Pengaruh Personal Branding Owner Butik Bellacus Di Media Sosial Tiktok Terhadap Perilaku Imitasi Gaya Berpakaian Followers @ownerbellacus

Chairulummi, Rizty Rezannisaa Fajriane (2026) Pengaruh Personal Branding Owner Butik Bellacus Di Media Sosial Tiktok Terhadap Perilaku Imitasi Gaya Berpakaian Followers @ownerbellacus. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

Social media platforms, particularly TikTok, are no longer used solely for entertainment but are also utilized by fashion entrepreneurs to build personal branding through fashion-related content. One account that has attracted considerable attention is the TikTok account @ownerbellacus, owned by the founder of Bellacus Boutique, which consistently showcases fashion content with a distinctive personal style. This study aims to analyze the influence of the personal branding of the owner of Bellacus Boutique on TikTok on followers’ potential imitative behavior in clothing style. This research adopts a quantitative approach with an explanatory method. The number of respondents in this study was 123 active followers of the @ownerbellacus TikTok account. The results indicate that personal branding built through fashion content has a positive and significant effect on followers’ potential imitative behavior in clothing style. Personal branding expressed through specialization in the fashion field, consistency of style, and an image as a credible and trustworthy figure encourages followers to pay attention and use the displayed clothing style as a reference. In this study, personal branding contributes 24.9% to the influence on followers’ potential imitative behavior in clothing style, while the remaining 75.1% is influenced by other factors beyond the research variables.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Personal Branding, Imitative Behavior, Fashion
Subjects:	Communication Science Customer Behavior Communication Science > Digital Communication Communication Science > Marketing Communications Communication Science > Social Media Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi
Depositing User:	Rizty Rezannisaa Fajriane Chairulummi
Date Deposited:	25 Feb 2026 01:38
Last Modified:	25 Feb 2026 01:38
URI:	https://repository.bakrie.ac.id/id/eprint/13148

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