Kontra-Narasi Simbolik Krisis Legitimasi Polri: Konstruksi Personal Branding Humanis Aipda Purnomo pada Akun TikTok @purnomobelajarbaik_
DOI:
https://doi.org/10.61105/issr.v4i2.426Keywords:
Aipda Purnomo, Kontra-narasi simbolik, Krisis legitimasi, Personal branding Polri, Indonesian National Police personal branding, Legitimacy crisis, Symbolic counter-narrativeAbstract
This study aims to analyze the construction of Aipda Purnomo's humanistic personal branding on the TikTok account @purnomobelajarbaik_. The account, which accumulated 3.3 million followers as of January 20, 2026, serves as a symbolic counter-narrative strategy in responding to the legitimacy crisis of the Indonesian National Police (Polri). Grounded in the personal branding framework of Montoya & Vandehey, this research employs an interpretative qualitative approach utilizing qualitative content analysis on three pinned posts prioritized by Purnomo. The findings indicate that Aipda Purnomo's personal branding is consistently built upon eight primary personal branding elements: specialization, leadership, personality, distinctiveness, visibility, personal–professional identity unity, persistence, and goodwill. The main findings demonstrate that personal branding practices based on humanistic values, tangible actions, and reflective narratives effectively serve as a symbolic counter-narrative against the negative institutional image of the police in the digital sphere. This research contributes to the literature on public sector personal branding by illustrating that the personal branding of state apparatuses functions not merely as an individual self-presentation strategy, but also as a communication mechanism capable of restoring public trust amid institutional legitimacy crises.
Penelitian ini bertujuan menganalisis konstruksi personal branding humanis Aipda Purnomo melalui akun TikTok @purnomobelajarbaik_. Akun yang telah memiliki 3,3 juta followers per 20 Januari 2026 ini dimanfaatkan sebagai strategi kontra-narasi simbolik dalam merespons krisis legitimasi Kepolisian Negara Republik Indonesia (Polri). Berangkat dari perspektif personal branding Montoya & Vandehey, penelitian ini menggunakan pendekatan kualitatif interpretatif dengan metode analisis isi kualitatif terhadap tiga unggahan yang disorot (pinned content) karena dianggap penting oleh Purnomo. Hasil penelitian menunjukkan bahwa personal branding Aipda Purnomo dibangun secara konsisten melalui delapan elemen utama personal branding, yaitu spesialisasi, kepemimpinan simbolik, kepribadian, keunikan, visibilitas, kesatuan identitas personal–profesional, keteguhan pesan, dan pembentukan nama baik (goodwill). Temuan utama penelitian ini memperlihatkan bahwa praktik personal branding berbasis nilai kemanusiaan, tindakan nyata, dan narasi reflektif mampu berfungsi sebagai kontra-narasi simbolik terhadap citra negatif institusi kepolisian di ruang digital. Penelitian ini berkontribusi pada pengembangan kajian personal branding sektor publik dengan menunjukkan bahwa personal branding aparat negara tidak hanya berfungsi sebagai strategi pencitraan individual, tetapi juga sebagai mekanisme komunikasi yang berpotensi memulihkan kepercayaan publik dalam situasi krisis legitimasi institusional.
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