THE INFLUENCE OF TASYA FARASYA’S CREDIBILITY AS A COMMUNICATOR ON MOP BEAUTY’S BRAND IMAGE - Dalam bentuk buku karya ilmiah
AJENG OKTAVIA ISMAWATI
Informasi Umum
Kode
25.04.6256
Klasifikasi
658.827 - Use of brands and trademarks, Business names, Producer and distributor brands
Jenis
Karya Ilmiah - Skripsi (S1) - Reference
Subjek
Kredibilitas
Dilihat
25 kali
Informasi Lainnya
Abstraksi
<p>This study aims to determine the influence of Tasya Farasya’s credibility as a communicator on MOP Beauty’s brand image. Communicator credibility was measured using five core dimensions of the Source Credibility Theory: expertise, trustworthiness, attractiveness, match-up, and engagement. A quantitative research method with descriptive and associative approaches was used. Data were collected from 400 respondents who follow Tasya Farasya’s Instagram account and have watched her content reviewing MOP Beauty. The results indicate that communicator credibility has a positive and significant influence on brand image, with a regression coefficient of 0.892 and a coefficient of determination of 63.7%. Expertise and engagement were found to be the most dominant dimensions in shaping a favorable brand image. These findings highlight the importance of communicator credibility in digital communication strategies, especially when the communicator is also the brand owner. This research contributes both theoretically and practically to the development of influencer marketing strategies in the social media era.</p>
- EAK4QBA4 - Skripsi
Koleksi & Sirkulasi
Tersedia 1 dari total 1 Koleksi
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Pengarang
| Nama | AJENG OKTAVIA ISMAWATI |
| Jenis | Perorangan |
| Penyunting | Adrio Kusmareza Adim |
| Penerjemah |
Penerbit
| Nama | Universitas Telkom, S1 Ilmu Komunikasi |
| Kota | Bandung |
| Tahun | 2025 |
Sirkulasi
| Harga sewa | IDR 0,00 |
| Denda harian | IDR 0,00 |
| Jenis | Non-Sirkulasi |
