Adliyah, Nabilah Shafaa Egalita (2025) Hubungan Personal Branding Content Creator Dream Terhadap Loyalitas Penggemar. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Content creators have to rely on personal branding to shape the public's perception of their personality and how this creates a positive perception from the community and can be used as a marketing tool. One of gaming content creator which uses YouTube as its main platform is Dream. Dream as a content creator, has shaped his personal branding by having interesting content ideas and a distinctive editing style. Until finally he became known as a content creator with a large number of subscribers and has high popularity in the Minecraft gaming community. The purpose of this research is to determine the relationship between personal branding content creator Dream towards fan loyalty. This research uses the theory of planned behavior. This research uses a correlational quantitative approach with survey methods. The sample was taken from 100 respondents with the criteria being 18-44 years old and subscribed to Dream's YouTube account. The data analysis technique uses a correlation test Spearman’s Rank. The results of this study indicate that there is a strong relationship between personal branding Dream as content creator towards fan loyalty. As well as dimensions personal branding such as Dream's competence, standards and style contribute to the formation of fan loyalty.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Nabilah Shafaa Egalita Adliyah | ||||||||
| Date Deposited: | 24 Jan 2025 08:03 | ||||||||
| Last Modified: | 24 Jan 2025 08:03 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/34324 |
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