ANALISIS AUTHENTIC PERSONAL BRANDING PADA AKUN SOCIAL MEDIA TIKTOK @memelcumel STUDI NETNOGRAFI

The objective of this research is to analyze The Personal Branding strategy implemented by Melasari Herwanti on The TikTok account @memelcumel. The approach used is netnography to understand The dynamics of The community and culture formed around The account, as well as content analysis using The Authentic Personal Branding criteria to evaluate The alignment between The Personal Branding built by Melasari Herwanti and The 11 effective Personal Branding criteria according to Hubert K. Rampersad. This research method is qualitative, with data collection techniques through participatory observation and content analysis of posts, comments, and interactions with followers of The @memelcumel account during The research period. The research results indicate that Melasari Herwanti successfully built an effective Personal Branding through engaging and relevant content. The content presented is not only entertaining but also provides added value that can increase The interest and loyalty of her audience. The data validity technique in The form of source triangulation used in this research ensures that The obtained data is valid and accountable, with verification of information from trusted sources, namely Melasari Herwanti. The conclusion of this research is that The Personal Branding strategy carried out by Melasari Herwanti is effective and aligns with The 11 Personal Branding criteria put forward by Hubert
K. Rampersad. The application of These concepts helps Melasari Herwanti in building an Authentic and credible image in The eyes of her audience, which in turn increases The added value, engagement, and loyalty of The followers of The TikTok account @memelcumel.

Keywords: Personal Branding, TikTok, Netnography, Authenticity, Social media.