Strategi Personal Branding di Akun Instagram @aliciaeva9 dalam Pembentukan Identitas Profesional - Amalia Syahrani Henry; Amiruddin Saleh; Harvia Atika Zahira (Jurusan PTIK Universitas Negeri Manado, 2026)
ABSTRAK Penelitian ini mengkaji strategi personal branding akun Instagram @aliciaeva9 dalam pembentukan identitas profesional di ruang digital. Di tengah dominasi media sosial dalam kehidupan Generasi Z, Instagram berkembang menjadi platform utama untuk mengkonstruksi citra diri secara strategis. Penelitian ini bertujuan menganalisis strategi personal branding yang digunakan, representasi identitas profesional, respons audiens, dan kontribusinya terhadap pembentukan identitas profesional. Menggunakan pendekatan kualitatif deskriptif, data dikumpulkan melalui observasi nonpartisipan terhadap 14 konten yang diunggah selama April 2026 dan wawancara semi-terstruktur dengan lima informan mahasiswi berusia 19-22 tahun yang dipilih secara purposif. Analisis data menggunakan model interaktif Miles et al. (2014), serta keabsahan data dijamin melalui triangulasi sumber dan teknik. Kerangka analisis berlandaskan pada teori Dramaturgi Goffman (1959) dan delapan elemen personal branding Montoya (2002). Hasil penelitian menunjukkan bahwa @aliciaeva9 membangun identitas profesional melalui empat strategi utama: konsistensi konten berbasis self-development (71% dari total unggahan), pemanfaatan gaya bahasa relatable yang autentik, kolaborasi strategis figur profesional dan brand relevan, serta ekspansi platform melalui podcast dan entrepreneurship. Konten bertema overthinking dan confidence menghasilkan engagement tertinggi, mencapai 173 ribu dan 80 ribu likes. Audiens merespons positif dengan merasa termotivasi dan terinspirasi, yang secara langsung memperkuat identitas profesional pemilik akun sebagai figur self-empowerment bagi Generasi Z. Kebaruan penelitian ini terletak pada integrasi analisis konten nyata dengan perspektif audiens dalam satu kerangka teoritis yang komprehensif untuk konteks kreator digital Indonesia. ABSTRACT This study examines the personal branding strategies of the Instagram account @aliciaeva9 in shaping professional identity in the digital space. Amid the dominance of social media in the lives of Generation Z, Instagram has emerged as a primary platform for strategically constructing one’s self-image. This study aims to analyze the personal branding strategies employed, the representation of professional identity, audience responses, and their contribution to the formation of professional identity. Using a descriptive qualitative approach, data were collected through non-participant observation of 14 posts uploaded during April 2026 and semi-structured interviews with five female college students aged 19–22 who were purposively selected. Data analysis employed the interactive model by Miles et al. (2014), and data validity was ensured through triangulation of sources and techniques. The analytical framework was grounded in Goffman’s (1959) Dramaturgy theory and Montoya’s (2002) eight elements of personal branding. The research findings indicate that @aliciaeva9 builds her professional identity through four key strategies: consistent self-development-focused content (71% of total posts), the use of an authentic and relatable writing style, strategic collaborations with relevant professionals and brands, and platform expansion through podcasts and entrepreneurship. Content centered on overthinking and confidence generated the highest engagement, reaching 173,000 and 80,000 likes, respectively. The audience responded positively, feeling motivated and inspired, which directly reinforces the account owner’s professional identity as a figure of self-empowerment for Generation Z. The novelty of this research lies in the integration of real-world content analysis with audience perspectives within a comprehensive theoretical framework for the context of Indonesian digital creators.