STUDI FENOMENOLOGI PERSONAL BRANDING PENDAKI GEN-Z DI MEDIA SOSIAL

PHENOMENOLOGICAL STUDY OF PERSONAL BRANDING OF GEN-Z CLIMBERS ON SOCIAL MEDIA

Penelitian ini menyoroti pentingnya personal branding, yang merupakan proses menciptakan citra diri untuk meningkatkan nilai jual individu. Di era digital, media sosial seperti Instagram menjadi alat utama dalam membentuk personal branding. Generasi Z, yang aktif mendaki gunung, memanfaatkan platform ini untuk berbagi pengalaman dan membangun identitas diri. Tren ini mencerminkan bagaimana hobi mendaki digunakan sebagai sarana ekspresi diri dan interaksi social. .Menggunakan teori personal branding dari Montoya, penelitian ini menemukan bahwa aspek "terlihat," "spesialisasi," dan "kesatuan" sangat menonjol dalam konsep personal branding yang digunakan. Para narasumber memanfaatkan Instagram untuk menunjukkan keberadaan mereka, memamerkan keahlian khusus, dan menjaga konsistensi antara citra online dan perilaku nyata, yang semuanya berkontribusi pada citra diri yang kuat di mata audiens mereka. Meskipun demikian, konsep seperti "keteguhan," "kepribadian," "perbedaan," "kepemimpinan," dan "nama baik" belum sepenuhnya tereksplorasi. Metode penelitian menggunakan pendekatan kualitatif, khususnya studi fenomenologi, untuk menggali pengalaman generasi Z dalam membentuk personal branding melalui Instagram. Data dikumpulkan melalui wawancara mendalam dengan pendaki muda yang aktif di media sosial. Hasil ini menunjukkan bahwa Instagram adalah platform penting bagi generasi Z pendaki gunung dalam membangun dan mengelola personal branding mereka, dengan feedback dari audiens memainkan peran signifikan dalam mendorong perkembangan branding tersebut.

This research highlights the importance of personal branding, which is the process of creating a self-image to increase an individual's selling value. In the digital era, social media such as Instagram has become a primary tool in forming personal branding. Generation Z, who are active in mountain climbing, utilizes this platform to share experiences and build self-identity. This trend reflects how the hobby of climbing is used as a means of self-expression and social interaction. Using Montoya's personal branding theory, this study found that the aspects of "visible," "specialization," and "unity" were very prominent in the concept of personal branding used. The interviewees utilized Instagram to show their presence, showcase special skills, and maintain consistency between online images and real behavior, all of which contributed to a strong self-image in the eyes of their audience. However, concepts such as "firmness," "personality," "difference," "leadership," and "good name" have not been fully explored. The research method used a qualitative approach, specifically phenomenological studies, to explore the experiences of generation Z in forming personal branding through Instagram. Data were collected through in-depth interviews with young climbers who are active on social media. These results show that Instagram is an important platform for Generation Z mountain climbers in building and managing their personal branding, with audience feedback playing a significant role in driving the development of this branding.