THE ANALYSIS OF RAMPERSAD’ CRITERIA FOR EFFECTIVE AUTHENTIC PERSONAL BRANDING ON BANDUNG BASED JEWELRY BRAND’ ENTREPRENEUR (CASE STUDY OF MASSICOT)

• Main Author: Aulia Yasmin, Ade
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/41682
• Institution: Institut Teknologi Bandung

During the early 2019, global revenue in the jewelry segment reach US$114,780 million with its average revenue per capita are US$22.1 and the global Compound Annual Growth Rate (CAGR) is expected to grow 0.6% in 2019 to 2023 both branded/high end jewelry and fashion jewelry. At the same time Indonesia revenue in the Jewelry segment amounts to US$1,930m in early 2019. The data shown become a strong foundation towards a promising growth in the nation’s jewelry industry Within the promising growth, jewelry market also possess consequences which is a low barrier to entry and high competition. That’s why Author senses a huge urgency for Author’ own jewelry brand, Soigne to have distinctive point of competitive advantage which is to differentiate the company from competitors. A research by Khedher (2014) suggests personal branding is a logical response to an increasingly competitive and uncertain economic climate. On the other hand, Rampersad (2009) stated in his book, “Authentic Personal Branding” that there’s 11 criteria for Effective Authentic Personal Branding. Those criteria are Authenticity, Integrity, Consistency, Specialization, Authority, Distinctiveness, Relevant, Visibility, Persistence, Goodwill, and Performance. This research aims to analyze Rampersad’ criteria for Effective Authentic Personal Branding on Bandung based jewelry brand’ Entrepreneur. From the preliminary observation and research, Author decide to select Massicot and analyzed it’s Entrepreneur, Amanda Mitsuri according to Rampersad (2009). For this research, Author uses qualitative approach by using Template Analysis as the data analysis method. Author complete Data Collection by practicing semi-structured, in-depth interview to Massicot’ Entrepreneur, Amanda Mitsuri. The Interview transcript is followed by Author’ Initial Coding Template to discover codes and themes. Afterwards Author did validation by doing semistructured, in-depth interview to 8 representative of Instagram user who mutually follows both Amanda Mitsuri and Massicot on Instagram. Which later coded according to the Initial Coding Template that Author develop earlier to confirm Entrepreneur’ statements. If newly discovered themes is found Author write it down as a new set of codes to deliver insight to this research. From the findings, Author conclude that Personal Brand is beneficial for Bandung based jewelry brand’ Entrepreneur. These findings prove Khedher (2014) suggestion that personal branding is a logical response to an increasingly competitive and uncertain economic climate. It has also come to Author’ conclusion that Rampersad Criteria for Effective Authentic Personal Branding is suitable to be applied on Bandung based jewelry brand’ Entrepreneur. Out of 11 criteria, Author found 8 criteria to be applicable since both Amanda’ and her Audience perceived the same perspective on each of those 8 Rampersad (2009) criteria which includes Authenticity, Consistency, Distinctiveness, Relevant, Visibility, Persistence, Goodwill, and Performance. The other 3 criteria are not suitable since both Amanda’ and her Audience perceived the same perspective regarding each of those 3 Rampersad’ (2009) criteria which includes Integrity, Specialization, and Authority. Based on the conclusion, Author recommend that Author own jewelry brand, Soigne to apply Entrepreneur’ Personal Branding in the future and use 8 out of 11 following criteria form Rampersad (2009) which includes Authenticity, Consistency, Distinctiveness, Relevant, Visibility, Persistence, Goodwill, and Performance as an indicator to make sure Soigne Entrepreneur’ Personal Brand is Effective and Authentic.