PERSONAL BRANDING BARBIE KUMALASARI UNTUK MERAIH POPULARITAS MELALUI INSTAGRAM

Rubiyanto Rubiyanto; Meisianita Fildyanti

doi:10.32509/wacana.v20i1.1253

PERSONAL BRANDING BARBIE KUMALASARI UNTUK MERAIH POPULARITAS MELALUI INSTAGRAM

Rubiyanto Rubiyanto, Meisianita Fildyanti

Abstract

Kumalasari's personal branding efforts through instagram @barbiekumalasari often get harsh comment, bullying, and negative stigma from followers. In fact, it made her known and gained popularity. The purpose of this study was to analyze the Kumalasari personal brand through content on Instagram account @barbiekumalasari, as a form of personal branding to gain popularity. The author uses qualitative methods with an interpretive paradigm, and an intrinsic case study approach. The results showed that the uploaded content has met the ten guidelines for forming a personal brand, as a form of personal branding put forward by Keller, Parameswaran, and Jacob. Even though the content received positive and negative comments from followers, Kumalasari was able to gain popularity. In fact, she was given the title “Ratu Halu” because she identified herself with a Barbie doll as a form of strong personal brand. The personal brand that is attached to Kumalasari is a unique and different identity in the minds of followers, society, and media, which leads to the creation of popularity. In this study, the authors interpreted the new concept of Kumalasari as a 'Halu Barbie'

Keywords

Personal Branding; Instagram; Barbie Kumalasari; Followers; Celebrities

Full Text:

PDF

References

Afrilia, A. M. (2018). Personal Branding Remaja di Era Digital. Mediator: Jurnal Komunikasi, 11(1). https://doi.org/10.29313/mediator.v11i1.3626

Anjani, F. (2019, June 29). Profile Barbie Kumalasari Istri Galih Ginanjar yang Lagi Viral, Akui Permak Wajah & Juragan Berlian. https://suryamalang.tribunnews.com/2019/06/29/profil-barbie-kumalasari-istri-galih-ginanjar-yang-lagi-viral-akui-permak-wajah-juragan-berlian

Arindita, R. (2019). Personal Branding Mom-Influencer dan Representasi Ibu Millenial di Media Sosial. WACANA, Jurnal Ilmiah Ilmu Komunikasi, 18(1). https://doi.org/10.32509/wacana.v18i1.722

Atmoko, B. D. (2012). Instagram Handbook. Media Kita.

Creswell, J. W. (2010). Research design pendekatan kualitatif, kuantitatif, dan mixed. Yogyakarta: Pustaka Pelajar.

Deckers, E., & Lacy, K. (2013). Branding yourself: How to use social media to invent or reinvent yourself. Que Publishing.

Dwitama, A. P. (2021). Apakah halu adalah sebutan gangguan mental. https://www.sehatq.com/forum/apakah-halu-adalah-sebutan-gangguan-mental-q17344

Fitrisa, R. (2020, November 21). Warganet Sebut Wajahnya Mirip Kucing Persia, Barbie Kumalasari: Gak Marah, Berarti Gue kan Cute. https://bekasi.pikiran-rakyat.com/entertainment/pr-12992434/warganet-sebut-wajahnya-mirip-kucing-persia-barbie-kumalasari-gak-marah-berarti-gue-kan-cute

Haroen, D. (2014). Personal branding. Gramedia Pustaka Utama.

Johnson, C. (2019). Platform: The Art and Science of Personal Branding. Lorena Jones Books.

Keller, K. L., Parameswaran, A. M. G., & Jacob, I. (2015). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (Fourth). Pearson India Education.

Kemp, S. (2021). Instagram: Audience Overview. https://datareportal.com/reports/digital-2021-indonesia

Kumalasari, M. (2020). Personal Interview.

Liliweri, A. (2018). Paradigma Penelitian Ilmu Sosial. Pustaka Pelajar.

Miles, J. (2019). Instagram Power: Build Your Brand and Reach More Customers with Visual Influence. McGraw Hill Professional.

Montoya, P., & Vandehey, T. (2009). The brand called you: Create a Personal Brand That Wins Attention and Grows Your Business. McGraw-Hill.

Muris, D. (2019). Motivasi warganet dalam Menjadi Top Comment di Kolom Komentar Instagram. Jurnal Ilmu Komunikasi, 9(1), 1–10.

Norman K Denzin, & Lincoln, Y. S. (2009). Handbook of Qualitatif Research (Dariyatno, B. Samsul Fata, Abi, & J. Rinaldi (eds.)). Pustaka Pelajar.

Nurin, F. (2019, August 1). Barbie Kumalasari Nyanyi, Warganet: Fals dari Awal Sampai Akhir. https://www.suara.com/entertainment/2019/08/01/145719/barbie-kumalasari-nyanyi-warganet-fals-dari-awal-sampai-akhir?page=all

Pertiwi, F., & Irwansyah, I. (2020). Personal Branding Ria Ricis pada Media Sosial Instagram. Jurnal Penelitian Komunikasi; Vol 23, No 1 (2020)DO - 10.20422/Jpk.V23i1.631 . https://bppkibandung.id/index.php/jpk/article/view/631/431

Pool. (2019, September 12). Yuk, Bantu Cari Foto Barbie Kumalasari Waktu di Nevada! https://hot.detik.com/celeb/d-4703733/yuk-bantu-cari-foto-barbie-kumalasari-waktu-di-nevada

Puntoadi, D. (2011). Menciptakan Penjualan Melalui Social Media. PT. Elex Kompetindo.

Putra, H. A. (2020). Personal interview.

Riyandi, R. (2020, September 9). Ngaku Indigo, Barbie Kumalasari Malah Ramalkan Artis Ini Cerai. https://ayobandung.com/read/2020/09/09/127434/ngaku-indigo-barbie-kumalasari-malah-ramalkan-artis-ini-cerai

Rubiyanto, & Yuliani, D. T. (2020). Pengaruh Penggunaan Instagram terhadap Pembentukan Citra CNN Indonesia bagi Followers. Promedia (Public Relation Dan Media Komunikasi), 6(2).

Saretta, I. R. (2020, October 31). Kisah Barbie Kumalasari yang Berhasil Lakukan Transformasi Mencengangkan karena Gerah Kena Bully. https://www.cermati.com/artikel/kisah-barbie-kumalasari-yang-berhasil-lakukan-transformasi-mencengangkan-karena-gerah-kena-bully

Soraya, I. (2017). Personal Branding Laudya Cynthia Bella Melalui Instagram (Studi Deskriptif Kualitatif Pada Akun Instagram @Bandungmakuta). Jurnal Komunikasi, 8(2).

Speak, K. D., & McNally, D. (2011). Be Your Own Brand: Achieve More of What You Want by Being More of Who You Are. ReadHowYouWant. com.

Suskarwati, S. U. (2019). Koevolusi Radio Berita RRI Pro3 pada Program Indonesia Menyapa. WACANA: Jurnal Ilmiah Ilmu Komunikasi, 18(2). https://doi.org/10.32509/wacana.v18i2.922

Tedjadiono, C. S. (2020). Personal Interview.

Ulfa, N. (2019, August 2). Dicibir Bersuara Jelek, Barbie Kumalasari: Tak Semua Orang Bisa. https://www.dream.co.id/showbiz/dicibir-suaranya-jelek-kumalasari-nggak-apa-apa--190802i.html

Widyastuti, D. A., Wiloso, P. G., & Herwandito, S. (2017). Analisis Personal Branding di Media Sosial (Studi Kasus Personal Branding Sha’an d’Anthes di Instagram). Jurnal Inovasi, 11(1), 1–16.

DOI: https://doi.org/10.32509/wacana.v20i1.1253