The Analysis of Aipda Purnomo’s Personal Branding on the TikTok Account @purnomobelajarbaik
Citra Polisi Baik: Analisis Personal Branding Aipda Purnomo Pada Akun TikTok @purnomobelajarbaik
DOI:
https://doi.org/10.21070/ups.11690Keywords:
Personal Branding, TikTok, Police, Public CommunicationAbstract
This study analyzes Aipda Purnomo’s personal branding through his TikTok account, @purnomobelajarbaik_, which had 3.3 million followers as of January 20, 2026. Using Montoya and Vandehey’s personal branding framework and a qualitative interpretive approach, the study examines three pinned posts through qualitative content analysis. The findings show that Purnomo consistently builds his personal brand through eight elements: specialization, symbolic leadership, personality, uniqueness, visibility, personal-professional integration, consistency, and goodwill. His humanitarian values, concrete actions, and reflective narratives serve as counter-narratives to the negative image of the Indonesian National Police (Polri). The study highlights personal branding as not only an individual image-management strategy but also a communication mechanism for rebuilding public trust during institutional legitimacy crises.
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