SALSABILLAH, HAURA (2026) PENGARUH PERSONAL BRANDING NADYA SHAVIRA SEBAGAI CONTENT CREATOR DI TIKTOK TERHADAP TINGKAT KEPERCAYAAN KONSUMEN PRODUK CAMILLE BEAUTY DI KALANGAN GENERASI Z (Survey Penelitian Pada Followers Tiktok @ndsvhh). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study is motivated by the increasing role of TikTok as an effective promotional platform in building consumer trust among Generation Z. The phenomenon examined is the success of Camille Beauty as a local skincare brand that has been established for only three years yet has managed to outperform wellknown brands in the marketplace through the personal branding strategy of Nadya Shavira as a content creator and brand owner. Through consistent, authentic, and positively valued content on TikTok, Nadya Shavira has successfully strengthened consumer trust.This research aims to examine the influence of Nadya Shavira’s personal branding as a TikTok content creator on consumer trust in Camille Beauty products among Generation Z. The independent variable in this study is personal branding, while the dependent variable is consumer trust, measured through the dimensions of ability, integrity, and benevolence. This study applies the Stimulus– Organism–Response (S-O-R) theory to explain how personal branding content functions as a stimulus that is processed by the audience and generates a response in the form of trust. A quantitative research approach was employed using a survey of 100 Generation Z respondents who are followers of the TikTok account @ndsvhh and have previously purchased Camille Beauty products. The sampling technique used was non-probability sampling with a purposive sampling method. Data were analyzed using validity tests, reliability tests, and simple linear regression analysis. The results show that Nadya Shavira’s personal branding has a positive and significant effect on consumer trust, with a calculated t-value of 14.709 greater than the t-table value of 1.984 and a calculated F-value of 216.447 greater than the Ftable value of 3.94 (significance level of 0.000 < 0.05). The coefficient of determination (R²) of 0.688 indicates that personal branding explains 68.8% of the variance in consumer trust, while the remaining 31.2% is influenced by other factors such as product quality, price, electronic word of mouth (e-WOM), and usage experience. Keywords: personal branding, consumer trust, TikTok, Generation Z Penelitian ini dilatarbelakangi meningkatnya peran TikTok sebagai platform promosi efektif dalam membangun kepercayaan konsumen Generasi Z. Fenomena yang dikaji adalah kesuksesan Camille Beauty sebagai brand skincare lokal yang baru berdiri tiga tahun namun berhasil mengalahkan brand terkenal di marketplace melalui strategi personal branding Nadya Shavira sebagai content creatorsekaligus owner yang membangun konten konsisten, autentik, dan bernilai positif di TikTok. Penelitian ini bertujuan mengetahui pengaruh personal branding Nadya Shavira sebagai content creator di TikTok terhadap kepercayaan konsumen produk Camille Beauty di kalangan Generasi Z. Variabel independen adalah personal branding, variabel dependen adalah kepercayaan konsumen yang diukur melalui dimensi ability, integrity, dan benevolence. Penelitian menggunakan teori Stimulus– Organism–Response (S-O-R) untuk menjelaskan bagaimana konten personal branding berperan sebagai stimulus yang diproses audiens menghasilkan respons berupa kepercayaan. Metode penelitian menggunakan pendekatan kuantitatif dengan survei terhadap 100 responden followers akun TikTok @ndsvhh dari Generasi Z yang pernah membeli produk Camille Beauty. Teknik pengambilan sampel menggunakan non-probability sampling dengan metode purposive sampling. Analisis data menggunakan uji validitas, reliabilitas, dan regresi linier sederhana. Hasil penelitian menunjukkan personal branding Nadya Shavira berpengaruh positif dan signifikan terhadap kepercayaan konsumen dengan nilai t hitung 14,709 > t tabel 1,984 dan F hitung 216,447 > F tabel 3,94 (signifikansi 0,000 < 0,05). Koefisien determinasi (R²) 0,688 menunjukkan personal branding menjelaskan 68,8% variasi kepercayaan konsumen, sedangkan 31,2% dipengaruhi faktor lain seperti kualitas produk, harga, e-WOM, dan pengalaman penggunaan. Kata kunci: personal branding, kepercayaan konsumen, TikTok, Generasi Z.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44222010013 |
| Uncontrolled Keywords: | personal branding, kepercayaan konsumen, TikTok, Generasi Z. |
| Subjects: | 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | khalimah |
| Date Deposited: | 14 Feb 2026 03:16 |
| Last Modified: | 14 Feb 2026 03:16 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/100942 |
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