Personal Branding Through Two Channels: Content Analysis of Finance Minister Purbaya Yudhi Sadewa on Private (@purbayayudhis) and Official (@menkeuri) Tiktok Accounts

Abstract

This study analyzes the personal branding of Indonesia's Finance Minister, Purbaya Yudhi Sadewa, across two distinct TikTok channels: his private account (@purbayayudhis) and the official Ministry account (@menkeuri). Utilizing a qualitative descriptive approach with content analysis, the research examines 28 video posts using Peter Montoya's 8 Laws of Personal Branding and Labrecque’s Digital Personal Branding framework. The findings reveal that while both accounts represent the same figure, they employ different communication strategies that complement each other. The private account frames the Minister as humanistic, humorous, and approachable, whereas the official account emphasizes professionalism, competence, and institutional authority. A key finding is the consistent use of the "thumb gesture" (gaya jempol) as a powerful visual identity marker across both platforms, fulfilling the law of distinctiveness. This study demonstrates how public officials can successfully manage dual digital identities to build both emotional proximity and professional credibility