Wulandari, Nurul Nur Rohmawati (2025) PENGARUH PERSONAL BRANDING DAN ENGAGEMENT MEDIA SOSIAL TERHADAP LOYALITAS PENGGEMAR ENHYPEN DI SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the influence of personal branding and social media engagement on the loyalty of Enhypen fans in Surabaya. In the highly competitive K-pop industry, the personal branding of idol group members and their active engagement on social media play a crucial role in fostering emotional connections with fans. The research applied a quantitative approach using a survey method involving 164 respondents, who are active Enhypen fans residing in Surabaya. Data were collected through online questionnaires and analyzed using multiple linear regression. The results indicate that both personal branding and social media engagement have a significant influence, both jointly and individually, on fan loyalty. These findings highlight the importance of digital communication and self-image strategies in enhancing loyalty within K-pop fandom communities.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Nurul Nur Rohmawati Wulandari | ||||||||
| Date Deposited: | 02 Jun 2025 07:27 | ||||||||
| Last Modified: | 02 Jun 2025 07:27 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/36988 |
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