DOI of the published article https://doi.org/10.21070/pssh.v7i.617
Analysis of @tasyafarasya's Personal Branding as a Beauty Influencer on TikTok.
Analisis Personal Branding @tasyafarasya sebagai Beauty Influencer di TikTok
DOI:
https://doi.org/10.21070/ups.7497Keywords:
Personal Branding, Principle of Specialization, tiktok, beauty influencerAbstract
In the digital age, personal branding is essential for individuals showcasing their skills on social media. This study analyzes Tasya Farasya’s personal branding strategy on TikTok using Montoya’s (2002) eight principles. A qualitative descriptive method was used, with data collected through TikTok observations, interviews with three active followers, and a direct interview with Tasya. The findings reveal that the principle of specialization is dominant, as Tasya consistently focuses on beauty and makeup reviews, establishing her authority in the industry. She also applies content consistency, active interaction, and transparency, enhancing audience engagement and trust. This study provides insights into effective personal branding strategies on TikTok, highlighting their role in building relationships and credibility with followers.
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