<![CDATA[This research is motivated by the increasing number of content creators on YouTube, which has given rise to intense competition among creators. The purpose of this study is to explain the personal branding developed by Tretan Muslim through his YouTube channel, Tretan Universe, amidst this competition. This study uses a descriptive method with a qualitative approach. Data were collected through observation, interviews, documentation, and literature review. This study refers to Peter Montoya's personal branding theory, which includes eight dimensions of personal branding. The results show that Tretan Muslim fulfills all of these dimensions. In specializing in simple appearance, thinking outside the box, and comedy are Tretan Muslim's characteristics. In leadership, his content is unique, fresh, and innovative. Personality is reflected in creativity, abstract thinking, and spontaneity. The dimension of difference is evident in his ability to process trends and involve people with disabilities. In terms of visibility, Tretan Muslim actively follows trends and collaborates. Tretan Muslim's Unity is seen in his professional behavior and always maintains a good attitude. Tretan Muslim's steadfastness is always consistent in seeking new ideas and has strong principles. In terms of good name, Tretan Muslim limits the expression of wild ideas and provides opportunities for people with disabilities. This overall strategy forms a unique personal branding, distinguishing Tretan Muslim from other content creators. Abstrak Penelitian ini dilatarbelakangi oleh meningkatnya jumlah konten kreator di media sosial YouTube, yang menimbulkan persaingan ketat antar kreator. Tujuan penelitian ini adalah menjelaskan personal branding yang dibentuk oleh Tretan Muslim melalui kanal YouTube-nya, Tretan Universe, di tengah persaingan tersebut. Penelitian ini menggunakan metode deskriptif dengan pendekatan kualitatif. Data dikumpulkan melalui observasi, wawancara, dokumentasi, dan studi pustaka. Penelitian ini mengacu pada teori personal branding Peter Montoya yang mencakup delapan dimensi pembentuk personal branding. Hasil penelitian menunjukkan bahwa Tretan Muslim memenuhi seluruh dimensi tersebut. Dalam spesialisasi penampilan sederhana, berpikir di luar nalar, dan komedi menjadi ciri khas Tretan Muslim. Dalam kepemimpinan, kontennya unik, segar dan inovatif. Kepribadian tercermin dalam krFareativitas, berpikir abstrak dan spontan. Dimensi perbedaan tampak dari kemampuannya mengolah tren dan melibatkan penyandang disabilitas. Dalam hal terlihat, Tretan Muslim aktif mengikuti tren dan berkolaborasi. Tretan Muslim memiliki Kesatuan terlihat dari perilaku profesional dan selalu menjaga sikap. Keteguhan Tretan Muslim selalu konsisten mencari ide baru dan meiliki prinsip yang kuat. Pada aspek nama baik, Tretan Muslim membatasi ekspresi ide yang liar dan memberikan peluang bagi orang disabilitas. Keseluruhan strategi ini membentuk personal branding yang khas, membedakan Tretan Muslim dari konten kreator lainnya.]]>
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