Research Article
Analysis of Personal Branding "Indo' Botting" on social Media in South Sulawesi
@INPROCEEDINGS{10.4108/eai.22-7-2023.2335235, author={Nur Asmi Achmad and Tuti Bahfiarti and Jeanny Maria Fatima}, title={Analysis of Personal Branding "Indo' Botting" on social Media in South Sulawesi}, proceedings={Proceedings of the 2nd International Conference on Social Sciences, ICONESS 2023, 22-23 July 2023, Purwokerto, Central Java, Indonesia}, publisher={EAI}, proceedings_a={ICONESS}, year={2023}, month={9}, keywords={personal branding bugis wedding indo ' botting}, doi={10.4108/eai.22-7-2023.2335235} }- Nur Asmi Achmad
Tuti Bahfiarti
Jeanny Maria Fatima
Year: 2023
Analysis of Personal Branding "Indo' Botting" on social Media in South Sulawesi
ICONESS
EAI
DOI: 10.4108/eai.22-7-2023.2335235
Abstract
In the bugis wedding there is a sacred traditional ceremony involving various parties and”indo’ botting". "Indo' Botting “is a reconstruction of the traditional wedding style of the bugis tribe in general the role of” Indo’ Botting " is to make up the bride and help guide the needs of each stage of the wedding ceremony. Along with the development of the times, the practice of branding “Indo’ Botting” service providers on social media is slowly shifting with the emergence of various Wedding Organizer (WO) and Make up Artist (MUA) service providers. The purpose of this study was to determine the personal branding “Indo’ botting” as well as to see if there is a shift in cultural values in traditional weddings by service providers “Indo Botting” in social media in South Sulawesi. This study uses descriptive qualitative research method with ethnographic approach to communication. This study used two types of data, namely primary data and secondary data and used several data collection techniques, namely in-depth interviews, observations and documentation. Based on the results of research conducted, it was found that the strategy of personal branding “Indo’ Botting” in social media in South Sulawesi proved to be quite successful and is still in demand by the bugis community as an important aspect in a traditional bugis wedding procession..