Autentisitas Personal Branding Eva Alicia dalam Membangun Kepercayaan dan Ketertarikan Audiens di Instagram

Yopita Yopita, Fitri Yutika

Abstract


Meningkatnya konten pencitraan digital di media sosial menjadikan autentisitas sebagai faktor penting dalam membangun hubungan antara influencer dan audiens. Penelitian ini bertujuan menganalisis pengaruh autentisitas personal branding Eva Alicia terhadap kepercayaan dan ketertarikan audiens di Instagram. Penelitian menggunakan pendekatan kuantitatif dengan desain eksplanatif. Data dikumpulkan melalui survei daring terhadap 150 pengikut aktif akun Instagram Eva Alicia menggunakan teknik purposive sampling. Autentisitas diukur menggunakan kerangka PISCOT dan dianalisis dengan PLS-SEM menggunakan SmartPLS 4. Hasil penelitian menunjukkan bahwa autentisitas personal branding berpengaruh positif dan signifikan terhadap kepercayaan maupun ketertarikan audiens, dengan pengaruh yang lebih kuat terhadap ketertarikan audiens dibandingkan kepercayaan. Temuan ini memperluas kajian mengenai autentisitas personal branding dengan menunjukkan bahwa persepsi autentisitas menjadi faktor penting dalam membangun hubungan psikologis antara content creator dan audiens serta memberikan dukungan empiris terhadap penggunaan kerangka PISCOT dalam konteks personal branding di media sosial. Hasil penelitian juga memberikan implikasi praktis bagi content creator dalam merancang strategi personal branding yang lebih autentik untuk membangun hubungan jangka panjang dengan audiens.

Keywords


Autentisitas Influencer; Eva Alicia; Kepercayaan Audiens; Ketertarikan Audiens; Personal Branding; PISCOT.

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DOI: https://doi.org/10.17509/ijdb.v6i1.103417

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