biayanya  adalah sayuran brokoli. Sayuran yang paling rendah efisiensinya adalah kentang. Sedangkan dilihat pada masa tanamnya, sayuran yang paling adalah sawi putih pada masa tanam 1 (November 2015-Februari 2016), lobak pada masa tanam 2 (Maret 2016-Juni 2016), dan Bit pada masa tanam 3 (Juli 2016-November 2016). 
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