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Abstract
This study aims to show the importance of personal branding for MSME businessmen. This study background is the increasing interest in doing business among the Indonesian people as well as the increasing digitalization of business during the Covid-19 pandemic. Personal branding that can be done by MSMEs includes brand creation activities as the main identity of a business, managing social media as a platform to promote the products or services offered, to managing e-commerce pages as a center for buying and selling transactions. When detailed, there are work steps that can be optimized so that a positive image can be formed. One way that can be done to analyze and detail the steps in building personal branding for SMEs is to understand the Johari Window Model which consists of open areas, blind spots, hidden areas, and unknowns. That way, MSME businessmen can understand deeply about the business that is run in the eyes of the business people themselves and in the eyes of consumers. If a positive personal branding has been formed, it is highly likely that consumer trust will be built which will also have an effect on increasing sales.
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