Pengaruh Personal Branding di Media Sosial Terhadap Loyalitas Konsumen Produk Fashion
DOI:
https://doi.org/10.37385/msej.v6i4.8154Keywords:
Personal Branding; Media Sosial; Loyalitas KonsumenAbstract
Perkembangan teknologi digital yang pesat dalam dua dekade terakhir telah mengubah cara manusia berinteraksi, berkomunikasi, hingga bertransaksi. Salah satu fenomena yang paling menonjol adalah munculnya media sosial sebagai platform strategis dalam membangun komunikasi dua arah antara individu dan publik. Tujuan penelitian ini adalah untuk menganalisis pengaruh personal branding di media social terhadap loyalitas konsumen produk fashion. Penelitian ini menggunakan pendekatan kualitatif melalui metode tinjauan pustaka (literature review) untuk mengkaji pengaruh personal branding di media sosial terhadap loyalitas konsumen produk fashion. Metode tinjauan pustaka dipilih karena memungkinkan peneliti untuk menganalisis berbagai hasil penelitian terdahulu secara sistematis, kritis, dan komprehensif guna memperoleh pemahaman teoritis yang mendalam terkait fenomena yang diteliti. personal branding di media sosial memiliki pengaruh signifikan terhadap loyalitas konsumen pada produk fashion.
References
Chen, C. (2022). Authenticity and Personal Branding on Social Media: Effects on Consumer Trust and Loyalty. Journal of Interactive Marketing, 58, 43–56. https://doi.org/10.1016/j.intmar.2022.04.001
Djafarova, E., & Trofimenko, O. (2019). ‘Instafamous’ – credibility and self-presentation of micro-celebrities on social media. Information, Communication & Society, 22(10), 1432–1446. https://doi.org/10.1080/1369118X.2018.1438491
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833–5841. https://doi.org/10.1016/j.jbusres.2016.04.181
Khedher, M. (2015). A Brand for Everyone: Guidelines for Personal Brand Managing. Journal of Global Business Issues, 9(1), 19–27.
Ki, C. W. (Anthony), Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55, 102133. https://doi.org/10.1016/j.jretconser.2020.102133
Kitchenham, B., & Charters, S. (2007). Guidelines for performing Systematic Literature Reviews in Software Engineering. Version 2.3. EBSE Technical Report. Keele University.
Labrecque, L. I., Markos, E., & Milne, G. R. (2011). Online Personal Branding: Processes, Challenges, and Implications. Journal of Interactive Marketing, 25(1), 37–50. https://doi.org/10.1016/j.intmar.2010.09.002
Montoya, P., & Vandehey, T. (2002). The Brand Called You: The Ultimate Personal Branding Handbook to Transform Anyone into an Indispensable Brand. McGraw-Hill.
Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63, 33–44. https://doi.org/10.2307/1252099
Snyder, H. (2019). Literature review as a research methodology: An overview and guidelines. Journal of Business Research, 104, 333–339. https://doi.org/10.1016/j.jbusres.2019.07.039
Template
