GUNAWAN, ARSYFA RAZKY PUTRI GUNAWANARSYFA RAZKY PUTRI (2026) PENGARUH PERSONAL BRANDING AKUN TIKTOK @DICTIONAREI TERHADAP PENGOPTIMALAN PENDAPATAN TIKTOK AFFILIATE BAGI FOLLOWERS (Survei Terhadap Followers Reizuka Ari Dalam Akun Tiktok @Diktionarei). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Personal branding has become one of the most widely used digital communication strategies among content creators to build their image, gain audience trust, and influence user decisions particularly in utilizing TikTok Affiliate as a source of income. The TikTok account @Dictionarei, owned by Reizuka Ari, is known for its distinctive communication style and educational content related to career preparation and workplace insights. However, the increasing number of TikTok users who rely on affiliate programs raises the need to understand how strongly a creator’s personal branding influences followers’ motivation and ability to optimize income through TikTok Affiliate. This research adopts a positivist paradigm using a survey method and a quantitative approach. The population in this study consists of followers of @Dictionarei, with a total sample of 100 respondents selected through Probability Sampling and the Simple Random Sampling technique. The research instrument was tested using Reliability Test, Validity Test, Simple Linear Regression, T-Test, and Coefficient of Determination with the assistance of SPSS version 22. The results indicate a significant influence between Personal Branding (X) and TikTok Affiliate Income Optimization (Y). This is evidenced by a t-value of 14.852, which is greater than the t-table value of 1.987 with a significance level of 0.000, indicating that H0 is rejected and H1 is accepted. Furthermore, the coefficient of determination (R²) of 0.692 shows that personal branding contributes 69.2% to the optimization of TikTok Affiliate income, while the remaining 30.8% is influenced by other variables outside the study. These findings suggest that strong and consistent personal branding can effectively enhance followers’ trust, understanding, and motivation in utilizing TikTok Affiliate as a potential source of income. Keywords : Personal Branding, TikTok Affiliate, Income Optimization, @Dictionarei. Personal branding menjadi salah satu strategi komunikasi digital yang banyak digunakan oleh kreator konten untuk membangun citra, meningkatkan kepercayaan audiens, serta memengaruhi keputusan pengguna TikTok, termasuk dalam memanfaatkan fitur TikTok Affiliate sebagai sumber pendapatan. Akun TikTok @Dictionarei milik Reizuka Ari dikenal melalui gaya komunikasi yang khas dan konten edukatif mengenai dunia kerja serta perencanaan karier. Namun, peningkatan jumlah pengguna TikTok yang memanfaatkan fitur affiliate menuntut adanya pemahaman lebih mengenai sejauh mana personal branding kreator dapat memengaruhi motivasi dan kemampuan followers dalam mengoptimalkan pendapatan melalui TikTok Affiliate. Penelitian ini menggunakan paradigma positivisme dengan metode penelitian survei dan pendekatan kuantitatif. Populasi dalam penelitian ini adalah followers @Dictionarei, dengan jumlah sampel sebanyak 100 responden menggunakan teknik Probability Sampling dan metode Simple Random Sampling. Instrumen penelitian diuji menggunakan Uji Reliabilitas, Validitas, Regresi Linier Sederhana, Uji T, serta Koefisien Determinasi dengan bantuan SPSS versi 22. Hasil penelitian menunjukkan bahwa terdapat pengaruh yang signifikan antara Personal Branding (X) terhadap Pengoptimalan Pendapatan TikTok Affiliate (Y). Hal ini dibuktikan melalui nilai t hitung sebesar 14.852 > t tabel 1.987 dengan nilai signifikansi 0,000, sehingga H0 ditolak dan H1 diterima. Selain itu, nilai koefisien determinasi (R²) sebesar 0,692 menunjukkan bahwa personal branding memberikan kontribusi sebesar 69,2% terhadap pengoptimalan pendapatan TikTok Affiliate, sedangkan sisanya sebesar 30,8% dipengaruhi variabel lain di luar penelitian. Dengan demikian, personal branding yang kuat dan konsisten mampu mendorong followers untuk lebih percaya, memahami, dan termotivasi dalam memanfaatkan program TikTok Affiliate sebagai sumber pendapatan. Kata Kunci: Personal Branding, TikTok Affiliate, Pendapatan, @Dictionarei
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