PERSONAL BRANDING BY IMAM SANTOSO AS AN INFLUENCER AND LECTURER THROUGH INSTAGRAM IN CAREER DEVELOPMENT

Abstrak

The rapid development of social media influencers has fundamentally changed the digital economy. Approximately 64 million individuals worldwide will identify themselves as influencers by 2023, 5.4 times the number of doctors worldwide. The role of social media is crucial in the context of personal branding. Social media can help share thoughts, ideas, and works with millions of people worldwide. Social media can help create a positive self-image and certainly attract others. Imam Santoso has done the same thing in building his personal branding as a creative and innovative marketing strategy. Research this own objective for know Personal Branding done on Instagram Social Media by IMAM SANTOSO.  This study uses a qualitative descriptive approach. The subject of the study is Imam Santoso. The object of the study is the content of posts on Imam Santoso's Instagram from January 2025 to June 2025. The primary data sources in this study are Imam Santoso's followers and his Instagram account. Secondary data sources in this study are journals, books, and articles related to the problem being studied. Data collection techniques are carried out through observation, documentation, literature study, data analysis, observation, and conclusion drawing. Based on the results of the study above, it can be stated that Imam Santoso builds personal branding by creating various content on Instagram social media with various types of content created, namely inspirational content, educational content, daily activity storytelling content, testimonial and collaboration content, personal story content, experiences, and challenges.

Keywords: Personal Branding, Imam Santoso, Influencer, Instagram, Career