<![CDATA[Building a personal brand on Instagram has become a strategy for local skincare entrepreneurs in Palopo to foster consumer trust, strengthen their business image, and enhance their competitiveness in the digital era. This study aims to examine the forms of self-branding cultivated by these entrepreneurs on Instagram and to analyze the representation of meaning levels within their self-branding efforts. A qualitative approach utilizing a case study method was employed. The study focused on two local skincare entrepreneurs in Palopo, In Glow and Mechaeland selected purposively based on criteria regarding their direct involvement in business management and Instagram self-branding activities. Data collection, conducted over the course of May, involved observation, interviews, and documentation. The results indicate that the forms of self-branding employed include certified products as an element of reality, consumer education, product presentation and testimonials, and engaging content ideas as forms of representation. Regarding levels of meaning, the study identified the meaning of the self as a form of ideology, the meaning of the product as a form of representation, and visual meaning as a form of reality.]]>
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