Strategies for Building a Presentation of Generation Z Influencers Through Social Media (Case Study: @Kakloraa)

Strategi Pembentukan Presentasi Diri Influencer Generasi Z Melalui Media Sosial (Studi Kasus: @Kakloraa)

Abstract

This research examines the @kakloraa account as a case study to analyze the self-identity formation strategies of a Generation Z influencer. Social media plays a crucial role in shaping how this generation constructs and expresses identity. The study applies Self-Presentation Theory, using self-presentation strategy indicators developed by Edward E. Jones and Thane S. Pittman, which focus on how individuals manage others’ perceptions. A descriptive qualitative approach was employed to gain an in-depth understanding of identity formation processes. Data were collected through documentation, interviews, and observation, and analyzed using data reduction, data display, and conclusion drawing techniques. The findings show that Kak Lora applies ingratiation, self-promotion, and exemplification strategies. Through these strategies, she successfully builds a positive self-identity, strengthens audience loyalty, and expands her influence in the food vlogging sphere.