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Abstract

This study examines the popularity of two Indonesian YouTube streamers with contrasting personas: Windah Basudara, known for his polite communication style, and DeanKT, known for his unfiltered and aggressive style. Grounded in the concepts of personal branding and digital persona, this research aims to analyze how differing language styles shape online identity, influence audience perception, and impact commercial aspects such as brand safety. This study employs a qualitative descriptive approach using a case study strategy and content observation, supported by quantitative data collected through an online questionnaire with 57 respondents selected purposively. The findings reveal that humor and entertainment value are the most significant factors influencing audience engagement, surpassing the importance of streamer persona. Windah Basudara demonstrates broader appeal (68.4%), driven by his ability to foster a strong sense of community and maintain a brand-safe image. In contrast, DeanKT’s segmented popularity relies on perceptions of authenticity and expressive communication style. Although audiences tend to prefer a polite persona, the results indicate flexibility, as most respondents report enjoying both styles depending on context. These findings highlight the coexistence of contrasting communication strategies in shaping successful digital personal branding.

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