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FACTOR ANALYSIS OF PERSONAL BRANDING FORMING OF PSSI FORMER GENERAL PERSON EDY RAHMAYADI

ANALISIS FAKTOR PEMBENTUKAN PERSONAL BRANDING KETUA UMUM PSSI EDY RAHMAYADI

Fibriyani Nur Aliya Communication Studies Program of Dian Nuswantoro University Semarang [email protected]

Abstrak. Personal branding seorang eksekutif merupakan proses menjaga identitas, reputasi, dan citra publik seseorang. Mantan Ketua Umum PSSI, Edy Rahmayadi, menerima petisi online yang memaksanya mundur. Petisi online tersebut dipicu oleh maraknya pemberitaan di media massa dan media sosial. Meme kontroversial yang dibuat oleh Edy menanggapi pertanyaan jurnalis dibuat dan disebarluaskan di internet. Diketahui bahwa pengguna internet didominasi oleh pengguna internet. Berdasarkan hal tersebut, maka penelitian ini bertujuan untuk menganalisis faktor personal branding Edy Rahmayadi dalam pandangan kaum milenial sebagai pengguna internet dan media sosial terbesar. Variabel origin yang digunakan dalam penelitian ini. adalah Authentic Personal Branding variable. Hasil penelitian menunjukkan empat faktor baru terbentuk, yaitu Mampu menjelaskan sebelas faktor asal dan faktor personal branding pembentuk Edy Rahmayadi, Faktor pertama adalah Faktor Keunggulan, faktor kedua adalah Faktor Inovasi, Faktor ketiga adalah Faktor Pakar, dan Faktor keempat adalah Keunikan. Faktor yang menjelaskan variabel asal adalah faktor keunggulan. Kata Kunci: Authentic Personal Branding, Edy Rahmayadi, Analisis Faktor

Abstract. An executive's personal branding is the process of maintaining one's identity, reputation and public image. Former PSSI Chairperson, Edy Rahmayadi, received an online petition that forced him to resign. This is happened when he handled the crisis that occurred in the PSSI organization. The online petition was triggered by the rise of news coverage on him in the mass media and social media. The controversial memes made by Edy in response to journalists' questions were made and disseminated on the internet. It is known that internet users are dominated by millennial generation, where this is directly proportional to social media users. Based on this, this study aims to analyze Edy Rahmayadi's personal branding factors in the view of millennials, as the biggest internet and social media user. The origin variable uses in this study is the Authentic Personal Branding variables. The results shows four new factors formed, which are able to explain eleven origin factors and the personal branding factors forming Edy Rahmayadi. The first factor is the Excellence Factor, the second factor is the Innovation Factor, the third Factor is the Expert Factor, and the fourth Factor is Uniqueness. The most dominant factor explaining the origin variable is the excellence factor. Keywords:Authentic Personal Branding, Edy Rahmayadi, Factor Analysis

INTRODUCTION Hall, & Srinivasan, 2017). As in the Many organizations have to case of the Persatuan Sepakbola deal with crisis. A leader is expected Seluruh Indonesia (PSSI), all to have a way and be in the right place Indonesia football association and right time to handle the crisis, organization, in which it must face the although not all leaders succeed in public criticism’s claim that football resolving the crisis properly (Bowers, in Indonesia is an industry. Thus, the Vol.13/No.1 / APRIL 2020 - Profetik Jurnal Komunikasi 43

Factor Analysis of Personal Branding Forming of PSSI Former General Person Edy Rahmayadi Submitted: 11 November 2019, Accepted: 29 Mei 2020 Profetik Jurnal Komunikasi ISSN: 1979-2522 (print), ISSN:2549-0168 (online) DOI: https://doi.org/10.14421/pjk.v13i1.1893 intensity of the death of football clubs 2018), with almost 75.000 signatures supporters at the competition in agreeing him to withdraw from the Indonesia was less noticed (Azanaela, PSSI General Chair (Muhaemin, 2018). PSSI is considered negligent in 2018a). In addition, he was viral on carrying out its duties, because it social media through memes created never gives severe penalties for and disseminated by netizens. (BBC, football clubs whose supporters killed 2018). The #EdyOut sign has also led other football club supporters international media to suggest that he (Prasatya, 2018). withdraw from PSSI. The rise of Edy Rahmayadi as PSSI leader #EdyOut is referred to as the impact handled the crisis. Edy urged of Edy Rahmayadi’s failure to bring supporters not to "fight" anymore. changes to PSSI (Muhaemin, 2018b). PSSI will find out the basis of the Social media has an ideology and problems that cause conflicts among technology that is designed to provide football club supporters. Penalties for opportunities for many people to the club will also be considered promote themselves as a brand with a (Retaduari, 2018). Through his relatively low cost and very efficient personal Twitter account, Edy even way (Karaduman, 2013). Seeing what criticized the perpetrators of the happened to Edy Rahmayadi, this killings and asked all parties to advance was actually utilized in refrain. Edy also expressed his different ways by several people. condolences over the death of Social media provides an opportunity supporters of one of Indonesia's to manage personal brands in a very football clubs. (Hariputro, 2018). easy way, both in the form of products Television media participated in and services. Not only for famous publicizing Edy's steps to deal with people, branding on social media is the crisis. Kompas TV broadcasted an also done by the community at large. exclusive interview. But on the show This has already happened to more Edy refused to answer one of the than hundreds of phenomena. questions and ended the interview (Karaduman, 2013). Similar to unilaterally. According to Edy, product branding, personal branding Kompas TV was too excessive and is the process of highlighting and the questions asked were not in promoting the strength and context (Arunanta, 2018). Edy’s uniqueness of individuals for their answer, during the interview actually target audience (Labrecque, Markos, became viral on social media. & Milne, 2011a). In this case, (Wardani, 2018). This led emergence personal branding on Edy Rahmayadi of other controversial statements, as is shown negative and done massively long as Edy was the General Chair of on social media by other parties and is PSSI. This was then widely reported, able to cause negative responses as both in the mass media and social well. media. (Wicaksono, 2019). Equivalent to the result of the It can be said that the crisis was not previous study (Karaduman, 2013) handled properly. Edy Rahmayadi as which shows that social media has a PSSI’s number one person actually positive effect on personal branding. reaped the online petition. (Fernando, More specifically explained the

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Factor Analysis of Personal Branding Forming of PSSI Former General Person Edy Rahmayadi Submitted: 11 November 2019, Accepted: 29 Mei 2020 Profetik Jurnal Komunikasi ISSN: 1979-2522 (print), ISSN:2549-0168 (online) DOI: https://doi.org/10.14421/pjk.v13i1.1893 existence and active involvement in It is more emphasized that the using social media significantly have personal branding process is not only a positive effect on building personal about marketing oneself, but also branding. This shows that social selling background, experience, and media is able to influence one’s education. In the sense that perception of something that other everything about the potential that is person displays on social media. owned for success. In this regard, the On the other hand, internet users in brand itself can change over time as it Indonesia are dominated by young gains experience and expertise, so this people within age range of 20-29 is a lifelong process. It is important to years old with a penetration rate of take it step by step (Vanderford, more than 80% (Sugiharto, 2017). 2016).Indonesia’s Ministry of In the process, increasing one’s status Communication and Informatics with through dishonest means is not the UNICEF also revealed that 30 goals of personal branding. Ideally millions childrens and adolescents in personal branding is intended to Indonesia are active internet user. The market expertise and work quality to majority of the largest number the target audience in depth. This is contributors are in urban area (Pitoyo, prerogative and personal 2014). Within the age range from responsibility of someone who wants birth years of 1980-2000 is now to build his own reputation and brand. known as millennial generation Honesty and careful consideration are (Ester, 2016). The link between needed, although they can still use millennial generation and information creativity (Kalia, Patel, Moriarity, & technology today cannot be denied Canon, 2017). anymore. This connection has It can be concluded that personal reached a relationship that needs each branding is to recognize the strength other (Man, 2018). As the most of self possessed, so that it can internet literate generation, millennial become a brand of self worthy to be generation also dominates the number marketed. This is then supported by of social media user (Marcomm, background, experience, and 2018). It can be said that, this is education including everything that is equivalent to the number of internet owned for success. Looking at the users themselves. personal branding process is a Discussing about personal branding, lifelong process, ideally done step by this concept, first popularized by step and done honestly even though it Peters (1997) on his article “The can be packaged creatively. Brand Called You” has became According to Rampersad (2014) there increasingly important in today’s is no professional security, so be digital era. The premis for personal independent by redefining yourself by branding is that every person has the building, implementing, and ability and strength to become their cultivating authentic personal own brand and one’s main job is to be branding; Be the CEO of the life you marketer for himself. (Labrecque, are living right now, make it Markos, & Milne, 2011b). interesting and create new opportunities (Ahmad, Hashim, &

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Factor Analysis of Personal Branding Forming of PSSI Former General Person Edy Rahmayadi Submitted: 11 November 2019, Accepted: 29 Mei 2020 Profetik Jurnal Komunikasi ISSN: 1979-2522 (print), ISSN:2549-0168 (online) DOI: https://doi.org/10.14421/pjk.v13i1.1893 Harun, 2016). It can be interpreted and patients to build a predetermined that authentic personal branding is a brand of self. (10) Goodwill, people value of self that is explored in depth usually do business with people they related to the expertise and abilities like. Personally, self can be liked if it possessed, not imitating others, so continues to be in a positive way, has that it can be continuously to a value and is useful. (11) consistently be raised. Performance, appearance is an The eleven criteria for building important element after the brand effective authentic personal branding itself is known, so ideally an increase according to (Montoya (2005a)) and in self-appearance is carried out on an Rampersad (2006, 2007) in ongoing basis. Rampersad, 2008: 131) are, The context of this research sees including, (1) Authenticity, bring millennial generation as a generation yourself, a brand that is built must be that has a significant impact on digital based on a authentic personality, speech. As for what is seen as which reflects character, attitude, Millennial Generation includes those values, and vision. (2) Integrity, born from 1990 to 1999 ( Gurau, obedience to morals and attitudes 2012, dalam Lissitsa & Kol, 2016). determined by the ambition to be This generation is also known as formed. (3) Consistency, it is very millennials, because it is considered necessary to continue to be sonsistent as the first high-tech generation. in the attitude to continue to do the (Norum, 2003, dalam Lissitsa & Kol, same thing again and again. (4) 2016). Slightly different, Pew Specialization, Appropriate Research Center (2018) mentions that conformity to a specialization, which millennials are those born between concentrates only on a strength that is 1980 and 1994, aged 24 to 38 years most prominent in terms of abilities (Betz, 2019). This generation is said and talents, so that it becomes unique, to have known the digital world since special, and different. (5) Authority, they were born, as if they were raised recognized as an expert in a particular and grown by the digital world itself, field supported by extraordinary until the term “Digital Native” for this talent, high flight hours, and generation emerged. (Prensky, 2001, recognized as an effective leader. (6) dalam Betz, 2019). Distinctiveness, differentiate Individual characteristics of themselves based on the brand of self millennial generation are considered that is built, so that the audience is to have a good and optimistic spirit of very easy to recognize. (7) Relevant, cooperation about future (Jalil, what is ideally fought for is connected Achan, Mojolou, & Rozaimie, 2015). to what is considered important by the Millennials are people with high self- intended audience. (8) Visibility, esteem, social minded, fast learners, must do it again and again, and flexible. They tend to like to work continuously, consistently and long hours when they know that what repeatedly, so that it can be the top of is done is important for personal mind in the minds of the target progress and work (Gursoy, Maier audience. (9) Persistence, a brand dan Chi, 2008, dalam Jalil et al., needs time to grow, remains confident 2015).

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Factor Analysis of Personal Branding Forming of PSSI Former General Person Edy Rahmayadi Submitted: 11 November 2019, Accepted: 29 Mei 2020 Profetik Jurnal Komunikasi ISSN: 1979-2522 (print), ISSN:2549-0168 (online) DOI: https://doi.org/10.14421/pjk.v13i1.1893 Millennials are generations that have Looking at the phenomenon of online grown up surrounded by a media petition received by Edy Rahmayadi, explosion where instant this study has the aim of knowing the communication is a standard practice factors forming Edy Rahmayadi’s and technology is seen as important in personal branding in terms of the daily life. This generation is also eleven criteria of Effective Authentic considered as a change the Personal Branding, stated by moderenizes and becomes a reflection (Montoya (2005a)) and Rampersad of what is happening in society. This is very closely related to the online (2006, 2007) in Rampersad, 2008: world which has been massively 131), in the millennials perspective. promoting existing phenomena in the community (Puteh, Saude, Azizan, Hamdan, & Abdullah, 2012). METHODOLOGY The following framework for this research, The Population is a whole unit or individuals in the same scope, that Picture 1. Research Frame Work want to be investigated. Sample is some parts of the population selected by using certain procedure, so that it is expected to represent the population (Sugiarto, Siagian, Sunaryanto, & Oetomo, 2003: 1). The population of this study is the millennial generation in Semarang, within birth range years of 1980- 2000. The research sample were 100 respondent, using the Probability Source: ElMassah, Michael, James, & random sampling technique. This Ghimpu, 2019 sampling technique is used so that each member of the population has A framework is a conceptual model of the same opportunity to be selected as how theory relates to various factors a sample (Sugiarto et al., 2003: 2). The data collection instrument used in that have identified as important this study was an online questionnaire problems (Sugiyono, 2010: 60). using Google Docs facilities. This is Picture 1 as a conceptual model of this done to reach as far as possible the research, trying to explain how new population under study. Measurement factors can be formed and explain the scale uses nominal scale, so the result original variables, as a factors of obtained can be distinguished but can authentic personal branding. The not be sorted which is higher or lower, dominant factor that arises is one of all values are parallel (Sugiarto et al., the factors formed, where this factor 2003: 3). has the greatest value in explaining Analysis of the data used in this study the origin variable. is factor analysis using Statistic Program of Social Science (SPSS)

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Factor Analysis of Personal Branding Forming of PSSI Former General Person Edy Rahmayadi Submitted: 11 November 2019, Accepted: 29 Mei 2020 Profetik Jurnal Komunikasi ISSN: 1979-2522 (print), ISSN:2549-0168 (online) DOI: https://doi.org/10.14421/pjk.v13i1.1893 version 22. Factor analysis is carried are formed. The items are considered out to explain the correlation structure capable of making an effective between many variables in the form contribution of 50%. of factor or latent variables or formed Total variance explained, is the variables. The factor formed are precentage of the measuring constuct random quantities that previously variance that can be explained by could not be observed and measured factor sharing (Gunawan, 2017: 57). determined directly (Gunawan, 2017: This value can be seen in Eigenvalue, 56). which is a value that indicates the The requirements that must be met in number of variants associated with factor analysis are that the origin each factor. Factors that can be variables must correlate with each included in the model have at least an other and the number of samples eigenvalue of 1 (one) (Ghozali, 2009, studied is sufficient. This can be dalam Yunitasari, Cindy & known through the Bartlett's of Japarianto, 2013). sphericity Test and Kaiser-Meyer Rotated Component Matrix shows the Olkin (KMO). The smaller the number of factors that emerge as well magnitude of KMO, the correlation as the coefficient of the loading factor between variable pairs cannot be which explains the correlation explained to one another and factor between the original variable and the analysis is considered inappropriate newly formed factor. The magnitude as an analysis tool. Factor analysis of the correlation states the close can be considered feasible, if the relationship between factors and KMO value> 0.5 with a significance original variable, so that the variable <0.05 (Yunitasari, Cindy & can be used to interpret the factors. Japarianto, 2013). rotation procedure minimize the The next step is to look at the number of variables that have a high correlation matrix, namely the loading on the factor making it easier conflict matrix which is a presentation to interpret (Ghozali, 2009, dalam of the results of the conflict between Yunitasari, Cindy & Japarianto, items, which shows the coefficient of 2013). conflict between items with other The independent variables used in items. This can be used to see items questionnaire questions include, the that are worthy of inclusion in the first variable is authenticity with next analysis, where the approval question items (X1) whether Edy value requirement is> 0.5 or 50% Rahmayadi is one of the ideal figures (GhozaliYunitasari, Cindy & as a leader, (X2) Edy Rahmayadi is Japarianto, 2013). seen as a leader who has a personal Communalities, show the effective life with a good image. The contribution of each item to the description of an authentic leader is factors formed. Although there are no expected to be illustrated through the specific standards in determining the items of this statement. minimum value for communalities The second variable is integrity with (Gunawan, 2017: 57), items with a question items (X3) Edy Rahmayadi value >0,5 are considered to can be asked as the expected leader, contribute well to the new factors that (X4) Edy Rahmayadi can support the

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Factor Analysis of Personal Branding Forming of PSSI Former General Person Edy Rahmayadi Submitted: 11 November 2019, Accepted: 29 Mei 2020 Profetik Jurnal Komunikasi ISSN: 1979-2522 (print), ISSN:2549-0168 (online) DOI: https://doi.org/10.14421/pjk.v13i1.1893 organization, (X5) Edy Rahmayadi millennial generation, so the diction can provide assistance related to chosen in this study adjusts to the questions that will be needed by the respondent's character. organization. The third item of this The seventh variable is relevant, with statement is expected to be able to the question item (X15) Edy provide a picture of leadership with Rahmayadi having the ability to be an integrity, before drawing Edy ideal leader. (X16) Edy Rahmayadi Rahmayadi in his leadership at PSSI. always presents interesting policies to Consistency, with questions (X6) Edy the PSSI organization. (17) Edy Rahmayadi considering, consolidates Rahmayadi is well-known as a leader self-image positively. This statement in the organization. (X18) Edy is expected to provide a picture of the Rahmayadi is well known as a leader consistency of Edy Rahmayadi in in political and non-political fields. building images. This statement is Through questions on relevant necessary, because leaders cannot be variable question items, illustrate the separated from the need for a good figure of Edy Rahmayadi as the ideal self-image. leader for PSSI. The fourth variable is specialization, The eighth variable is visibility, with with question item (X7) Edy the question item (X19) Edy Rahmayadi is famous as the figure of Rahmayadi considers having the leader of a sports organization. leadership ability across generations. (X8) Edy Rahmayadi is famous as a (X20) Edy Rahmayadi accepts having leader in non-political organizations. stable leadership qualities. Looking at The statement on the fourth variable the organization led by Edy is used to find out whether Edy Rahmayadi is a sports organization Rahmayadi is a figure who specializes that is much in demand by young in sports, especially football. people, the items used to understand, The fifth variable is Authority, with whether Edy is able to become a question item (X9) Edy Rahmayadi leader across generations. This means being a credible leader in his field of that in his leadership, Edy is able to work. (X10) Edy Rahmayadi is a use relevant requests in making leader with above average abilities. policies for members of the (X11) Edy Rahmayadi is a organization he leads. professional leader. The statement on Ninth variable is persistence, with this variable wants to know whether question item (X21) Edy Rahmayadi Edy Rahmayadi is a credible leader portraying positive leadership and has the ability to exceed the through his social media accounts. standards set for PSSI. (X22) Edy Rahmayadi portrays The sixth variable is distinctiveness, positive leadership through with question item (X12) Edy advertising. This ninth variable, Rahmayadi seen as a cool leader. wants to know whether Edy (X13) Edy Rahmayadi is seen as a Rahmayadi shows self-image through cool leader. (X14) Edy Rahmayadi is social media accounts and seen as a leader who has his own advertisements. Social media characteristics and characteristics. accounts are used as reference media, Looking at the research respondents is this is due to the respondents chosen

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Factor Analysis of Personal Branding Forming of PSSI Former General Person Edy Rahmayadi Submitted: 11 November 2019, Accepted: 29 Mei 2020 Profetik Jurnal Komunikasi ISSN: 1979-2522 (print), ISSN:2549-0168 (online) DOI: https://doi.org/10.14421/pjk.v13i1.1893 Respondent's education is dominated as well as know about the PSSI by Bachelor degree level with a organization itself. percentage of 53%, the dominance of the second level of master and Table 2. KMO & Bartlett’s Test doctoral degree are 30%. The Kaiser-Meyer-Olkin Measure of .926 education level of other respondents sampling Adequancy is diploma by 10%, and high school Bartlett’s Test of Approx. Chi 2579.8 by 7%. Based on these results, it can Sphericity Square 30 be interpreted that the majority of Df 276 respondents have a high level of Sig. .000 education, so that it can be considered to have the ability to independently Source: Data Processing by SPSS 22 access and fill out a questionnaire distributed online. The most dominant occupation are KMO and Bartlett’s analysis is students, there are 27%, the second the first step in the process of factor dominance are private workers by analysis. This step is carried out to 25%. Respondents who worked as determine whether the existing teachers / lecturers are 16%, factors can be further analyzed with freelancers are 13%, entrepreneurs / the KMO value> 0.5 and significance entrepreneurs are 12%, and other jobs <0.05. Based on Table 2 it is known are 5%. Respondents who choose that the result of KMO is 0.926 with a other jobs are known to work as a significance of 0,000, then the police force is 1 respondent, Online Drivers are 3 respondents, and existing factors can be further Librarians is 1 respondent. analyzed. Respondents with the lowest Table 3. Communalities occupational predominance are civil servants by 2%. It can be concluded Var. Initial Extraxtion Variabel Initial Extracti on that the majority of research X1 1.000 .871 X13 1.000 .677 respondents have good jobs. X2 1.000 .723 X14 1.000 .644 The screening question is used to find X3 1.000 .811 X15 1.000 .836 out respondents's knowledge about X4 1.000 .740 X16 1.000 .755 the object of research. Based on the X5 1.000 .726 X17 1.000 .734 Table 1, respondents who knew the X6 1.000 .786 X18 1.000 .823 PSSI organization are 98% and those who does not know are 2%. It is also X7 1.000 .738 X19 1.000 .824 found that respondents who knew Edy X8 1.000 .833 X20 1.000 .757 Rahmayadi as the General X9 1.000 .821 X21 1.000 .846 Chairperson of PSSI are 93% and X10 1.000 .820 X22 1.000 .830 those who do not know were 7%. It X11 1.000 .768 X23 1.000 .741 can be concluded that, the majority of X12 1.000 .677 X25 1.000 .822 respondents used in this study know Source: Data Processing by SPSS 22 the object of the study, Edy Rahmayadi as General Chair of PSSI,

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Table 4. Total Variance Explained

Source: Data Processing by SPSS 22 Table 5 explains the Source: Data Processing by SPSS 22 relationship between origin items and the factors formed. This is used to Based on Table 4, it shows classify the original items into new that there are four components that factors by looking at the greatest have a total value of> 1. Component correlation value. Based on the results

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Factor Analysis of Personal Branding Forming of PSSI Former General Person Edy Rahmayadi Submitted: 11 November 2019, Accepted: 29 Mei 2020 Profetik Jurnal Komunikasi ISSN: 1979-2522 (print), ISSN:2549-0168 (online) DOI: https://doi.org/10.14421/pjk.v13i1.1893 of data processing it is known that; (1) superior leadership character has been Factor 1 has item variables X1, X3, owned by Edy Rahmayadi since X4, X5, X6, X9, X10, X11, X12, childhood. X13, X15, X19, X20, X20, X23, and Judging from the definition of X25. (2) Factor 2 has variable items excellence in the context of the leader, X2, X21, and X22. (3) Factor 3 has Edy Rahmayadi is considered capable variable items X7, X8, and X16. (4) of reflecting personal excellence and Factor 4 has variable items X14, X17, desires in a professional manner. This and X18. is evidenced by the career Based on the results of the rotated achievements he has gained, starting component matrix (Table 5) the next from the Lieutenant General of the step is labeling the four factors TNI, General Chairman of PSSI to formed. Factor 1 can be called the become the Governor of North Excellence factor, because it includes Sumatra. Although in his career at ideals, conformity with expectations, PSSI, he received a petition, this did motivating, decision making ability, not stop him from continuing to reach consistency, credibility, ability above the position of leader. average, professional, prominent, Factor 2 is the Innovation factor ability to lead, leadership across because it includes a good generations, stability , good personality, interactive (online), and reputation, and protect. Judging from promotions related to the personality the object under study, according to that is built. Innovation involves the (Collins, 2010, dalam Ghicajanu, use of modern technology as well as a Irimie, Marica, & Munteanu, 2015) complex process involving the the superiority of a leader at the transformation of the values of highest level is the level of information conveyed, and the new excellence. The variable properties of methods used (Ghicajanu et al., the new factor are included in the 2015). The use of social media and leader component of excellence, digital media promotion that can be namely building a paradoxical called as innovation, because it has enduring advantage by combining used a fairly new technology in its personal simplicity and professional method of conveying the values to be desires. conveyed. It also can directly give an Excellence in the context of this idea of the person who is able to research can be interpreted as the accept and adapt to newness, leadership ability possessed by Edy especially the novelty of technology Rahmayadi. This leader figure is Judging by the second factor, some of considered to have above average the innovations and achievements that ability. This is reinforced by the Edy Rahmayadi had sparked while statement of one of his high school leading PSSI included creating 1,500 teachers who revealed that he had D-certified trainers in East Java and seen the figure of a leader in Edy since Maluku, several conferences and he was in school, even he was training collaborations with foreign considered capable of setting an countries, the implementation of example for his friends (Idris, 2018). training courses, and the reactivation Based on this, it can be said that the of the nine national teams across the

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Factor Analysis of Personal Branding Forming of PSSI Former General Person Edy Rahmayadi Submitted: 11 November 2019, Accepted: 29 Mei 2020 Profetik Jurnal Komunikasi ISSN: 1979-2522 (print), ISSN:2549-0168 (online) DOI: https://doi.org/10.14421/pjk.v13i1.1893 ages and across gender. This Discussing the expert factor in the achievement is also considered to context of leadership, Edy Rahnayadi have increased international could not yet be said as someone who confidence in Indonesian football has expertise in the field of football, (Syafaruddin, 2019). even though he already has Based on the achievement data experience as a military leader. This achieved by PSSI during Edy can be used as a consideration for Rahmayadi's leadership, it can be selecting the next PSSI leader, where seen that Edy was able to become a the ability or understanding of the leader who made many contributions. field of soccer becomes an important His innovation related to training and measure in choosing a new chairman. cooperation with foreign countries is However, Edy Rahmayadi does not an achievement that should be mean to fail, because his leadership appreciated, even he was able to period in PSSI is only for three years, revive the national team across ages so he has not been maximally and across gender. Another dedicated. This shows that ideally a achievement that follows the leader is people who are experts in the innovations carried out by Edy field they lead, so it does not require a Rahmayadi is to make the long time to adapt and make international football world have a appropriate contributions, especially higher trust in Indonesian football. in dealing with crises in the Factor 3 is the Expert factor, because organization. it includes a component of the ability Factor 4 is the Uniqueness factor, variable that is specialized for a because it includes personal particular field. Experts are characteristics, and unique abilities individuals who work with the same that are appropriate to the field in quality as consultants especially in which they are involved. Uniqueness certain fields (Honda et al., 2017). It is a special characteristic that a person can be interpreted that an expert has, shown by the values, thoughts, ideally focuses only on one field, so words, and actions that form the that it can be called an expert. On the identity characteristics. Actions and other hand, professionals who are not behavior are consistently carried out focused on one area cannot be called in any situation and condition. Values as an experts. that are believed to be continuously Ideally a leader has expertise in the carried out (Pervin, Daniel, & Oliver, field they lead. Contrary to Edy 2010). Based on these characteristics, Rahmayadi who actually felt he failed it can be said that uniqueness can be in leading PSSI in his first year. This seen by other people, if a person's is due to the large number of targets specific actions and behavior are that he set were not achieved carried out repeatedly. (Noroyono, 2017). It is known that The uniqueness of Edy Rahmayadi is Edy Rahmayadi has a military very prominent. Some of his unique background, so in leading the football behaviors include accusing the club he is still in the learning phase, national team players of not having not yet an expert. nationalism due to lost to compete with other countries. He was also

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Factor Analysis of Personal Branding Forming of PSSI Former General Person Edy Rahmayadi Submitted: 11 November 2019, Accepted: 29 Mei 2020 Profetik Jurnal Komunikasi ISSN: 1979-2522 (print), ISSN:2549-0168 (online) DOI: https://doi.org/10.14421/pjk.v13i1.1893 known to be furious when asked that embodies good personalities and about the dual positions he carried. the use of new technologies in The community also considered interacting and promoting related unique when Edy Rahmayadi values that are built and want to be considered supporters' scorn as conveyed to the public. The third normal. Another unique behavior is factor is the Expert Factor, this factor when slapping supporters for turning characterizes expertise that focuses on flares. This characteristic makes on one area of work, so that it can be Edy Rahmayadi's figure better known said to be an expert, and can be to the public (Mandasari, 2018). compared to a consultant. The fourth Judging from the object of research, factor is the Uniqueness Factor. This Edy Rahmayadi, is known to be factor includes personal unique in a negative context. This can characteristics, which are shown be seen in the news published in the through the values, thoughts, speech, online media. Based on the petition and actions that make up a person's received by the former PSSI identity. The uniqueness that exists in chairman, it can be said that Edy's Edy Rahmayadi has been interpreted uniqueness when he led PSSI did not by millennial generation, because it make him positively known, but on has been done continuously and the contrary. The attitude taken, the consistently, in any condition and statement issued precisely deemed to situation. be detrimental to the organization. The most dominant factor Based on this event, it can be assumed explained the eleven original that ideally a leader is known to be variables is the Excellence Factor. unique in a positive context. This is This factor has the most variable closely related to the self-image seen scope, which is a number of fifteen by the public. variables, and is able to explain variations of 60.492%. Based on the results of this study it is known that CONCLUSION although Edy Rahmayadi has resigned from the position of Based on the results of the Chairperson of PSSI and one of the study it can be concluded that in the reasons is the online petition from viewpoint of millennial generation, millennial generation, he still has the personal branding of former PSSI advantage of being a leader. chairman Edy Rahmayadi was The result of this study has formed on four factors, including; contributed significantly to the study The Excellence factor (excellence), of personal branding and namely the this factor is a factor that includes the discovery of four new factors for variables that characterize the authentic branding personal superiority of a leader, wherein then leadership. This finding is expected to these traits of excellence get the contribute both practically and attention of the audience as self-worth scientifically. Practically the results inherent in Edy Rahmayadi. The of the study can be used for two second factor is the Innovation things, including being a reference for Factor, this factor includes variables judging in selecting and evaluating a

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Factor Analysis of Personal Branding Forming of PSSI Former General Person Edy Rahmayadi Submitted: 11 November 2019, Accepted: 29 Mei 2020 Profetik Jurnal Komunikasi ISSN: 1979-2522 (print), ISSN:2549-0168 (online) DOI: https://doi.org/10.14421/pjk.v13i1.1893 leader and as a basis for forming the https://www.bbc.com/indonesia/tr personal branding of a leader himself. ensosial-45637696 Scientifically, the results of this study Betz, C. L. (2019). Generations X, Y, can be used as a reference for further and Z. Journal of Pediatric research, both qualitative and Nursing, 44, A7–A8. quantitative research. The four factors https://doi.org/10.1016/J.PEDN.2 produced can be used as a reference 018.12.013 indicator of authentic leadership Bowers, M. R., Hall, J. R., & branding personal with non-political Srinivasan, M. M. (2017). organizational context. Organizational culture and leadership style: The missing combination for selecting the right REFERENCES leader for effective crisis management. Business Horizons, Ahmad, R., Hashim, L., & Harun, N. 60(4), 551–563. (2016). Criteria for Effective https://doi.org/10.1016/J.BUSHO Authentic Personal Branding for R.2017.04.001 Academic Librarians in Universiti ElMassah, S., Michael, I., James, R., Sains Malaysia Libraries. & Ghimpu, I. (2019). An Procedia - Social and Behavioral assessment of the influence of Sciences, 224(August 2015), 452– personal branding on financing 458. entrepreneurial ventures. Heliyon, https://doi.org/10.1016/j.sbspro.20 5(2), e01164. 16.05.420 https://doi.org/10.1016/J.HELIYO Arunanta, L. N. (2018). Ditanya soal N.2019.E01164 Rangkap Jabatan, Edy Rahmayadi: Ester. (2016). Mengenal Generasi Apa Urusan Anda? Retrieved Milenial. Retrieved February 14, February 14, 2019, from 2019, from https://www.indosport.com/sepak https://www.kominfo.go.id/conten bola/20180924/ditanya-rangkap- t/detail/8566/mengenal-generasi- jabatan-edy-rahmayadi-apa- millennial/0/sorotan_media urusan-anda Fernando, A. (2018). TURUNKAN Azanaela, L. A. (2018). Tewasnya Edy Rahmayadi Sebagai Ketua Suporter, Saat Sepak Bola Sekedar Umum PSSI. Retrieved February Industri Hingga Rivalitas Salah 14, 2019, from Kaprah. Retrieved February 13, https://www.change.org/p/turunka 2019, from n-edy-rahmayadi-sebagai-ketua- https://bola.kompas.com/read/201 pssi 8/09/25/13190288/tewasnya- Ghicajanu, M., Irimie, S., Marica, L., suporter-saat-sepak-bola-sekadar- & Munteanu, R. (2015). Criteria industri-hingga-rivalitas-salah- for Excellence in Business. kaprah Procedia Economics and Finance, BBC. (2018). “Apa urusan Anda 23, 445–452. menanyakan itu” dan hal lain soal https://doi.org/10.1016/S2212- wawancara Edy Rahmayadi. 5671(15)00388-3 Retrieved February 14, 2018, from Gunawan, I. (2017). Pengantar

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