<![CDATA[Abstrak. Media sosial saat ini dapat dimanfaatkan untuk membangun personal branding stiap individu. Hal ini dimanfaatkan oleh Menteri Perhubungan RI untuk membangun personal branding-nya melalui #MenhubVlog pada channel YouTube Kementerian Perhubungan RI. Tujuan penelitian untuk menggambarkan personal branding Menteri Perhubungan Republik Indonesia melalui vlog dalam rangka menumbuhkan efektivitas komunikasi antara Menteri Perhubungan dengan publik, terutama generasi milenial. Paradigma yang digunakan adalah paradigma konstruktivisme dengan metode penelitian kualitatif dan teknik wawancara mendalam. Hasil dari penelitian ini adalah Menteri Perhubungan RI berhasil membangun personal branding melalui #MenhubVlog berdasarkan tiga dimensi utama pembentuk personal branding, yaitu Kompetensi, Standar, dan Gaya. Kesimpulannya, Menteri Perhubungan RI memiliki reputasi yang bagus dan dapat menciptakan komunikasi yang efektif dengan masyarakat.Kata Kunci: Personal Branding, Vlog, Menteri Perhubungan, generasi milenial.. Abstract. Today's social media can be used to build personal branding for each individual. This is used by the Minister of Transportation of the Republic of Indonesia to build his personal branding through #MenhubVlog on the YouTube channel of the Indonesian Ministry of Transportation. The purpose of the study is to describe the personal branding of the Minister of Transportation of the Republic of Indonesia through vlogs in order to grow the effectiveness of communication between the Minister of Transportation and the public, especially the millennial generation. The paradigm used is the contructivism paradigm with qualitative research methods and in-depth interview techniques. The result of this research is that the Minister of Transportation of the Republic of Indonesia has succeeded in building personal branding through #MenhubVlog based on the three main dimensions that form personal branding, namely Competence, Standards, and Style. In conclusion, the Indonesian Minister of Transportation has a good reputation and can create effective communication with the public.Keywords: Personal Branding, Vlog, Minister for Transportation, millennial generation. ]]>
