<![CDATA[Abstrak Penelitian ini membahas tentang pembentukan personal branding non-celebrity endorser Surabaya melalui media sosial Instagram. Hal ini dikarenakan maraknya persaingan bisnis di media sosial Instagram yang menggunakan personal branding endorser non-celebrity untuk mendukung produk yang ditawarkan agar masyarakat lebih tertarik dan lebih percaya. Penelitian ini menggunakan metode fenomenologi. Pembentukan personal branding non-celebrity endorser Surabaya terdiri dari spesialisasi, kepemimpinan, kepribadian,perbedaan, visibilitas, kesatuan, keteguhan, dan nama baik. Hasil dari penelitian mengenai personal branding ditemukan bahwa masing-masing dari non celebrity endorser memiliki makna dalam membentuk personal brand terkait aktivitasnya sebagai pendukung suatu produk. Dari aktivitasnya sebagai endorser terlihat bahwa terdapat ciri khas yang spesifik yang sudah ditentukan, kerelevanan konsep penyampaian pesan dengan endorser, dan adanya konsistensi secara terus menerus untuk memasarkan dirinya di mata publik melalui media sosial Instagram. Kata Kunci: personal branding, endorser, Instagram Abstract This study discusses the formation of personal branding non-celebrity endorser in Surabaya through social media Instagram. This is due to the rise of business competition on social media Instagram that uses personal branding of non-celebrity endorsers to support the products offered so that people are more interested and more trusting. This research uses the phenomenology method. The formation of personal branding non-celebrity endorser Surabaya which consists of specialization, leadership, personality, distictiviness, visibility, unity, persistence, and goodwill. The results of the research based on the personal branding found that each of the non celebrity endorsers has a meaning in forming a personal brand related to its activities as a supporter of a product. From its activities as an endorser, it can be seen that there are specific characteristics that have been determined, the relevance of the concept of delivering messages with endorsers, and the consistency of continuing to market themselves in the public eye through social media Instagram. Keywords: personal branding, endorser, Instagram]]>
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