<![CDATA[Abstrak Penelitian ini bertujuan untuk mengeksplorasi bagaimana Irfan Hamid, seorang selebgram TikTok pemilik akun @darahdenbiru, merancang personal branding dan membentuk identitas digital melalui konten serta aktivitasnya di media sosial. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan metode studi kasus. Teknik pengumpulan data dilakukan melalui dokumentasi, observasi, dan wawancara langsung dengan subjek penelitian. Landasan teori yang digunakan mengacu pada delapan prinsip personal branding menurut Peter Montoya, yaitu spesialisasi, kepemimpinan, kepribadian, diferensiasi, visibilitas, konsistensi, integritas, dan reputasi baik. Hasil penelitian menunjukkan bahwa Irfan Hamid mampu membangun citra diri yang autentik, konsisten, dan menarik di mata audiens media sosial. Strategi personal branding yang diterapkan tidak hanya mencerminkan kepribadiannya, tetapi juga mampu meningkatkan engagement serta memperkuat posisi identitas digitalnya sebagai figur publik. Temuan ini memberikan wawasan baru mengenai bagaimana personal branding dapat dirancang secara strategis di era digital untuk membangun daya tarik personal yang kuat dan berkelanjutan. Kata Kunci: personal branding, identitas digital, TikTok, influencer Abstract This study aims to explore how Irfan Hamid, a TikTok influencer and owner of the @darahdenbiru account, designs his personal branding and constructs his digital identity through content and social media activities. The study uses a descriptive qualitative approach with a case study method. Data collection techniques were carried out through documentation, observation, and direct interviews with the subject. The theoretical foundation is based on Peter Montoya's eight principles of personal branding, which include specialization, leadership, personality, differentiation, visibility, consistency, integrity, and good reputation. The findings reveal that Irfan Hamid consistently presents an authentic, unique, and compelling personal image to his social media audience. His personal branding strategy not only reflects his personality but also enhances audience engagement and strengthens his digital identity as a public figure. These findings offer new insights into how personal branding can be strategically designed in the digital era to build strong and sustainable personal appeal. Keywords: Personal branding, digital identity, TikTok, influencer]]>
