<p>ABSTRACT<br />Abang None is a designation for Jakarta Tourism Ambassador. Researchers saw a phenomenon of self-transformation from a tourism ambassador to a celebrity. This phenomenon refers to case studies experienced by Maudy Koesnaedi, Bangpen, and Shabina Gianti. Researchers want to know the personal branding management process they want to form, and convey it to the public through Instagram social media. This study uses qualitative methods, with descriptive case studies, which depart from the Post Positivism paradigm. The concept used is personal branding, and is sharpened by the theory of Communication Private Management (CPM Theory). Data collection techniques are observation, interviews, and documentation analysis. The concept of personal branding proposed by Peter Montoya, refers to eight laws, namely the law of specialization, the law of leadership, the law of personality, the law of distinctiveness. , the law of appearance (the law of visibility), the law of unity, the law of persistence, and the law of good intentions. From these eight laws, the researcher saw that the three sources had different features, were consistent in managing personal branding, and were able to demonstrate good ethics in using social media. The theory of Communication Private Management (CPM Theory), proposed by Sandra Petronio, has five basic assumptions to see how they manage personal information in the public domain. The five assumptions are private information, private boundaries, control and ownership, rule-based management systems, and management dialectics. The three informants in general have known the limitations of their privacy with the public, so they understand the information that is allowed and not to be shared with the public. They have good management, between them and netizens. Researchers hope that further research can further develop the concept of personal branding, and CPM theory. Hopefully this research can be a reference, to be better developed from all aspects.<br /><strong>Keywords:</strong> Personal Branding, Abang None, Celebrity, Instagram</p><p><br />ABSTRAK<br />Abang None merupakan sebutan untuk Duta Pariwisata DKI Jakarta. Peneliti melihat adanya fenomena transformasi diri dari duta pariwisata menjadi seorang selebritis. Fenomena ini mengacu pada studi kasus yang dialami oleh Maudy Koesnaedi, Bangpen, dan Shabina Gianti. Peneliti ingin mengetahui proses pengelolaan personal branding yang ingin mereka bentuk, dan sampaikan ke publik lewat media sosial Instagram. Penelitian ini menggunakan metode kualitatif, dengan studi kasus deskriptif, yang berangkat dari paradigma Post Positivisme. Konsep yang digunakan adalah personal branding, dan dipertajam dengan teori Communication Private Management (CPM Theory). Teknik pengumpulan datanya ialah observasi, wawancara, dan analisis dokumentasi. Konsep personal branding yang dikemukakan oleh Peter Montoya, mengacu pada delapan hukum, yaitu hukum spesialisasi (the law of specialization), hukum kepemimpinan (the law of leadership), hukum kepribadian (the law of personality), hukum perbedaan (the law of distinctiveness), hukum kenampakan (the law of visibility), hukum kesatuan (the law of unity), hukum keteguhan (the law of persistence), dan hukum maksud baik (the law of good will). Dari kedelapan hukum ini, peneliti melihat bahwa ketiga narsumber memiliki keistimewaan yang berbeda-beda, konsisten dalam mengelola personal branding, dan mampu menunjukkan etika yang baik dalam sosial. Teori Communication Private Management (CPM Theory), yang dikemukakan oleh Sandra Petronio, memiliki lima asumsi dasar untuk melihat bagaimana mereka mengelola informasi yang bersifat pribadi di wilayah publik. Lima asumsi itu ialah informasi privat, batasan privat, kontrol dan kepemilikan, sistem manajemen berdasarkan aturan, dan dialektika manajemen. Ketiga narasumber secara garis besar sudah mengetahui batasan privasi mereka dengan publik, sehingga mereka memahami informasi yang boleh dan tidak untuk dibagikan kepada publik. Mereka memiliki manajemen yang baik, antara mereka dan netizen. Peneliti berharap semoga penelitian selanjutnya bisa lebih mengembangkan konsep personal branding, dan teori CPM. Semoga penelitian ini bisa menjadi rujukan, untuk dikembangkan lebih baik lagi dari segala aspek.</p><p><strong>Kata Kunci:</strong> Personal Branding, Abang None, Selebritis, Instagram</p>