ANALISIS PERSONAL BRANDING DI MEDIA SOSIAL: STUDI KASUS CHANNEL YOUTUBE TARA ARTS GAME INDONESIA
Abstract
The rapid growth of YouTube in Indonesia has intensified competition among content creators, making personal branding essential for sustaining relevance in digital spaces. This study aims to analyze the personal branding of Tara Arts Game Indonesia, a gaming YouTube channel established on September 7, 2011. The study applies Montoya and Vandehey’s Eight Laws of Personal Branding: specialization, leadership, personality, distinctiveness, visibility, unity, persistence, and goodwill. A descriptive qualitative approach was employed using a single-case study design and an interpretive paradigm. Data were collected from April to June 2026 through digital content observation, documentation, and in-depth interviews with the channel’s main creator and a loyal viewer. The findings show that all eight laws are manifested in an interconnected manner. The channel maintains a clear gaming specialization, builds opinion leadership through experience-based commentary, displays an authentic and humorous personality, differentiates itself through creator-crew chemistry and editing style, sustains visibility across multiple YouTube formats, demonstrates unity between public and personal character, persists through long-term platform changes and a 2020 hacking incident, and develops goodwill through a strong community relationship. These elements form a strong, consistent, and authentic personal branding ecosystem.
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