CINDY AURELIA Primary Author mixed material bibliography JAKARTA Universitas Satya Negara Indonesia 2025 id Indonesia

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This research aims to to examine how the social media platform Instagram is utilized by Andromeda Mercury to build her personal branding as a news anchor, as well as to understand audience perceptions of the content she creates in the context of shaping a professional self-image in the digital space. Theoretical framework used in this research is Impression Management theory, which helps to understand how individuals construct their self-image through social media and how audiences respond to it. A qualitative approach with a phenomenological method and an interpretative paradigm. Data were collected through semi-structured interviews, observations of the Instagram account @andromeda_mercury, and documentation of shared video content. The results indicate that the personal branding developed by Andromeda Mercury on social media is carried out gradually, strategically, and consistently, combining values of professionalism, personality, and journalistic ethics. The personal branding created not only reflects individual strategy but also aligns with the reputation of the media institution where she works. Overall, this study affirms that personal branding on social media represents a form of consciously managed self-presentation, in which individuals portray specific roles to fulfill professional identity needs while meeting the expectations of a digital audience. CINDY AURELIA Ilmu Komunikasi Personal Branding Media Sosial Instagram IKOM 2025 Institutional Repository USNI Universitas Satya Negara Indonesia IKOM 2025 8250250 Perpustakaan USNI Kampus A (SKRIPSI) IKOM 2025 PERSONAL BRANDINGMELALUI VIDEOKONTEN PADA AKUN MEDIA SOSIAL INSTAGRAM @ANDROMEDA_MERCURY 4321 2025-09-19 11:43:22 2025-09-19 11:44:02 machine generated