Strategi Guru dalam Membangun Personal Branding Melalui Konten Tiktok
DOI:
https://doi.org/10.63822/eykzwa09Keywords:
Strategi Guru, Personal Branding, Tiktok, Media Sosial, PendidikanAbstract
Perkembangan media sosial telah membawa perubahan dalam berbagai aspek kehidupan, termasuk pendidikan. TikTok tidak hanya dimanfaatkan sebagai sarana hiburan, tetapi juga sebagai media edukasi dan pengembangan citra diri. Guru memiliki peluang memanfaatkan TikTok untuk membangun personal branding yang positif dan profesional melalui konten informatif, edukatif, dan kreatif, sehingga dapat memperluas jangkauan pengaruh serta meningkatkan kredibilitas. Penelitian ini bertujuan menganalisis strategi guru dalam membangun personal branding melalui konten TikTok, faktor pendukung, dan kendala yang dihadapi. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus di SMPN 128 Jakarta yang berada di bawah naungan Yayasan Pendidikan Islam Daarul Kirom. Informan dipilih melalui teknik purposive sampling dengan melibatkan guru yang aktif menggunakan TikTok sebagai media personal branding. Data dikumpulkan melalui wawancara, observasi, dan dokumentasi, kemudian dianalisis menggunakan model Miles dan Huberman melalui reduksi data, penyajian data, dan penarikan kesimpulan. Keabsahan data diuji melalui triangulasi sumber, teknik, dan waktu. Hasil penelitian yaitu terdapat gambaran komprehensif mengenai strategi guru dalam membangun personal branding melalui konten TikTok serta berkontribusi terhadap pengembangan pemanfaatan media sosial dalam dunia pendidikan.
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