Salma Nabillah, - (2024) PENGARUH PERSONAL BRANDING PADA BEAUTY INFLUENCER UNTUK MENCIPTAKAN E-CUSTOMER ENGAGEMENT. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Salma Nabillah (2005419) “Pengaruh Personal Branding pada Influencer Beauty terhadap E-Customer Engagement” di bawah bimbingan Dr. Lili Adi Wibowo, S.Pd., S.sos., M.M dan Dr. Bambang widjadjanta, M.M. Penelitian ini bertujuan untuk memperoleh gambaran dan pengaruh personal branding pada influencer terhadap e-customer engagement dengan followers sebagai controlling pada influencer bidang beauty. Penelitian ini menggunakan jenis penelitian deskriptif dan verifikatif dengan pendekatan kuantitatif. Metode yang digunakan pada penelitian ini adalah simple random sampling dengan ukuran sampel sebanyak 270 responden. Data diolah secara statistic menggunakan metode Stuctural Equation Modelling (SEM) dengan menggunakan program AMOS for Windows. Hasil penelitian ini menemukan bahwa gambaran personal branding dan e-customer engagement berada pada kategori sangat tinggi. Personal branding memiliki pengaruh positif dan signifikan terhadap e-customer engagement. Berdasarkan hasil penelitian, peneliti merekomendasikan agar Influencer bidang beauty mempertahankan dan meingkatkan performa personal branding melalui simplicity, activity, security, sincerity, excitement, sophistication, style dan experience agar dapat meningkatkan hubungan komunikasi atau interaksi yang terjalin dengan pengikut akun tiktok influencer. Kata kunci: Personal branding, E-Customer Engagement Salma Nabillah (2005419) ”The Influence of Personal Branding on Beauty Influencers on E-Customer Engagement” under the guidance of Dr. Lili Adi Wibowo, S.Pd., S.sos., M.M and Dr. Bambang widjadjanta, M.M. This research aims to obtain a description and the influence of personal branding on influencers on e-customer engagement with followers as controlling on beauty influencers. This research uses descriptive and verificative research types with a quantitative approach. The method used in this research is simple random sampling with a sample size of 270 respondents. The data is processed statistically using the Structural Equation Modeling (SEM) method using the AMOS for Windows program. The results of this study found that the description of personal branding and e-customer engagement is in the very high category. Personal branding has a positive and significant effect on e-customer engagement. Based on the research results, the researcher recommends that beauty influencers maintain and improve their personal branding performance through simplicity, activity, security, sincerity, excitement, sophistication, style and experience in order to increase the communication or interaction that is established with the followers of the influencer's TikTok account. Keywords: Personal branding, E-Customer Engagement
| Item Type: | Thesis (S1) |
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| Additional Information: | https://scholar.google.com/citations?hl=en&user=dKZUKtAAAAAJ&scilu=&scisig=AJY4_hMAAAAAZvAwxUtzQLY6bChcMvfW7-rBzEg&gmla=ALUCkoWC0YrIu6sOP7P6fP19u20e4VBkptrzPAHGJxHNyzAaNVZDRNDdcZx1uru8Jd0A3RDnkPQmFguXu-wswRLmsY3RQ65GRgmqzVkn2UI&sciund=9667014417418114379 ID SINTA Dosen Pembimbing: Lili Adi Wibowo: 5984836 Bambang Widjajanta: 5984870 |
| Uncontrolled Keywords: | Merek Pribadi, Keterlibatan Pelanggan Online Personal Branding, E-Customer Engagement |
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis |
| Depositing User: | Salma Nabillah |
| Date Deposited: | 24 Sep 2024 04:18 |
| Last Modified: | 24 Sep 2024 04:18 |
| URI: | http://repository.upi.edu/id/eprint/125890 |
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