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Sisca Aulia
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Analisis T2Sanstore Membangun Brand Engagement TikTok Marcella, Cherise; Aulia, Sisca
Prologia Vol. 9 No. 2 (2025): Prologia
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/pr.v9i2.35350

Abstract

As time goes by, people are increasingly easy to share information and interact through social media. Where users not only share information but also can express themselves, One of these social media is TikTok, not only used to express themselves, TikTok is also used by business people to create a brand image of a product. One of them is @T2Sanstore which also uses TikTok as a platform to provide information about automotive and entertainment products. The purpose of this study is to analyze the engagement of @T2Sanstore TikTok content. Researchers used a qualitative method with a case study, data collection in the study used the Observation, Interview and Documentation methods. The results of this study stated that the level of engagement varies and can be caused by differences in the types of products being promoted. For example, automotive products tend to attract the attention of certain age and gender segments, while other products such as children's bags can be more attractive to parents and children. This factor presents a challenge in achieving engagement stability so that it is different or varied. Customer Engagement is important because engaged users tend to be more loyal, promote the brand naturally, and have a higher level of satisfaction. Therefore, T2Sanstore focuses on customer engagement strategies as an integral part of their marketing strategy and customer interaction relationship management. Seiring berjalannya waktu, masyarakat semakin mudah berbagi informasi dan interaksi melalui media sosial. Dimana para pengguna tidak hanya berbagi informasi namun juga dapat mengekspresikan diri sendiri, Salah satu media sosial tersebut adalah Tiktok, tidak hanya digunakan untuk mengekspresikan diri, Tiktok juga dimanfaatkan oleh para pebisnis untuk menciptakan brand image suatu produk. Salah satunya adalah @T2Sanstore yang juga memanfaatkan Tiktok sebagai wadah tempat memberikan seputar informasi produk produk otomotif dan hiburan. Tujuan Penelitian ini adalah untuk menganalisis engagement dari konten Tiktok @T2Sanstore. Peneliti menggunakan metode kualitatif dengan studi kasus, pengumpulan data pada penelitian menggunakan metode Observasi, Wawancara dan Dokumentasi. Hasil penelitian ini menyatakan tingkat engagement bervariasi dan dapat disebabkan oleh perbedaan jenis produk yang dipromosikan. Sebagai contoh, produk otomotif cenderung menarik perhatian segmen usia dan gender tertentu, sementara produk lain seperti tas anak dapat lebih menarik bagi orang tua dan anak anak. Faktor ini memunculkan tantangan dalam mencapai stabilitas engagement sehingga berbeda atau bervariasi. Customer Engagement menjadi penting karena pengguna yang terlibat cenderung lebih setia, mempromosikan merek secara alami, dan memiliki Tingkat kepuasan yang lebih tinggi. Oleh karena itu, T2Sanstore berfokus pada strategi customer engagement sebagai bagian integral dari strategi pemasaran dan pengelolaan hubungan interaksi costumer mereka.
Tourism communication strategy for economic growth through music concerts Paramita, Sinta; Aulia, Sisca; Rusdi, Farid; Mutongi, Chipo
Manajemen Komunikasi Vol 10, No 1 (2025): Accredited by Republic Indonesia Ministry of Research, Technology, and Higher E
Publisher : Faculty of Communication Sciences Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/jmk.v10i1.65602

Abstract

This research is urgent because international music concerts are now recognized as economic drivers, not just entertainment, as the Indonesian music industry shows signs of recovery following the pandemic. Further development will test the music concert tourism communication model derived from previous research to validate its potential. The purpose of this research is to determine how the Music Concert Tourism Communication Model can be applied to Indonesian society. The theoretical approach used in this research is the music concert tourism communication model. The method employed is a qualitative approach, utilizing a case study method that involves data collection techniques such as focus group discussions and descriptive surveys. The results show that the micro, meso, and macro elements of the music concert tourism communication model are important factors in improving the economic sector. The Merdekafest concert successfully attracted thousands of domestic and international tourists, resulting in a surge in demand for accommodation, transportation, culinary, and retail services. Local business actors were involved in the event's supply chain, from logistics to merchandise sales and distribution. However, other factors, such as terrorist threats and pandemics, can hinder this model, necessitating the implementation of tourism protocols in such cases. By mastering communication mechanisms, future international music concerts can make a more significant contribution to economic progress. The implications of this study provide valuable insights to inform government plans for investing in the music industry, particularly international music concerts, and offer hope for the industry's recovery.
Strategi Humas Inspiring Agency dalam Membangun Citra Positif Perusahaan di Kalangan Generasi Z Muharizal Rizki, Aditiya; Aulia, Sisca
Kiwari Vol. 3 No. 2 (2024): Kiwari
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ki.v3i2.30174

Abstract

Image is a very important asset for an organization or company that should be continuously built, maintained and nurtured. Currently, companies operating in the insurance sector are competing to be at the forefront by following developments in information technology. Inspiring Agency is an insurance business unit headed by a Senior Agency Director. The business run by Inspiring Agency is PT Prudential's insurance business. This research aims to determine Inspiring Agency's public relations strategy in building a positive company image among generation Z. In this research the author uses a qualitative approach. The results of this research show that Inspiring Agency continues to strive to create a positive image, socialize its vision, and communicate with the public, especially generation Z. To achieve its goals, Inspiring Agency implements a structured planning strategy. This strategy is an implementation of Inspiring Agency's actions. In its strategy, Inspiring Agency applies publications, events, news, community involvement, image delivery, lobbying and negotiation, and social responsibility. Citra merupakan aset yang sangat penting bagi organisasi atau perusahaan yang semestinya harus terus menerus dibangun, dipelihara, dan dipertahankan. Saat ini perusahaan yang bergerak pada bidang asuransi bersaing menjadi yang tedepan dengan mengikuti perkembangan teknologi informasi. Inspiring Agency adalah salah satu unit bisnis asuransi yang dikepalai oleh Senior Agency Director. Bisnis yang dijalani oleh Inspiring Agency adalah bisnis asuransi PT Prudential. Penelitian ini bertujuan untuk mengetahui strategi humas Inspiring Agency dalam membangun citra positif perusahaan di kalangan generasi Z. Pada penelitian ini penulis menggunakan pendekatan kualitatif. Hasil penelitian ini menunjukkan bahwa Inspiring Agency terus berusaha untuk menciptakan citra positif, mensosialisasikan visinya, dan berkomunikasi dengan masyarakat terutama generasi Z. Untuk mencapai tujuan, Inspiring agency menerapkan strategi perencanaan yang terstruktur. Strategi tersebut merupakan implementasi dari tindakan Inspiring Agency. Dalam strateginya, Inspiring Agency menerapkan publications, event, news, community involvement, inform of image, lobbying and negotiations, dan social responsibility.
Pengaruh Film Barbie terhadap Persepsi Standar Kecantikan Fisik pada Remaja di Jakarta Barat Novianti, Dian; Aulia, Sisca
Kiwari Vol. 3 No. 2 (2024): Kiwari
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ki.v3i2.30260

Abstract

This research is rooted in the phenomenon of the Barbie movie trend in 2023, which embraced feminist themes or aspects related to women such as beauty standards. The Barbie icon has long been ingrained as a representation of an idealized woman. The objective of this study is to understand the influence of Barbie movies on the perception of physical beauty standards among teenagers in West Jakarta. This is a quantitative associative study conducted through a survey method. The sampling method employed purposive selection using questionnaires distributed among the teenage population in West Jakarta. 100 respondents were selected and analyzed using statistical software SPSS version 26. The researcher employed various tests for this study, including instrument testing, validity testing, reliability testing, normal distribution testing, and further data analysis using simple linear regression tests, explaining the R-squared and t-tests. The results of this study show that Barbie movies have a positive and significant impact on the perception of physical beauty standards among teenagers in West Jakarta. The conclusion drawn from this research is that Barbie movies influence the perception of physical beauty standards through narrative elements, film concepts, film purposes, and cinematic elements such as cinematography, mise en scène, editing, and sound. Penelitian ini berlatar belakang dengan adanya fenomena Film barbie yang trending pada tahun 2023 yang mengusung tema feminisme atau hal mengenai perempuan seperti standar kecantikan, ikon barbie merupakan ikon yang melekat dari dulu untuk menggambarkan perempuan yang lebih ideal. Penelitian ini memiliki tujuan agar peneliti dan para pembaca dapat mengetahui pengaruh Film barbie terhadap bagaimana persepsi standar kecantikan fisik pada remaja di Jakarta Barat. Penelitian ini menggunakan pendekatan kuantitatif Asosiatif dengan metode survei. Metode pengambilan sample secara purposive menggunakan alat kuesioner kepada populasi remaja di Jakarta Barat. 100 responden dipilih dan dianalisis menggunakan software statistik SPSS seri 26. Uji yang digunakan peneliti untuk penelitian ini terdiri dari uji instrumen, lalu uji validitas, uji reliabilitas , uji distribusi normal , dan dilanjutkan analisis data menggunakan uji regresi linier sederhana dengan penjelasan uji r square dan uji t. Hasil penelitian ini dapat diketahui bahwa Film barbie berpengaruh positif dan juga signifikan terhadap persepsi standar kecantikan fisik remaja di Jakarta Barat. Kesimpulan dari penelitian ini adalah Film barbie mempengaruhi persepsi standar kecantikan fisik lewat unsur naratif ide cerita, konsep film, tujuan film dan unsur sinematik film cinematography, mis en scene, editing, dan suara.
Pengaruh Daya Tarik Konten Media Sosial @akutahu terhadap Minat Baca Generasi Milenial Veronika, Rika; Aulia, Sisca
Koneksi Vol. 6 No. 2 (2022): Koneksi
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/kn.v6i2.15677

Abstract

Along with the development of information and communication technology, the millennial generation uses social media as a place to get information. One of the Instagram’s social media account that contains information is @akutahu. The existence of this account makes the millennial generation easier to read and increase knowledge. @akutahu is an online news platform with positive journalism principles that believe that consuming positive news will make the public smarter. The purpose of this study is to find out how much influence the attractiveness of @akutahu's social media content has on the reading interest of the millennial generation who are followers of @akutahu’s Instagram account. This study uses several of theories, namely content attractiveness, social media, reading interest, millennial generation. This study uses a quantitative research using survey methods. The population of this study is the millennial generation (aged 21-40) followers of the @akutahu’s Instagram account, using a sample of 100 people with non-probability sampling and purposive sampling techniques. The results of this study indicate that the attractiveness of @akutahu's social media content has an effect of 71.2% on millennial generation's reading interest. The influence of the attractiveness of content on Instagram @akutahu has a strong relationship to the reading interest of the millennial generation. Seiring perkembangan teknologi informasi dan komunikasi, generasi milenial menjadikan media sosial sebagai tempat untuk mendapatkan informasi. Salah satu akun media sosial Instagram yang berisikan informasi ialah @akutahu. Adanya akun tersebut memudahkan generasi milenial membaca serta menambah pengetahuan. @akutahu merupakan platform berita online dengan prinsip jurnalisme positif yang meyakini bahwa dengan mengkonsumsi berita positif akan membentuk publik menjadi lebih cerdas. Tujuan dari penelitian ini adalah untuk mengetahui seberapa besar pengaruh daya tarik konten media sosial @akutahu terhadap minat baca generasi milenial yang merupakan followers dari akun Instagram @akutahu. Dalam penelitian ini  menggunakan beberapa teori  yaitu daya tarik konten, media sosial, minat baca, generasi milenial. Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan metode survei. Populasi dalam penelitian ini adalah generasi milenial (usia 21-40 tahun) pengikut (followers) akun Instagram @akutahu, dengan menggunakan sampel sebanyak 100 orang teknik non-probability sampling dan purposive sampling. Hasil penelitian ini menunjukan bahwa daya tarik konten media sosial @akutahu berpengaruh sebesar 71,2% terhadap minat baca generasi milenial. Pengaruh daya tarik konten pada Instagram @akutahu memiliki hubungan kuat terhadap minat baca generasi milenial.
EDUKASI ETIKA KOMUNIKASI SISWA SEKOLAH SANGGAR SAJA Aulia, Sisca; Meicella, Fioren; Joenice, Aneesa; Herman, Sylvia
Jurnal Serina Abdimas Vol 1 No 4 (2023): Jurnal Serina Abdimas
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jsa.v1i4.28473

Abstract

The quality of the young generation is a reflection of the nation's future. Jakarta is one of the big cities, but there are still many schools in this city that do not have adequate facilities and even use under bridges as learning places. Character education, academic education, creativity education and communication education must be implemented well. Ethics is a very important education because ethics concerns a person's morals in behaving and communicating. Therefore, ethics must be formed and taught to an individual from a young age, even when a child is still at an early age. Ethics in communication is also influenced by moral principles in accordance with the social environment. The method we use is the implementation method. Implementation methods include observing the implementation location, discussions with the SAJA Studio principal, implementing activities by providing materials and playing. This community service activity has produced results in the form of material regarding communication ethics education which was well received by Sanggar SAJA school students. ABSTRAK Kualitas generasi muda menjadi cerminan bagi masa depan bangsa. Jakarta sebagai salah satu kota besar, namun masih banyak sekolah di kota ini yang tidak memiliki fasilitas memadai bahkan sampai menggunakan kolong jembatan sebagai tempat pembelajaran. Pendidikan karakter, pendidikan akademik, pendidikan kreativitas, maupun pendidikan komunikasi harus diterapkan dengan baik. Etika merupakan pendidikan yang sangat penting karena etika menyangkut moralitas seseorang dalam berperilaku dan berkomunikasi.Oleh karena itu, akhlak harus dilatih dan diajarkan kepada setiap individu sejak dini, bahkan ketika anak masih kecil. Etika berkomunikasi pun dipengaruhi oleh prinsip moral sesuai dengan lingkungan sosial. Komunikasi tidak hanya sekedar berbicara, menyampaikan pesan, menerima pesan, serta mengolahnya saja. Jika anak-anak tidak mampu berkomunikasi, maka anak dapat kesulitan belajar, bersosialisasi, bahkan menggapai cita-citanya. Metode yang digunakan adalah observasi, wawancara, Metode pelaksanaan melingkupi observasi tempat pelaksanaan, diskusi dengan kepala sekolah Sanggar SAJA, pelaksanaan kegiatan dengan memberikan materi dan bermain bersama. Kegiatan pengabdian kepada masyarakat ini telah membuahkan hasil berupa materi mengenai edukasi etika komunikasi yang diterima baik oleh siswa-siswi sekolah Sanggar SAJA.
BERBAGI KEBAHAGIAAN BERSAMA LANSIA: MEMBANGUN KETERLIBATAN SOSIAL DAN KESEJAHTERAAN MELALUI KEGIATAN POSITIF Aulia, Sisca; Natasha, Angelie Alice; Bernadett, Fiona CH; Junita Sari; Tanoto, Olivia; Cahyani, Regita Emelia
Jurnal Serina Abdimas Vol 2 No 2 (2024): Jurnal Serina Abdimas
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jsa.v2i2.29295

Abstract

The aging process is a natural stage in human life which is accompanied by physical, cognitive and social changes. In this context, the elderly are a population that requires special attention to ensure optimal quality of life. The social aspect of this activity includes exploring social support networks and participation in community activities. Detailed analysis of how social relationships influence the well-being of older adults is an important element in understanding the social impact of the aging process. An elderly home or nursing home is a place of care that is built specifically to provide housing, care and support to elderly people who need more attention for various reasons, such as declining physical or mental health, dependence on care, or lack of adequate family support. “Berbagi Kebahagiaan Bersama Lansia: Membangun Keterlibatan Sosial dan Kesejahteraan Melalui Kegiatan Positif” aims to create a creative activity space where the elderly can participate in various artistic and social activities. The methods used are observation, interviews, implementation methods include observing the implementation location, discussions with the administrators of elderly homes, carrying out BERKREASI activities by doing gymnastics and singing together. The program covers key aspects of creative programming, including event design, senior participation and health impacts. The results of the BERKREASI activity include making the elderly move healthily through exercise, increasing the enthusiasm and joy of the elderly through games with prizes and entertaining the elderly through singing together.
BERKREASI TANPA MERUSAK BUMI: KOMUNIKASI LINGKUNGAN DI RUMAH BELAJAR PELANGI NUSANTARA Aulia, Sisca; Lishia Wudjud
Jurnal Serina Abdimas Vol 3 No 2 (2025): Jurnal Serina Abdimas
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jsa.v3i2.35253

Abstract

Creative communication-based environmental education activities carried out at Rumah Belajar Pelangi Nusantara are an innovative form of non-formal education that targets marginalized children in the Rawamangun under-bridge area, Jakarta. This learning house, previously known as Sekolah Kolong Pelangi, was founded by Valentina Sastrodihardjo with a vision to instill the values ​​of diversity, Pancasila, and love for the homeland in children who do not have access to formal education due to administrative and economic limitations. Through a participatory approach, children are invited to create works of art and handicraft products from used and environmentally friendly materials. The purpose of this activity is to raise awareness that good communication can produce creativity that has a selling value, shape character, and develop critical and creative thinking skills. This program is a means of training sustainable life skills that are relevant to today's environmental challenges. The results of the activity show that a contextual, inclusive, and fun educational approach can be applied effectively even with limited infrastructure and resources. Children showed significant improvements in environmental awareness, self-confidence, and their ability to express ideas through creative media. The Pelangi Nusantara Learning House is a transformative learning model that integrates national values with the principles of environmental sustainability, while strengthening the role of alternative education in forming a young generation that is resilient, empowered, and cares about the future of the earth. ABSTRAK Kegiatan edukasi lingkungan berbasis komunikasi kreatif yang dilaksanakan di Rumah Belajar Pelangi Nusantara merupakan bentuk inovatif dari pendidikan nonformal yang menyasar anak-anak marjinal di kawasan kolong jembatan Rawamangun, Jakarta. Rumah belajar ini, yang sebelumnya dikenal sebagai Sekolah Kolong Pelangi, didirikan oleh Valentina Sastrodihardjo dengan visi untuk menanamkan nilai-nilai kebhinekaan, Pancasila, dan cinta tanah air pada anak-anak yang tidak memiliki akses ke pendidikan formal karena keterbatasan administratif dan ekonomi. Melalui pendekatan partisipatif, anak-anak diajak menciptakan karya seni dan produk kerajinan tangan dari bahan bekas dan ramah lingkungan. Tujuan kegiatan ini adalah untuk menumbuhkan kesadaran dengan berkomunikasi yang baik dapat menghasilkan kreatifitas memiliki nilai jual, membentuk karakter, serta mengembangkan keterampilan berpikir kritis dan kreatif. Program ini menjadi sarana pelatihan keterampilan hidup berkelanjutan yang relevan dengan tantangan lingkungan masa kini. Hasil dari kegiatan menunjukkan bahwa pendekatan edukatif yang kontekstual, inklusif, dan menyenangkan dapat diterapkan secara efektif bahkan dalam keterbatasan infrastruktur dan sumber daya. Anak-anak menunjukkan peningkatan signifikan dalam kepedulian terhadap lingkungan, rasa percaya diri, serta kemampuan mereka dalam mengekspresikan gagasan melalui media kreatif. Rumah Belajar Pelangi Nusantara menjadi model pembelajaran transformatif yang mengintegrasikan nilai-nilai kebangsaan dengan prinsip keberlanjutan lingkungan, sekaligus memperkuat peran pendidikan alternatif dalam membentuk generasi muda yang tangguh, berdaya, dan peduli terhadap masa depan bumi.
Representasi Budaya Korea dalam Film “Kpop Demon Hunters” (Analisis Semiotika Roland Barthes) Nanda, Bayu Dwi; Aulia, Sisca
Kiwari Vol. 5 No. 1 (2026): Kiwari
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ki.v5i1.37010

Abstract

Film as a communication medium combines sound and image, reaching widely, delivering messages quickly, effectively. This study examines the representation of Korean culture in the Netflix animated film “K-pop Demon Hunters”. In the context of globalization, the film is compelling for its fusion of contemporary pop culture with Korea’s local traditions. The research aims to explore how cultural symbols both traditional and modern are constructed through the film’s visual elements. The analysis reveals that the film successfully represents Korean identity by blending visual symbols with the modern lifestyle of K-pop idols. Applying Roland Barthes’ semiotic theory, the study uncovers denotative and connotative meanings that shape a myth of cultural adaptation. Ancient spiritual practices such as shamanism are heroically portrayed as world-saving forces, reflecting Korea’s creative strategy in packaging ancestral mysticism into fantasy narratives appealing to international audiences. Thus, the film introduces traditional elements to global viewers without erasing their original meaning, while illustrating how local culture can transform and interact with global pop currents. The analysis also highlights the role of visual aesthetics, music, costumes, and character narratives in reinforcing cultural messages, opening discussions on the commodification of tradition and the evolving dynamics of identity within the rapidly expanding transnational entertainment industry. Film sebagai media komunikasi memadukan suara dan gambar, menjangkau luas, menyampaikan pesan cepat, efektif. Penelitian ini mengkaji representasi budaya Korea dalam film animasi Netflix “K-pop Demon Hunters”. Dalam konteks globalisasi, film tersebut menarik karena memadukan budaya populer kontemporer dengan tradisi lokal Korea. Tujuan penelitian adalah menelaah bagaimana simbol-simbol budaya, baik yang bersifat tradisional maupun modern, dibangun melalui elemen visual film. Hasil analisis menunjukkan bahwa film mampu merepresentasikan identitas Korea melalui kombinasi simbol visual yang berpadu dengan gaya hidup modern para idola K-pop. Dengan menerapkan teori semiotika Roland Barthes, studi ini mengungkap makna denotatif dan konotatif yang membentuk mitos adaptasi budaya. Praktik spiritual kuno seperti shamanisme digambarkan secara heroik sebagai kekuatan pelindung dunia, yang mencerminkan strategi kreatif Korea dalam mengemas aspek mistis leluhur menjadi narasi fantasi yang menarik bagi penonton internasional. Dengan demikian, film ini berhasil memperkenalkan unsur-unsur tradisional kepada audiens global tanpa menghilangkan makna aslinya, sekaligus menunjukkan bagaimana budaya lokal dapat bertransformasi dan berinteraksi dengan arus budaya populer global. Analisis ini juga menyoroti peran estetika visual, musik, kostum, dan narasi karakter dalam memperkuat pesan budaya, serta membuka ruang diskusi tentang komodifikasi tradisi dan dinamika identitas dalam industri hiburan transnasional yang terus berkembang pesat kini.
REMAJA, LIKE, DAN IDENTITAS: PERSONAL BRANDING DI DUNIA DIGITAL Sisca Aulia; Keira Djauwvanka Kurniawan; Kathline Alexandra Thedianto
Jurnal Serina Abdimas Vol 4 No 1 (2026): Jurnal Serina Abdimas
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jsa.v4i1.37564

Abstract

Personal branding is a strategic process for recognizing, shaping, and conveying a positive and authentic self-image to the social environment. The phenomenon of personal branding among adolescents has experienced significant growth with the increasing use of social media as a space for expression and identity formation. A community service activity conducted at Yakobus High School aimed to analyze how adolescents utilize digital platforms like Instagram, TikTok, and YouTube to build a socially recognized self-image. Through a systematic literature review approach, this activity examines the dynamics between self-presentation, social media algorithms, and the psychosocial impacts that arise from personal branding practices. The results of this activity indicate that adolescents use visual curation strategies, persona consistency, and digital storytelling to gain social validation through metrics such as "likes" and comments. However, intensive engagement with algorithmic logic creates performative pressure, social comparison, and a potential identity authenticity crisis. Furthermore, cultural and gender factors influence how adolescents present themselves in digital spaces. This community service activity emphasizes the importance of digital literacy as an effort to mitigate the psychological and ethical risks that accompany personal branding on social media. Therefore, the integration of digital literacy into educational curricula and more transparent platform policies are strategic steps to support the development of healthy and ethical adolescent identities in the digital era. Personal branding merupakan proses strategis untuk mengenali, membentuk, dan menyampaikan citra diri yang positif dan autentik kepada lingkungan sosial. Fenomena personal branding di kalangan remaja mengalami perkembangan signifikan seiring meningkatnya penggunaan media sosial sebagai ruang ekspresi dan pembentukan identitas. Kegiatan pengabdian yang dilakukan di SMA Yakobus, bertujuan menganalisis bagaimana remaja memanfaatkan platform digital seperti Instagram, TikTok, dan YouTube untuk membangun citra diri yang diakui secara sosial. Melalui pendekatan kajian pustaka sistematis, kegiatan ini menelaah dinamika antara self-presentation, algoritma media sosial, serta dampak psikososial yang muncul dari praktik personal branding. Hasil dari kegiatan ini menunjukkan bahwa remaja menggunakan strategi kurasi visual, konsistensi persona, dan storytelling digital untuk memperoleh validasi sosial melalui metrik seperti “like” dan komentar. Namun, keterlibatan intensif dengan logika algoritma menimbulkan tekanan performatif, perbandingan sosial, dan potensi krisis otentisitas identitas. Selain itu, faktor budaya dan gender berpengaruh terhadap cara remaja menampilkan diri di ruang digital. Kegiatan pengabdian ini menegaskan pentingnya literasi digital sebagai upaya mitigasi terhadap risiko psikologis dan etis yang menyertai personal branding di media sosial. Oleh karena itu, integrasi literasi digital ke dalam kurikulum pendidikan dan kebijakan platform yang lebih transparan menjadi langkah strategis untuk mendukung perkembangan identitas remaja yang sehat dan beretika di era digital.
Co-Authors Albansyah, Raihan Alviera, Evely Alvina Damaiyanti Mulyawan Angelie, Chelvie Audrey Manurung Aura Diva Maria Br Simanjorang Aviny, Pratita Ayu Pratiwi Az’zahra, Azlina Bernadett, Fiona CH Brigitta Pricilia Fongesta Bryan Latumanuwy Cahyani, Regita Emelia Cervia Ferdiana Chai, Vanesa Minardi Chellsy Christine Afandi Christina Christina Christy, Silvia Clara, Shindy Claudia Dinata Darmawan, Melly Eko Harry Susanto Erdiansyah, Rezi Evely Alviera Faiza Khairunnisa Amani Taufik Fanny Dwi Anggreany Farid Farid, Farid Farras Natasya Gilang Putra Ramadhan Harry Darmawan Helena Aurora Herman, Sylvia Hertanto, Danessa Valerie Himawan Himawan Jackson Jacqueline Annabell Jessica Tee Jesvanny Jesvanny Joenice, Aneesa Jonathan Kuswandy Jovita Padmasari Junita Sari Kathline Alexandra Thedianto Keira Djauwvanka Kurniawan Kelvin Kevin S Krisjanto Kusuma, Angelina Maria Kristi Monika Lee, Willy Christian Leonard, Glessya Vynika Lishia Wudjud Livia Gracely Wahyu Marcella, Cherise Marcelyn, Aviana Margareta, Vita Martin Martin Maulana, Azzahra Putri Meicella, Fioren Montera, Visca Muharizal Rizki, Aditiya Mustika, Yolanda Aileen Mutongi, Chipo Nanda, Bayu Dwi Natasha, Angelie Alice Nathaniel Christianto Kariodimedjo Novianti, Dian Olivia Laurensa Priscilla, Cherise Reinardus, Mitchelle Rezi Erdiansyah Ria Chandra Rinaldi, Keyza Baby Riris Loisa Rizky Adiguna Iswanto Putra Rusdi, Farid Sasa Sendjaja Selina Kurnia Setyanto, Yugih Setyanto, Yugih Simanjuntak, Bintang Samuel Sinta Paramita Sissy, Cecilia Stenly Bambang Yeremia Wantah Surya, Elizabeth Sutandi, Sania Tanasia, Valen Tanoto, Olivia Tedjo, Alessandro Angelo Teodorus, Reynald Adril Veronika, Rika Viona Marcella Willy Willy Winendy Kuswanto Winston Yohanes, Geraldi Yovianty, Livia