Personal Branding Nonselebriti pada Akun Instagram @panggilvanyaja

Abstract

One of the platforms widely used by the public is Instagram, especially among young people.
This is seen as an opportunity by @panggilvanyaja as a medium for channeling talent or selfpotential so that it can be seen more widely by the public by utilizing its features to build
personal branding. The purpose of this study is how @panggilvanyaja does personal branding
as a noncelebrity, as the benefits for further research by being a source of additional references
and insights to the public related to personal branding on Instagram account. This research
uses a case study approach with observation, documentation, and interviews with informants
as many as 5 people from Instagram users. The theory used to analyze is dramaturgy by Erving
Goffman. The study's results showed that @panggilvanyaja uses Instagram as a platform to
interact and build closeness with his followers to be more intense, intended to build loyalty
from the community of followers of @panggilvanyaja and coupled with how to dress style as a
supporting aspect of personal branding.