Personal Branding of Comedian Ardit Erwandha Through Instagram @ARDITRWANDHA Social Media

Instagram social media is now widely used by its users to form Personal Branding. Instagram can be used as a place for personal branding through the content presented on Instagram. One of them is a comedian who uses his Instagram to do personal branding, namely Ardit Erwandha by uploading his comedic content on Instagram. The purpose of this study was to find out and describe the personal branding of comedians on Instagram @arditerwandha using the personal branding concept theory according to Montoya. This study uses a qualitative descriptive method by collecting data through observation, interviews and documentation. The results of Ardit Erwandha's personal branding research through social media by applying eight personal branding concepts according to Montoya: 1) Specialization: Comedians in the sitcom genre that are Update and Flexible. 2) Leadership: have a responsible attitude. 3) Personality: Appear as is, have a friendly and humble nature. 4) Differences: Packaging of material and types of comedy that are absurd and plottwist. 5) Appearance: Consistent in uploading comedy content and activities on Instagram. 6) Unity: Has a humble and entertaining personality in the real world and on his Instagram. 7) Tenacity: Consistent in creating comedy content with trending event material. 8) Good Name : Filters every uploaded content and has entertaining benefits. Ardit also takes advantage of several Instagram features to support the formation of its personal branding on Instagram. The suggestion from this research is to make more use of the live and hashtag features in managing Instagram to improve the formation of personal branding on Instagram.
 
Keywords: Personal Branding, Content, Instagram.