Jurnal Sosio dan Humaniora
Vol 1 No 2 (2023): JURNAL SOSIO DAN HUMANIORA : SOMA

PENGARUH PERSONAL BRANDING TERHADAP MINAT BELI KONSUMEN (Survei pada followers Social Media YouTube @GadgetIn)

Reza Suprimansyah (Universitas Garut)
Ramayani Yusuf (Universitas Garut)

Article Info

Publish Date
15 Mar 2023

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.

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Journal Info
Jurnal Sosio dan Humaniora
Website

Abbrev

soma

Publisher

Politeknik Pajajaran ICB Bandung

Subject

Humanities Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Other

Description

Anthropology Business Studies, Communication Studies, Corporate Governance, Crosscultural Studies, Demography, Development Studies, Economics, Education, Ethics, Geography, History, International Relations, Law, Linguistics, Library Science, Melna Studies, Philosophy, Ethicsand ...