Rindiani, Riri Mega (2025) Personal Branding Rizki Febriyanti Sebagai Beauty Enthusiast Pada Akun Tiktok @rizfebyyyy. Other thesis, Universitas Islam Riau.

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Abstract

Phenomena continue to develop in today's digital era, one of which is the existence of beauty enthusiasts on various social media platform s, especially TikTok. In building an existence on these platform s, a beauty enthusiast needs to build a strong personal branding so that it has its own characteristics and can compete with other creators. This also applies to Rizki Febriyanti, who utilizes her TikTok account to showcase her abilities in the beauty field. This research uses a qualita- tive method with a descriptive approach. The informants in this study consisted of four people, namely Rizki Febriyanti as the main informant, and three active fol- lowers as supporting informants. Using descriptive data analysis techniques by re- ferring to the eight personal branding concepts put forward by Peter Montoya, namely specialization, leadership, personality, difference, consistency, unity, con- stancy, and good name. The results showed that Rizki Febriyanti applies all per- sonal branding concepts put forward by Peter Montoya. seen from how Rizki Febri- yanti builds an image as a beauty enthusiast who specializes in the world of beauty and is able to maintain her identity and consistency on TikTok.

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