Representation of a Female Fitness Influencer in Building Personal Branding on Instagram @desyindarta

Abstract

This study entitled “Representation of a Female Fitness Influencer in Building Personal Branding on Instagram @desyindarta” aims to understand how the personal branding of a female fitness influencer is constructed through Instagram and the representation reflected in the personal branding. Social media functions not only as a platform for sharing information but also as a space for individuals to present their identity, build self-image, and produce meanings. In this context, female fitness influencers represent a healthy lifestyle and the image of women who actively engage in fitness activities. This study employs a descriptive qualitative approach using interviews and content analysis of the Instagram account @desyindarta. The analysis applies Montoya’s (2002) Eight Laws of Personal Branding framework to examine how personal branding is constructed through integrated elements. In addition, the concept of representation is used to understand the meanings that emerge from the personal branding. The findings show that Desy Indarta’s personal branding is shaped through consistency of values, motivational narratives, and practices that align with Montoya’s Eight Laws of Personal Branding. Through the visual and verbal narratives presented in her content, this personal branding conveys a representation of women as active, disciplined, and empowered. Desy Indarta not only demonstrates her competence in fitness but also builds an image as an inspirational figure who encourages audiences, particularly women, to adopt a healthy lifestyle. Therefore, the personal branding functions not only as a self-communication strategy on Instagram but also contributes to shaping the representation of women in fitness within the digital space.