PEMANFAATAN MEDIA SOSIAL TIKTOK SEBAGAI SARANA PERSONAL BRANDING GUS IQDAM

Abstract

The advancement of technology has transformed communication patterns in society, marked by the rise of new media such as TikTok. This platform functions not only as entertainment but also as a medium for personal branding. Gus Iqdam, a young preacher, utilizes TikTok to spread Islamic teachings and build his personal brand. This study aims to describe in detail the personal branding strategies employed by Gus Iqdam through his TikTok account, @muhammad_iqdam_kholid, providing a deeper understanding of how he reaches audiences through digital platforms. This research uses a qualitative descriptive content analysis approach based on McNally and Speak’s theory of personal branding. Data were collected through observation, documentation, and literature study, then analyzed using Miles and Huberman’s interactive model, including data collection, reduction, presentation, and conclusion drawing. Data validity was ensured using source triangulation. The findings show that Gus Iqdam successfully builds his personal branding through three key aspects. His uniqueness lies in a relaxed yet religious approach; his relevance appears in content addressing everyday life issues and moral guidance; and his consistency is shown through repeated core messages about living according to Islamic values. His TikTok content is not only entertaining but also educational and inspirational.