Personal Branding Dhannisa Dwilagustino Sebagai Gentle Parenting Content Creator Di Akun Tiktok @Dhannicha

Abstract

The increasing number of active TikTok users in Indonesia has made social media function not only as a means of interaction, but also as a means of building self-image through personal branding efforts. Dhannisa Dwilagustino as a content creator tries to build personal branding as a gentle parenting content creator through her TikTok account @dhannicha. Through gentle parenting content uploaded on her TikTok account @dhannicha, Dhannisa Dwilagustino hopes to introduce parenting patterns based on empathy, understanding, respect and boundaries. This study aims to describe how Dhannisa Dwilagustino's competence, standards, and style in forming her personal branding as a gentle parenting content creator on her TikTok account @dhannicha. The method in this study is descriptive with a qualitative approach. Data were collected through interviews, observations, and documentation. Using McNally's personal branding concept, the results of the study illustrate that Dhannisa has adequate competence as seen from her extensive and credible knowledge and is supported by good skills. Dhannisa's standards are applied in content management, collaboration with brands, and interaction with the audience. Dhannisa's neat, polite, and comfortable appearance, as well as her gentle and kind personality, make the style displayed in line with the gentleness of gentle parenting. The author suggests that in the future Dhannisa can be more active in interacting with the audience and can vary the ideas of gentle parenting content that is uploaded.