The Construction of Identity of “Sultan” and Hedonism on TikTok @indrakenz

The number of TikTok users has increased significantly. phenomenon influencers and stars competing to present content go viral appear on the For Your Page (FYP). One them is luxury life, hedonism, showing off branded goods. become an arena for spectacle construction "sultan" identity hedonism. Indra Kesuma Indonesian star influencer who among teenagers by presenting luxurious hedonistic life goods, with famous words “murah banget”. This background author analyze as a spectacles media “sultan” hedonism @indrakenz. qualitative descriptive method analytical model, namely analyzing in caption, hashtags, spoken Kesuma, activities shown video theory identity, spectacle. results show that carried out writing caption “sultan”, hashtag #sultan, word well sultan such buying cars, having dishes, wearing fancy apparels. spread ideology about role models standards living teenagers, sultan. research contribution provides knowledge medium construct being spreading model