@phdthesis{repoupi136562,
            year = {2025},
           title = {MODEL CUSTOMER BRAND LOVE MELALUI GENUINENESS PERSONAL BRANDING PADA BISNIS FASHION MUSLIM DI JAWA BARAT},
          school = {Universitas Pendidikan Indonesia},
            note = {https://scholar.google.com/citations?user=4jI39KYAAAAJ\&hl=id

ID SINTA Dosen Pembimbing :
Vanessa Gaffar : 5993246
Lili Adi Wibowo :  5984836
Puspo Dewi Dirgantari : 5980376},
           month = {August},
             url = {http://repository.upi.edu},
        abstract = {Industri fashion khususnya bisnis Fashion Muslim di Jawa Barat, sebagai salah satu sektor dengan kontribusi terbesar dalam pertumbuhan ekonomi di Indonesia menghadapi tantangan untuk meningkatkan rasa cinta konsumen terhadap produk mereka. Penelitian ini bertujuan untuk mengidentifikasi secara komprehensif hubungan antara Social Media Active Involvement, Self-Brand Distsinctiveness, Genuineness Personal Branding, E-Brand Trust, E-Customer Engagemnet dan Customer Brand Love pada Bisnis Fashion Muslim di Jawa Barat. Studi ini menggunakan pendekatan kuantitatif dengan metode survey pada 300 responden. Analisis data dilakukan menggeunakan Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa social media active involvement memiliki pengaruh positif signifikan terhadap customer brand love melalui mediasi genuineness personal branding. Namun, self-brand distinctiveness tidak menunjukkan pengaruh signifikan terhadap peningkatan genuineness personal branding. Penelitian ini merekomendasikan implementasi social media active involvement, disertai dengan peningkatan genuineness personal branding dan customer brand love guna memperkuat daya saing bisnis Fashion Muslim di Jawa Barat dalam menghadapi tantangan bisnis saat ini. Studi ini memberikan kontribusi praktis bagi bisnis Fashion Muslim di Jawa Barat untuk menggunakan strategi genuineness personal branding untuk meningkatkan customer brand love produk mereka.

The fashion industry, especially the Muslim Fashion business in West Java, as one of the sectors with the largest contribution to economic growth in Indonesia, faces the challenge of increasing consumer love for their products. This research aims to comprehensively identify the relationship between Social Media Active Involvement, Self-Brand Distinctiveness, Genuineness Personal Branding, E-Brand Trust, E-Customer Engagemnet and Customer Brand Love in Muslim Fashion Business in West Java. This study uses a quantitative approach with a survey method on 300 respondents. Data analysis was done using Structural Equation Modeling (SEM). The results of the research show that social media active involvement has a significant positive effect on customer brand love through the mediation of genuineness personal branding. However, self-brand distinctiveness does not show a significant influence on the increase of genuineness of personal branding. This research recommends the implementation of social media active involvement, accompanied by an increase in the genuineness of personal branding and customer brand love in order to strengthen the competitiveness of the Muslim Fashion business in West Java in facing the current business challenges. This study provides a practical contribution for the Muslim Fashion business in West Java to use the strategy of genuineness personal branding to increase customer brand love for their products.},
        keywords = {Social Media Active Involvement, Self-Brand Distsinctiveness, Genuineness Personal Branding, E-Brand Trust, E-Customer Engagemnet, Customer Brand Love},
          author = {Khoirun Nisa Bahri, - and Vanessa Gaffar, - and Lili Adi Wibowo, - and Puspo Dewi Dirgantari, -}
}