Pengaruh Personal Branding dan Citra Merek Terhadap Keputusan Pembelian Kosmetik (Studi Kasus Titan Tyra Pada Brand Secondate di Sosial Media)

Abstract

This study aims to determine whether there is an influence of personal branding titan tyra on social media and secondate brand image on the level of purchasing decisions. This research makes Titan Tyra the object of research who is a beauty influencer and also a local businessman who has successfully developed his brand by using social media to promote. The theory used in this research is the theory of marketing communication and also the theory of A-I-D-D-A, which includes the concept of purchasing decisions. brand image, and personal branding. This type of research is explanatory with a quantitative approach. The data collection technique in this research is by spreading the google form. The sampling technique used non-probability sampling technique, so that the questionnaire was distributed to 400 respondents who are followers of Instagram titan tyra who know the secondate products that have been tested for validity and reliability. The data analysis technique used is multiple linear regression using SPSS 27. Through this study, the researcher/author found that there is a relationship between personal branding and brand image in influencing purchasing decisions by 75.2% while the remaining 24.8% is influenced by other items.