Publish Date
30 Nov -0001
<![CDATA[Abstract. Social media is no longer used solely as a promotional tool but has also become an important medium for branding, including personal branding. This study analyzes the process of personal branding formation of Muhammad Ashari Herlambang (Markocop) as a gaming content creator on YouTube. The research aims to examine the process of building personal branding, the meaning of personal branding, and the reasons for choosing YouTube as the primary platform for identity construction. This study employs a qualitative approach using a case study method and is based on McNally and Speak’s personal branding theory, which consists of three dimensions: competence, style, and standards. Data were collected through in-depth interviews, content observation, and documentation study. The findings indicate that Markocop builds his personal branding through his competence in playing Mobile Legends, particularly by specializing in the Aldous hero, a relaxed and humorous communication style using a Sundanese accent and the catchphrase “Serepet,” as well as the application of professional standards through content consistency, platform strategies, and audience community development. Markocop’s personal branding is formed as an authentic and distinctive digital identity that is easily recognizable and capable of creating emotional closeness with audiences. Abstrak. Media sosial saat ini tidak hanya dimanfaatkan sebagai sarana promosi, tetapi juga sebagai media branding, termasuk personal branding bagi individu. Penelitian ini menganalisis proses pembentukan personal branding Muhammad Ashari Herlambang (Markocop) sebagai content creator gaming di platform YouTube. Penelitian ini bertujuan untuk mengkaji proses pembangunan personal branding, pemaknaan personal branding, serta alasan pemilihan YouTube sebagai media utama dalam membangun identitas diri. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus dan mengacu pada teori personal branding McNally dan Speak yang meliputi dimensi kompetensi, gaya, dan standar. Data diperoleh melalui wawancara mendalam, observasi konten, dan studi dokumentasi. Hasil penelitian menunjukkan bahwa Markocop membangun personal branding melalui kompetensi bermain Mobile Legends, khususnya penggunaan hero Aldous, gaya komunikasi santai dan humoris dengan logat Sunda serta jargon “Serepet”, dan penerapan standar profesional melalui konsistensi konten, strategi platform, serta pembangunan komunitas audiens. Personal branding Markocop terbentuk sebagai identitas digital yang autentik, mudah dikenali, dan mampu menciptakan kedekatan emosional dengan audiens.]]>
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