Wulansari, Retno Ayu Dwi (2025) PENGARUH PERSONAL BRANDING AKUN TIKTOK @DICTIONAREI TERHADAP MINAT BERGABUNG PROGRAM AFILIASI TIKTOK. Undergraduate thesis, UPN Veteran Jawa Timur.
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (Cover)
21043010333_COVER.pdf Download (953kB) |
|
Text (Bab 1)
21043010333_BAB I.pdf Download (191kB) |
|
Text (Bab 2)
21043010333_BAB II.pdf Restricted to Repository staff only until 10 June 2028. Download (345kB) |
|
Text (Bab 3)
21043010333_BAB III.pdf Restricted to Repository staff only until 10 June 2028. Download (297kB) |
|
Text (Bab 4)
21043010333_BAB IV.pdf Restricted to Repository staff only until 10 June 2028. Download (558kB) |
|
Text (Bab 5)
21043010333_BAB V.pdf Restricted to Repository staff only until 10 June 2028. Download (156kB) |
|
Text (Daftar Pustaka)
21043010333_DAFTAR PUSTAKA.pdf Download (167kB) |
|
Text (Lampiran)
21043010333_FILE LAMPIRAN.pdf Restricted to Repository staff only until 10 June 2028. Download (1MB) |
Abstract
In this digital era, social media platforms have become strategic spaces for individuals and brands to build their image and influence audience behavior. TikTok, as one of the most popular platforms among younger generations, enables users to deliver messages in a creative and personal way. This study aims to understand how the personal branding strategy applied by the TikTok account @dictionarei influences users’ interest in joining the TikTok affiliate program. The focus of the research is to examine how elements such as content specialization, personality, uniqueness, and consistency contribute to shaping positive perceptions and engagement among audiences. This study refers to the Stimulus-Organism-Response (S-O-R) theory, which explains how digital content stimuli are cognitively and emotionally processed by audiences before resulting in a behavioral response. In this case, personal branding acts as the stimulus, while the interest to join the affiliate program serves as the response variable. The research used a quantitative approach through a survey method, with questionnaires distributed to 100 respondents who are active followers of the @dictionarei account. The findings indicate that personal branding significantly influences the intention to join, contributing to 53.9% of the variation in user interest. The content strategy used by the account effectively builds trust, relevance, and aspiration among the audience. While personal branding plays a major role, other external factors such as economic motivation, social influence, and perception of the platform also contribute to users’ decisions. This study confirms that in the context of the creator economy, strategically developed personal branding on TikTok can serve as a key driver in encouraging audience participation in affiliate programs and other monetization opportunities. Keywords: personal branding, TikTok, affiliate program, intention to join, influencer
| Item Type: | Thesis (Undergraduate) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HF Commerce H Social Sciences > HM Sociology |
||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | RETNO AYU ISTIQOMAH | ||||||||
| Date Deposited: | 12 Jun 2025 02:39 | ||||||||
| Last Modified: | 12 Jun 2025 02:39 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/37287 |
Actions (login required)
 |
View Item |