Personal Branding Food Vlogger Dimas Angga Melalui Sosial Media Instagram @njajantok_sby
Semakin meningkatnya penggunaan internet dan sosial media, Dimas Angga memanfaatkan Instagramnya untuk mengulas berbagai makanan, terutama pada kuliner lokal dengan gaya khas yang dimiliki. Penelitian ini bertujuan untuk menggambarkan personal branding food vlogger Dimas Angga melalui akun sosial media Instagramnya @njajantok_sby. Jenis penelitian yang digunakan adalah kualitatif dengan metode studi kasus. Data diperoleh melalui wawancara mendalam dengan Dimas Angga, tim manager dan vidioegrafer Dimas, kedua pengikut akun Instagram @njajantok_sby, dokumentasi dan observasi langsung terhadap aktivitasnya di Instagram. Penelitian ini menggunakan konsep personal branding menurut teori Petter Montoya, yang meliputi delapan konsep. Hasil penelitian menunjukkan bahwa Dimas Angga berhasil membangun personal branding yang kuat dengan menerapkan konsep spesialisasi dan kepribadian, dengan mengkedepankan keunikanya menunjukkan konten kuliner makanan tanpa nasi atau jajanan yang sesuai dengan nama akun Instagramnya @njajantok_sby serta menyampitkan segmen pasar yang niche (spesifik) dan menunjukkan sikap kepribadian yang apa adanya sehingga Dimas diterima oleh masyarakat. Hal ini tidak hanya meningkatkan popularitasnya di kalangan pengguna Instagram saja, tetapi juga menarik berbagai kerja sama dengan brand di bidang kuliner.
Kata kunci: Personal branding, Food Vlogger, Sosial Media, Instagram.
The increasing use of the internet and social media has led Dimas Angga to utilize his Instagram account to review various foods, especially local cuisine, with his unique style. This study aims to describe the personal branding of food vlogger Dimas Angga through his Instagram account @njajantok_sby. The research is qualitative with a case study method. Data was collected through in-depth interviews with Dimas Angga, his manager, and videographer, two followers of the Instagram account @njajantok_sby, as well as documentation and direct observation of his activities on Instagram. The study uses the personal branding concept based on Petter Montoya’s theory, which includes eight key concepts. The findings show that Dimas Angga has successfully built a strong personal brand by applying the concepts of specialization and personality. He emphasizes his uniqueness by showcasing content about food without rice or snacks, in line with the name of his Instagram account @njajantok_sby. Additionally, he narrows his target market to a niche segment and presents an authentic personality, which has helped him gain acceptance among the public. This not only increased his popularity among Instagram users but also attracted collaborations with brands in the culinary field.
Keywords: Personal branding, Food Vlogger, Social Media, Instagram.