Utami, Diyah Prawesti (2025) Pemanfaatan Media Sosial Linkedln Pada Akun @siskapuspasari Dalam Upaya Pembentukan Citra Diri (personal Branding). Other thesis, Universitas Islam Riau.

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Abstract

In the ever-growing digital era, social media can be a platform that reflects the character and personal identity of its users, so it is often used as a means to build self-existence or personal branding. The purpose of this research is to find out how Siska Puspa Sari utilizes LinkedIn as a tool to build her personal branding. LinkedIn is one of the platforms that can be an effective medium to develop and strengthen personal branding. This research uses a qualitative method with a descriptive approach. The informants in this study were four people, namely Siska Puspa Sari, an HR expert informant and Siska's coworker, and two supporting informants, namely Siska's coworkers and followers. Researchers used Peter Montoya's theory regarding eight concept of personal branding formation, namely specialization, leadership, personality, difference, visible, unity, constancy and good name. Based on the results of the research, Siska succeeded in applying all of these concept in building her personal branding on LinkedIn. This is reflected in her LinkedIn profile which is consistent, authentic, and can communicate her expertise and values, thus strengthening her image in the professional world.

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