Nastiti, Tira Hazel (2026) Pengaruh Personal Branding Windah Basudara di Media Sosial terhadap Citra Publik di Kalangan Penggemar Generasi Z. Tugas Akhir (S1) - thesis, Universitas Bakrie.
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Abstract
This study examines the influence of Windah Basudara's personal branding on social media toward his public image among Generation Z fans, using Impression Management Theory (Goffman, 1959), The Eight Laws of Personal Branding (Montoya & Vandehey, 2002) as variable X, and the public image concept (Soemirat & Ardianto, 2017) as variable Y. A quantitative explanatory method was used with 397 Generation Z respondents from the @nocontextwindah community (population ±49,000). The sample size was determined using the Slovin formula, while respondents were selected using a quota sampling technique. Data were analyzed using simple linear regression in SPSS. Results show the equation Y = 7.312 + 0.423X with a significance value of < 0.001, so H₁ is accepted. An R value of 0.861 indicates a very strong relationship, and R² of 0.741 shows that personal branding explains 74.1% of the variance in public image. It is concluded that Windah Basudara's personal branding has a positive and significant influence on his public image among Generation Z fans.
| Item Type: | Thesis (Tugas Akhir (S1) - ) |
|---|---|
| Uncontrolled Keywords: | personal branding, public image, Windah Basudara, Generation Z, social media. |
| Subjects: | Communication Science > Digital Communication Communication Science > Marketing Communications Communication Science > Public Relations (Hubungan masyarakat / Humas) Thesis > Thesis (S1) |
| Divisions: | Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi |
| Depositing User: | Tira Hazel Nastiti |
| Date Deposited: | 15 Sep 2026 08:36 |
| Last Modified: | 15 Sep 2026 08:36 |
| URI: | https://repository.bakrie.ac.id/id/eprint/14799 |
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