Pengaruh Personal Branding Dari Founder Merek Skin Game Pada Media Sosial Tiktok Terhadap Brand Awareness
Abstract
Personal branding adalah salah satu cara bagaimana seorang individu dapat menarik perhatian publik yang sesuai dan
kemudian membangun koneksi dengan mereka. Selain itu, personal branding dapat mengkonsolidasikan dan
memberikan informasi tentang apa yang membuat seorang individu unik dibanding individu lainnya dan meninjukka
bahwa mere seorang profesional di bidangnya. Personal branding diterapkan oleh influencers pada media sosial, salah
satunya oleh Michelle Ham sebagai seorang founder dari merek produk perawatan kulit Skin Game pada media sosial
pribadinya di TikTok untuk memperkenalkan atau meningkatkan brand awareness dari bisnisnya. Penelitian ini
menguji seberapa berpengaruh personal branding yang dimiliki Michelle Ham pada media sosial TikTok terhadap
brand awareness dari Skin Game. Metode pada penelitian ini menggunakan pendekatan kuantitatif melalui software
IBM SPSS versi 26, dengan Teknik sampling yang digunakan adalah purposive sampling. Hasil penelitian ini
menunjukkan bahwa personal branding Michelle Ham pada media sosial TikTok memiliki pengaruh positif dengan
tingkat hubungan yang kuat terhadap brand awareness dari Skin Game, Personal branding berkontribusi sebesar 37.9%
terhadap Brand Awareness.
Kata kunci-personal branding, founder, TikTok, brand awareness, Skin Game
References
Achmad, E. S., & Ruhaena, L. (2021). Adolescent’s Personal Branding On Instagram. Al-Balagh : Jurnal Dakwah
Dan Komunikasi, 6(1 SE-Articles), 1–34. https://doi.org/10.22515/al-balagh.v6i1.3138
Alia, Z. (2022, February 23). TikTok’s Takeover Of Marketing And Commerce In 2022. Forbes Leadership.
in-2022/?sh=77057c5b4fe8
Alifahmi, H. (2015). INTEGRATING CORPORATE AND MARKETING COMMUNICATIONS: Delapan Model
Kolaborasi Branding, Public Relations, Iklan, dan Promosi. Jurnal Public Relations Indonesia, Vol. 2, No, 28–
https://www.academia.edu/download/55826472/Jurnal_PR_Indonesia_Vol._2__No._3__Nov_2015.pdf#pa
ge=30
Alwi, I. (2015). Kriteria empirik dalam menentukan ukuran sampel pada pengujian hipotesis statistika dan analisis
butir. Formatif: Jurnal Ilmiah Pendidikan MIPA, 2 (2), 140–148.Amanah, D., & Harahap, D. A. (2018).
Pengaruh Komunikasi Pemasaran Perusahaan terhadap Kesadaran Merek Pelanggan. Journal of Theoretical
and Applied Management (Jurnal Manajemen Teori Dan Terapan), 11(3 SE-Articles), 207–216.
https://doi.org/10.20473/jmtt.v11i3.9789
Batra, R., & Keller, K. L. (2016). Integrating Marketing Communications: New Findings, New Lessons, and New
Ideas. Journal of Marketing, 80(6), 122–145. https://doi.org/10.1509/jm.15.0419
Bilgin, Y. (2018). THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND AWARENESS,
BRAND IMAGE AND BRAND LOYALTY. Business & Management Studies: An International Journal, 6.
https://doi.org/10.15295/v6i1.229
Chopra, A., Avhad, V., & Jaju, and S. (2020). Influencer Marketing: An Exploratory Study to Identify Antecedents of
Consumer Behavior of Millennial. Business Perspectives and Research, 9(1), 77–91.
https://doi.org/10.1177/2278533720923486
Dwivedi, Y., Kapoor, K., & Chen, H. (2015). Social media marketing and advertising. The Marketing Review, 15,
–309. https://doi.org/10.1362/146934715X14441363377999
Huzali, A. E. T., Aisyah, S., Sari, M., Oktopriyani, D., & Rasyid, T. A. (2022). Analisis Personal Branding pada
Brand Awareness Produk Erigo Terhadap Celebrity Endorsement. Jurnal Bidang Penelitian Advertising Dan
Desain Grafis, 1(1 SE-Articles), 1–6. https://ejournal.kreatifcemerlang.id/index.php/jbpadg/article/view/24
Jayaram, D., & Manrai, A. K. (2015). Effective use of marketing technology in Eastern Europe. In Journal of
Economics, Finance and Administrative Science (Vol. 20, Issue 39, pp. 118–132).
https://doi.org/https://doi.org/10.1016/j.jefas.2015.07.001
Johnson, C. (2019). Platform: The Art and Science of Personal Branding. Clarkson Potter/Ten Speed.
https://books.google.co.id/books?id=bwJmDwAAQBAJ
Johnson, R. B., & Christensen, L. (2013). Educational Research: Quantitative, Qualitative, and Mixed Approaches.
SAGE Publications. https://books.google.co.id/books?id=jUMXBAAAQBAJ
Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of
Marketing Communications, 15(2–3), 139–155. https://doi.org/10.1080/13527260902757530
Kemp, S. (2023). DIGITAL 2023: INDONESIA. DATAREPORTAL. https://datareportal.com/reports/digital-2023-
indonesia
Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson.
https://books.google.co.id/books?id=rxMjjwEACAAJ
Luwie, & Pasaribu, L. H. (n.d.). The Influence of Personal Branding in the Establishment of Social Media Influencer
Credibility and the Effect on Brand Awareness and Purchase Intention. Enrichment: Journal of Management,
(1), 917–925. https://doi.org/https://doi.org/10.35335/enrichment.v12i1.317
Md Saad, N. H., & Yaacob, Z. (2021). Building a Personal Brand as a CEO: A Case Study of Vivy Yusof, the
Cofounder of FashionValet and the dUCk Group. SAGE Open, 11(3), 21582440211030270.
https://doi.org/10.1177/21582440211030274
Montoya, P., & Vandehey, T. (2002). The Personal Branding Phenomenon: Realize Greater Influence, Explosive
Income Growth and Rapid Career Advancement by Applying the Branding Techniques of Michael, Martha &
Oprah. Peter Montoya Incorporated. https://books.google.co.id/books?id=ZIt0rdXb7y0C
Purwasitari, F. Y. D. I. (2014). Analisis Fenomenologi Representasi Konsep Pria Dalam Iklan Televisi (Studi pada
Iklan Televisi Vaseline Men Wash Moisturizer Versi Naik Motor dan Men’s Biore Versi Main Bola).
http://repository.unika.ac.id/id/eprint/424
Rampersad, H. K. (2008). A new blueprint for powerful and authentic personal branding. Performance Improvement,
(6), 34–37. https://doi.org/https://doi.org/10.1002/pfi.20007
Sarinastiti, N. (2015). DIGITAL PUBLIC RELATIONS – A BATTLE TO ENGAGE THE CUSTOMERS. Jurnal Public
Relations Indonesia, Vol. 2, No, 43–47.
Smith, P. R., & Zook, Z. (2011). Marketing Communications: Integrating Offline and Online with Social Media.
Kogan Page. https://books.google.co.id/books?id=XgDPwAEACAAJ
Sugiyono. (2016). Metode Penelitian Kuantitatif Kualitatif dan R&D. Alfabeta, Bandung.
Theaker, A. (2020). The Public Relations Handbook. Taylor & Francis.
https://books.google.co.id/books?id=MBAHEAAAQBAJ
Tulasi, D. (2012). Marketing Communication dan Brand Awareness. Humaniora, 215–222.
https://doi.org/https://doi.org/10.21512/humaniora.v3i1.3253
Zahrahast, C. W., Kartiwa, A., & Ginanjar, Y. (2022). Analysis Of Marketing Communications in Building Brand
Awareness at Distro Madman Wear Sumedang. SINTESA, 13(1 SE-Articles), 59–69.
https://ejournal.unsap.ac.id/index.php/sintesa/article/view/220
