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All Journal Jurnal Sosio dan Humaniora
Reza Suprimansyah
Universitas Garut
Humanities Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Other

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PENGARUH PERSONAL BRANDING TERHADAP MINAT BELI KONSUMEN (Survei pada followers Social Media YouTube @GadgetIn) Reza Suprimansyah; Ramayani Yusuf
Jurnal Sosio dan Humaniora (SOMA) Vol 1 No 2 (2023): JURNAL SOSIO DAN HUMANIORA : SOMA
Publisher : LPPM Politeknik Pajajaran ICB

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (521.283 KB) | DOI: 10.59820/soma.v1i2.56

Abstract

This study aims to evaluate the effect of personal branding on consumer buying interest in followers of YouTube social media @GadgetIn.@GadgetIn is one of the leading YouTube channels in Indonesia that focuses on gadget reviews and reviews and technology-related topics. The survey method was used to collect data from 100 respondents who are students of Garut University. The data were analyzed using simple linear regression techniques with a descriptive quantitative approach with the help of SPSS software. The results showed that personal branding consisting of personal image, trust, and loyalty had a positive and significant effect on purchase intention. The implication of this research is the importance of personal branding in influencing consumer behavior towards consumer buying interest and the importance of implementing effective personal branding for influencers on social media.
Co-Authors YUSUF, RAMAYANI