Personal branding forming factors in influence on the entrepreneurial orientation of television artists who have Youtube channels
List of Authors
  • Mohamad Hadi Prasetyo

Keyword
  • personal brand, entrepreneur orientation, Youtube

Abstract
  • Every human being has a brand that is inherent in him. Personal Branding is like an aura that comes out in a person. Other people will see it and then they will perceive who someone is in their minds. Entrepreneurship is a process of applying creativity and innovation to solve and seek opportunities from problems faced by everyone in everyday life. Nowadays, it is seen that the use of increasingly sophisticated communication technology is making big changes to human communication itself. One of the reasons for this is new media. Youtube can be said as a new media. Youtube is a website that can share videos. Youtube is flexible because it can be watched anywhere, anytime and by anyone via a smartphone, tablet or computer. An important focus here is that many television artists in Indonesia have turned to YouTubers. They migrated from conventional TV to the digital realm because they thought there was something important and promising. after they migrate, they are required to become entrepreneurs. They manage their own management, manage content creativity, future content innovation, and how to attract sponsors for their ad-sense revenue. In general, the purpose of this study is to synthesize the factors forming personal branding and entrepreneurial orientation. more importantly, first determine the personal branding forming factors in accordance with the object of research. The research started with a preliminary survey in the form of observations of real phenomena and events. After that, the research design and descriptive study were carried out which in the end will be formulated in this paper.

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