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All Journal Procedia of Social Sciences and Humanities Proceeding of International Conference on Social Science and Humanity
Ridwan, Elent Praditya
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Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Mechanical Engineering Public Health Social Sciences Other

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Analysis of Gibran Rakabuming Raka's Personal Branding Strategy as a Leader Through the Tiktok Application: Analisis Strategi Personal Branding Gibran Rakabuming Raka Sebagai Pemimpin Melalui Aplikasi Tiktok Ridwan, Elent Praditya; Syafira, Aulia Firda; Febriana, Poppy
Procedia of Social Sciences and Humanities Vol. 8 (2025): Online Influence & Identity Forum (OIIF 2025)
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/pssh.v8i.753

Abstract

Using Henri Tajfel and John Turner's Social Identity Theory, this study examines Gibran Rakabuming Raka's personal branding approach on the TikTok platform Through a descriptive qualitative approach, the research explores how Gibran builds an online identity, manages a diverse audience, and overcomes privacy risks on social media. Through innovative and engaging TikTok content, Gibran was able to establish his own brand as a youthful leader who is up to date, relatable to the younger generation, and responsive, according to the findings. With more than 4.8 million followers, Gibran is able to create emotional closeness and build positive public perceptions of his leadership.
ANALYSIS OF THE APPLICATION OF DAGMAR THEORY IN DHILA FOOD'S DIGITAL MARKETING STRATEGY VIA TIKTOK Ridwan, Elent Praditya; Hariyanto, Didik
Proceeding of International Conference on Social Science and Humanity Vol. 2 No. 2 (2025): Proceeding of International Conference on Social Science and Humanity
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/icossh.v2i2.426

Abstract

Objective: This study aims to analyze the application of the DAGMAR (Defining Advertising Goals for Measured Advertising Results) theory in the digital marketing strategy of Dhila Food through the TikTok platform. The background of this research is based on the increasing use of social media by SMEs as a promotional tool to expand market reach and build stronger engagement with consumers, with TikTok chosen for its fast content distribution and interactive features. Method: This study uses a qualitative method with data collected through interviews, observations, and documentation. Results: The findings indicate that Dhila Food’s digital marketing strategy can be explained through the five stages of the DAGMAR theory: unaware, awareness, comprehension and image, attitude, and action. Consistent content uploads, the publication of On the Road schedules, live streaming activities, and documentation of customer queues are key factors in raising awareness, strengthening brand image, and fostering positive attitudes, which ultimately lead to purchase actions. Novelty: Thus, the application of DAGMAR in Dhila Food’s digital marketing strategy via TikTok has proven effective in increasing consumer interest and enhancing brand image.
Analysis of Gibran Rakabuming Raka's Personal Branding Strategy as a Leader Through the Tiktok Application: Analisis Strategi Personal Branding Gibran Rakabuming Raka Sebagai Pemimpin Melalui Aplikasi Tiktok Ridwan, Elent Praditya; Syafira, Aulia Firda; Febriana, Poppy
Procedia of Social Sciences and Humanities Vol. 8 (2025): Online Influence & Identity Forum (OIIF 2025)
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/pssh.v8i.753

Abstract

Using Henri Tajfel and John Turner's Social Identity Theory, this study examines Gibran Rakabuming Raka's personal branding approach on the TikTok platform Through a descriptive qualitative approach, the research explores how Gibran builds an online identity, manages a diverse audience, and overcomes privacy risks on social media. Through innovative and engaging TikTok content, Gibran was able to establish his own brand as a youthful leader who is up to date, relatable to the younger generation, and responsive, according to the findings. With more than 4.8 million followers, Gibran is able to create emotional closeness and build positive public perceptions of his leadership.
Co-Authors Didik Hariyanto Poppy Febriana Syafira, Aulia Firda