Personal Branding and Communication Behavior of Women Preachers in Forming Self-identity on Instagram

Abstract

. This research using a qualitative approach aims to look at the existence of female preachers and explain personal branding and communication behavior in forming their identity on Instagram. Because women's brands, including preachers, are not reported proportionately by the mainstream media. Macak, cook and manak become the focus of the media in reporting, because female preachers often appear in the media when there are family disputes, divorce and other trivial matters. The theory used by Personal Branding David Aaker 2018, by choosing Oki Setiana Dewi and Mumpuni Handayayekti as research objects after mapping the sample criteria. Their posts on Instagram in the past year have become primary sources. The results show that in self-branding, Oki Setiana Dewi has reached the identity moeratorium level. Oki described her identity as a female preacher who the researchers call women with dignity, fashionable and modern. Mumpuni chooses to describe her identity as a female preacher who is cosmopolitan, simple and easy going. Mumpuni's simplicity, according to researchers, apart from the humble personality of Mumpuni, is also in accordance with mad'u who is the target of da'wah.