NABILA, TALITHA ELOK (2026) PENGARUH PERSONAL BRANDING ARTHA DAFFA TERHADAP BRAND AWARENESS SKINTIFIC (SURVEI PADA FOLLOWERS MEDIA SOSIAL TIKTOK @ARTHAADAA). S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
01 COVER.pdf Download (831kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
02 BAB I.pdf Restricted to Registered users only Download (115kB) |
|
|
Text (BAB II)
03 BAB 2.pdf Restricted to Registered users only Download (208kB) |
|
|
Text (BAB III)
04 BAB 3.pdf Restricted to Registered users only Download (207kB) |
|
|
Text (BAB IV)
05 BAB 4.pdf Restricted to Registered users only Download (464kB) |
|
|
Text (BAB V)
06 BAB 5.pdf Restricted to Registered users only Download (33kB) |
|
|
Text (DAFTAR PUSTAKA)
07 Daftar Pustaka.pdf Restricted to Registered users only Download (39kB) |
|
|
Text (LAMPIRAN)
08 Lampiran.pdf Restricted to Registered users only Download (474kB) |
Abstract
Personal branding is a digital communication strategy widely used by content creators to build a self-image and enhance audience trust. On TikTok, an influencer’s personal branding plays an important role in shaping a brand’s awareness. Artha Daffa is known as a content creator with a distinctive communication style in reviewing skincare products, which enables her to attract audience attention and build positive perceptions of the Skintific brand. This study adopts a positivist paradigm using a survey method with a quantitative approach. The research population consists of followers of the TikTok account @arthadaa, with a sample of 100 respondents selected through non- probability sampling using a purposive sampling technique. Data were collected through an online questionnaire and analyzed using validity tests, reliability tests, simple linear regression analysis, t-test, and coefficient of determination with the assistance of SPSS version 27. The results indicate that personal branding (X) has a significant effect on Skintific brand awareness (Y). This is evidenced by a calculated t-value of 14.123, which is greater than the t-table value of 1.664, and a significance value of 0.000, indicating thatH₀ is rejected andH₁ is accepted. The coefficient of determination (R²) of 0.671 shows that personal branding contributes 67.1% to the formation of Skintific brand awareness, while the remaining 32.9% is influenced by other variables outside this study. Therefore, strong and consistent influencer personal branding is effective in increasing brand awareness on the TikTok platform. Keywords: Personal Branding,Brand Awareness,Influencer, TikTok, Skintific Personal branding merupakan strategi komunikasi digital yang banyak digunakan oleh kreator konten untuk membangun citra diri dan meningkatkan kepercayaan audiens. Di media sosial TikTok, personal branding influencer berperan penting dalam membentuk brand awareness suatu merek. Artha Daffa dikenal sebagai kreator konten dengan gaya komunikasi khas dalam mereview produk skincare, sehingga mampu menarik perhatian audiens dan membangun persepsi positif terhadap merek Skintific. Penelitian ini menggunakan paradigma positivisme dengan metode survei dan pendekatan kuantitatif. Populasi penelitian ini followers akun TikTok @arthadaa dengan jumlah sampel sebanyak 100 responden yang ditentukan melalui teknik non-probability sampling menggunakan metode purposive sampling. Data dikumpulkan melalui kuesioner daring dan dianalisis menggunakan uji validitas, uji reliabilitas, regresi linier sederhana, uji t, serta koefisien determinasi dengan bantuan SPSS versi 27. Hasil penelitian menunjukkan bahwa personal branding (X) berpengaruh signifikan terhadap brand awareness Skintific (Y). Hal ini dibuktikan dengan nilai t hitung sebesar 14,123 yang lebih besar dari t tabel sebesar 1,664 dan nilai signifikansi sebesar 0,000, sehinggaH₀ ditolak danH₁ diterima. Nilai koefisien determinasi (R²) sebesar 0,671 menunjukkan bahwa personal branding memberikan kontribusi sebesar 67,1% terhadap pembentukan brand awareness Skintific, sedangkan 32,9% dipengaruhi oleh variabel lain di luar penelitian. Dengan demikian, personal branding influencer yang kuat dan konsisten efektif dalam meningkatkan kesadaran merek di media sosial TikTok. KataKunci: PersonalBranding, Brand Awareness, Influencer, TikTok, Skintific
Actions (login required)
 |
View Item |
