Personal Branding Konten Kreator Muda dalam Video YouTube: Analisis Semiotika Charles Sanders Peirce pada Video "Satu Hari Bersama Siswa Kelas 12 SMA di Indonesia"

Romadhoni, Achmad
Mahmudi, Marwan
Umami, Zahrotul

Marcommers : Jurnal Marketing Communication and Advertising
Vol 13, No 1 (2024)

This study aims to analyze the personal branding built by Zahid Azmi Ibrahim in his YouTube video content through the semiotic approach of Charles Sanders Peirce. As a young content creator, Zahid presents an educational and productive self-image, traced through visual and verbal signs in the video "A Day with a 12th Grade High School Student in Indonesia." This research uses a descriptive qualitative method with Peirce's sign analysis and Peter Montoya's eight personal branding concepts as a theoretical framework. The results show that Zahid builds a strong personal brand through consistent content, a unique communication style, and an educational narrative close to student life. The personal branding effectively fosters a positive perception among his audience