Studi Persepsi Perempuan Gen Z Terhadap Personal Branding Trisha

Phawta (@cadburylemonade) di TikTok

A Study on Generation Z Women’s Perception of Trisha Phawta’s

Personal Branding (@cadburylemonade) on TikTok

Penelitian ini bertujuan untuk mengetahui persepsi perempuan Gen

Z terhadap strategi personal branding akun TikTok @cadburylemonade

dalam menyajikan konten fashion dangdut. TikTok kini menjadi media

populer di kalangan Gen Z dalam mengekspresikan identitas, termasuk

melalui konten visual. Akun @cadburylemonade menampilkan karakter

yang unik, ekspresif, dan konsisten, serta menyisipkan unsur budaya lokal

dalam gaya berpakaian yang nyentrik. Penelitian ini menggunakan metode

kualitatif deskriptif, dengan teknik pengumpulan data berupa observasi,

dokumentasi, dan wawancara mendalam terhadap sembilan followers

perempuan Gen Z yang aktif mengikuti akun tersebut. Hasil penelitian

menunjukkan bahwa para informan memaknai personal branding

@cadburylemonade sebagai cerminan dari keberanian tampil beda,

keunikan, serta kemampuan menghibur melalui gaya yang lucu dan

jenaka. Unsur humor menjadi salah satu daya tarik utama yang membuat

kreator terasa lebih dekat, ringan, dan relevan di mata audiens. Persepsi ini

sejalan dengan delapan konsep personal branding menurut Peter Montoya,

serta teori Uses and Gratifications, di mana audiens mendapatkan gratifikasi

berupa hiburan, pembentukan identitas, dan interaksi sosial. Dengan

demikian, akun ini tidak hanya menjadi ruang ekspresi kreator, tetapi juga

berperan sebagai representasi budaya populer lokal yang diterima secara

positif oleh Gen Z.

Kata Kunci: Persepsi, Personal Branding, TikTok, Gen Z, Uses and

Gratifications

This study aims to explore the perceptions of Generation Z women toward

the personal branding strategy of the TikTok account @cadburylemonade in

presenting dangdut fashion content. TikTok has become a popular platform among

Gen Z for expressing identity, particularly through visual content. The

@cadburylemonade account stands out with its unique, expressive, and consistent

character, incorporating local cultural elements into its bold fashion style. This

research employs a descriptive qualitative method, with data collected through

observation, documentation, and in depth interviews with nine female Gen Z

followers who actively engage with the account. The findings reveal that the

informants perceive @cadburylemonade’s personal branding as a reflection of

boldness, uniqueness, and the ability to entertain through a humorous and playful

style. The comedic element becomes one of the main attractions, making the creator

feel more approachable, light-hearted, and relevant in the eyes of the audience. This

perception aligns with Peter Montoya’s eight concepts of personal branding, as well

as the Uses and Gratifications theory, in which the audience gains gratification in

the form of entertainment, identity formation, and social interaction. Thus, the

account not only serves as a space for the creatos’s self-expression but also acts as a

representation of local pop culture that is positively received by Gen Z.

Keywords: Perception, Personal Branding, TikTok, Gen Z, Uses and

Gratifications