PENGARUH PERSONAL BRAND TITAN TYRA DI INSTAGRAM TERHADAP TINGKAT KEPERCAYAAN KONSUMEN PADA BRAND SECOND DATE BEAUTY

This research aims to analyze the influence of Titan Tyra's personal brand on Instagram on consumer trust in her beauty brand, Second Date Beauty. Influencers' personal brands play a vital role in fostering relationships between brands and audiences through social media platforms. Using a descriptive quantitative method, the study collected data from 200 respondents who follow Titan Tyra's Instagram account. This research explores key elements of personal branding, such as authenticity, trust, and emotional connection, which affect consumer perceptions of product quality and brand image. The findings show that Titan Tyra's digital presence significantly impacts consumer trust in Second Date Beauty, especially in terms of brand authenticity and personal engagement. These results highlight the importance of a strong and consistent personal brand in shaping consumer trust and loyalty in beauty products.

This study aims to analyze the effect of agent personal branding, product quality, and brand image on purchasing decisions for Canbeauty skincare at Canbeauty Official Gresik agents. This research is motivated by the increasing competition in the skincare industry and increasing consumer awareness of product safety and quality. The research method used is quantitative with a descriptive approach and multiple linear regression analysis. The sample of this study consisted of consumers who had consulted and purchased Canbeauty skincare products at Canbeauty Official Gresik agents. The results showed that the three independent variables Personal Branding, Product Quality, and Brand Image simultaneously influence Purchasing Decisions. Partially, each variable also has an influence on purchasing decisions. The implications of this research can be a marketing strategy for companies and agents to increase consumer loyalty and trust through strong Personal Branding, maintained Product Quality, and positive Brand Image.

Purpose – The relationship between brand personality and consumer personality has become a researched issue in recent years. It is viewed that marketers start the dialogue with consumers through personality route by building brand personality in line with consumers’ own personality traits. Moreover, in the midst of stiff competition, role of corporate personality, as a component of corporate identity, has been considered instrumental behind the success of the organization. As a result, there might be a possibility that other than his/her own personality traits, a consumer’s brand preference may be influenced by both brand personality and corporate personality of the said brand marketer. So, the predictive roles of individual personality, brand personality, and corporate personality on consumer-brand preference formation need to be empirically investigated so that the same may be addressed strategically. However, as per knowledge of the researcher, no empirical study has been made to investigate the predic...

PurposeTo examine the contentious relationship between brand image and brand personality in the context of tourism destinations.Design/methodology/approachThe paper reviews the literature on brand (destination) image, brand (destination) personality and identifies examples of definitional inconsistencies and instances where the terms brand image and brand personality are used interchangeably. Two studies were carried out to investigate the relationship between the two constructs. Data were analysed using canonical correlation.FindingsResults indicate that destination image and destination personality are related concepts. Canonical correlation analyses reveal that the emotional component of destination image captures the majority of variance on destination personality dimensions.Research limitations/implicationsAcademics must pay particular attention at distinguishing between brand image and brand personality, since, failure to do so, will hinder research progress and result in poor conceptual developments.Practical implicationsDestination marketers can focus on the commonality between destination image and destination personality in order to communicate unique destination features and to influence tourist behavior.Originality/valueThis paper fills a gap in the generic branding literature by adopting an empirical stance at delineating the relationship between brand image and brand personality in the context of tourism destinations.

This study aims to determine the effect of brand communication variables, brand image, brand trust on the brand trust of The Body Shop products. This research is a quantitative research The data sources used in this research are primary data and secondary data. The sampling applied in this study uses a method called the Non Probability Sampling technique. This research make use of Structural Equation Modeling (SEM) as a statistical instrument in an effort to test various hypotheses that have been determinedwith the help of AMOS software. The results showed thatBrand communication has a positive effect on brand image, brand image has a positive effect on brand personality, meaning that the better the brand image of a product will affect the brand personality. The results also show that Brand communication has a positive effect on brand trust, meaning that brand communication has no influence on brand trust and brand image has a positive effect on brand trust and that the better the brand image created by a product will increase trust in consumers and brand personality has a positive effect on brand trust. . Keywords : Brand Communication; Brand Image; Brand Trust

The study takes the ladies' fashion industry as an example to investigate the relationship among the brand elements, spokesperson, brand image and brand personality toward the brand attitude. According the result of LISREL: brand elements have no significant influence to brand image; brand elements have a significant influence to brand personality; endorser have significant influences to brand image and brand personality; brand image and brand personality have significant influences to brand attitude; by the moderating mechanism of high price, the effect of brand image and brand personality to brand attitude would be strong. Finally, the result of this study can apply for the industry with market differentiation strategy or individual products industry.

Background – The rapid growth of social media, particularly Instagram, has revolutionized the way consumers interact with brands. With the increasing skepticism toward traditional advertising, influencer marketing has emerged as a more personal and trusted method of communication. In the beauty industry, where consumer trust is paramount, influencers play a crucial role in shaping purchase behavior through their perceived authenticity and expertise. This shift in consumer behavior and marketing strategy highlights the need to understand how influencer marketing influences consumer trust and purchase decisions. Aim – This study aims to examine the influence of influencer marketing on consumer trust and analyze whether purchase decision acts as a moderating variable in the relationship between influencer marketing and consumer trust in the context of beauty products. Design / methodology / approach – This quantitative study employs a moderation regression analysis using the Partial Least Square (PLS) method. The sample consists of 100 respondents who are users of beauty products and followers of beauty influencers on Instagram. Data were collected through online questionnaires using a Likert scale (1 to 5). The study evaluates the validity, reliability, R² values, and hypothesis testing using SmartPLS software. Findings – The results reveal that influencer marketing significantly affects both purchase decisions and consumer trust. Additionally, purchase decisions positively contribute to the development of consumer trust. However, the role of purchase decision as a moderating variable in the relationship between influencer marketing and trust is not statistically significant. These findings are consistent with prior research emphasizing the importance of influencer credibility and emotional connection in driving consumer trust and behavioral intention. Conclusion – Influencer marketing is a powerful tool in building consumer trust and influencing purchase decisions, especially in the beauty product sector. While purchase decisions enhance trust, their moderating effect is limited. Effective influencer marketing strategies require not only reach and popularity but also authenticity and consistent positive consumer experiences. Research implication – The findings provide practical implications for marketers in the beauty industry to prioritize influencer selection based on credibility and trustworthiness. This research also contributes to the growing literature on digital marketing strategies, offering insights into how trust mediates consumer behavior in social commerce. Limitations – This study is limited to Instagram users in Indonesia and focuses solely on beauty product consumers. Future research could expand the sample size, include other social media platforms, or explore different demographic segments to enhance generalizability.

In this chapter, the author shares his experience about personal leadership brand. About 2 years ago, the author was invited to coach a number of executives at one of the national government agencies in South Africa. One of the executives she coached in this group raised the issue of her personal reputation. The personal branding matrix outlines the four elements of the leader's personal brand. First it is important to define what branding is, before discussing these four elements. The perceptions and impressions are influenced by: personhood, the personal value perceptions, personal brand locale, and personal brand promotion. Location has a strong impact on personal brand perception. Personal brand promotion is self-explanatory and touches on the activities the brand takes on to drive brand perception and impression.

Brand management is one of the important key factors for a top corporation. Corporation with strong brand equity will be an index for affecting the consumer behavior. The purpose of this study lay on gaining further insight on the brand image, brand personality, brand attitude, brand preference will have effect on consumer's purchase intention. The subject of this study were 157 Songshan High school of Agriculture and Industry's students, using the 「Brand Image, Brand Personality, Brand Attitude, Brand Preference and Purchase Intention Questionnaire」 as the tool for understanding the consumer perception of brand. Data analysis methods will use regression analysis and approach analysis with PASW 18.0 for windows, and the finding indicated that, 一、 Brand image, brand personality, brand attitude, brand preference will have high relation between these variables. Especially the brand image and brand personality have high relation, indicating the brand personality will be affected by brand image, and the brand attitude will be effect on brand personality. As for the purchase intention, the brand attitude will have significant effect of it. 二、 Using the approach analysis to analysis that whether the brand image, brand personality, brand attitude and brand preference will predict the purchase intention, these variable will have significant main effect on purchase intention. Brand image and brand personality also have significant main effect on brand attitude, and the brand attitude have mediums effect on brand preference.

Purpose This study aims to achieve two purposes: to construct multilevel visual representations regarding how a hotel brand is portrayed or perceived via various pictorial attributes and to develop a quantitative measurement framework that identifies these pictorial attributes by using deep learning models. Design/methodology/approach A mixed-methods approach was used across three phases. First, two pretrained deep learning models were used to identify manifest and photography-level attributes. The second phase involved qualitative surveys and quantitative techniques to generate attributes related to latent cognitive perceptions and brand personality. In the third phase, a labeled data set was created, and VGG16 models were trained to automatically identify these higher-level attributes from images. Findings A four-level conceptual framework was constructed to link hotel-generated photos with brand image perception. In addition, a measurement framework was developed using multiple deep learning algorithms (e.g. Place365, NIMA and VGG16) to identify and classify these pictorial attributes. Practical implications It offers actionable tools for marketers to strategically use photographs to project a distinct brand image and craft effective marketing communications on social media platforms, helping attract target audiences and differentiate their brand in a competitive market. Originality/value This multidisciplinary study innovatively integrates qualitative methods and deep learning to generate theoretical insights into the visual representation of hotel brand image. It bridges the gap in understanding how photos can be leveraged to develop brand image, strengthen brand competitiveness and improve the effectiveness of social media content.

This research aims to analyze how Puan Maharani's personal branding on the Instagram account @Puanmaharaniri approaches the 2024 presidential election. This research uses a qualitative approach using the qualitative content analysis method based on the constructivist paradigm. Data collection was carried out using observation and documentation techniques and using three stages in analyzing the data, namely: data collection/reduction, presentation, and verification/conclusion. The research results show that the strategy for creating Puan Maharani's personal branding on the @puanmaharaniri Instagram account ahead of the 2024 presidential election was built by creating interesting content through the Instagram account with the tools used in personal branding on the @puanmaharani Instagram account, namely first, text; second, short videos; and third, photos. The concept of creating personal branding built by Puan Maharani through her Instagram account includes eight personal branding concepts by Peter Montoya. Some of Puan Maharani's branding that dominates in the formation of personal branding on her Instagram account are concern for small communities (little people), gender equality, and leadership. The overall branding built by Puan has not been able to increase her electability due to inconsistency in one strong branding attached to Puan Maharani, so that she becomes a figure known for this branding.

This research has offered an extended signaling theory model, which has extended the body of corporate social responsibility (CSR) knowledge in the existing literature. This research examines the association between CSR and brand experience, corporate reputation, brand personality, brand loyalty & consumer trust. The mall intercept control group was used to carry out this research. For the data analyses, we employed an SEM-based multivariate approach and assisted the formulated hypotheses from respondents of smartphone users. The study's outcomes show that brand personality, corporate reputation, and brand experience positively influence consumer trust. The outcomes further demonstrated that corporate social responsibility significantly and positively impacts personality, brand loyalty, and customer trust. This research also examined the mediating effect of brand personality between corporate reputation and brand loyalty and between corporate reputation and consumer trust. Moreover, the mediation of brand personality between CSR and brand loyalty and between CSR and consumer trust. The outcomes demonstrate that brand personality mediates brand loyalty and corporate reputation loyalty relationship, consumer trust, and corporate reputation relationship. However, brand personality does not mediate CSR and brand loyalty and CSR and consumer trust relationships. This research has important managerial and theoretical implications for industry practitioners and scholars.

This research was conducted to determine the factors influencing Brand Loyalty to international clothing brands in Batam City, which is mediated by Brand Trust. By using purposive sampling, samples obtained as many as 355 respondents. Empirical data was obtained using the online questionnaire distribution method with the Google form. The research data was tested using the Structural Equation Modeling (SEM) technique with Smart PLS 3 for Windows. The variables contained in the research are Brand Reputation, Brand Personality, Brand Experience, Brand Image, Brand Trust, and Brand Loyalty. The study results show that the variables of Brand Experience and Brand Trust affect Brand Loyalty. Variables of Brand Experience, Brand Image, Brand Personality, and Brand Reputation influence Brand Trust. Meanwhile, Brand Image, Brand Personality, and Brand Reputation variables do not affect Brand Loyalty. Brand Image and Brand Reputation variables affect Brand Loyalty when mediated by Brand Trust. Meanwhile, Brand Experience and Brand Personality do not affect Brand Loyalty when mediated by Brand Trust. This study is expected to become a reference and literature for building marketing strategies to be more effective and efficient. So it can be used by companies as a source of information and insight in making business decisions.

This study examines the influence of the concept of Personal Branding on Brand Image Secondary Beauty. Secondate Beauty is a cosmetics company owned by Titan Tyra, a beauty influencer who is quite well-known among cosmetic fans in Indonesia. Secondate Beauty is here and has a place in the Indonesian cosmetic industry which is quite successful even though it is relatively young. Relying on the delivery of promotional materials from Titan Tyra made the brand, which was only three years old, sold out in just seven minutes at the launch of its first product, so this is the reason for researchers to find out how much influence Titan Tyra's personal branding has as an effort to increase Brand Image Secondate. Beauty. Given that personal branding today is one of the tools for success in promotion. Personal branding aims as a medium to direct other people's perceptions of individuals or products so as to create the impression of selling points of something, both in the field of products and services, so that this becomes one of the success factors in improving the company's product image. This study uses a quantitative causality method that seeks to find out the relationship and influence between variables X (personal branding) and variable Y (brand image), by distributing questionnaires to 100 respondents to Titan Tyra's Instagram followers, so that a correlation coefficient of 0.765 is obtained, which means it has a strong relationship. Meanwhile, the result of the simple linear regression test is 9.105 + 0.651 X, which means, if there is no Titan Tyra personal branding, then the Secondary Beauty brand image is 9.105 and if there is personal branding then the Secondary Beauty brand image will increase by +0.651. In addition, the results of the analysis of the coefficient of determination show a figure of 58.5%, which means that Variable X Personal Branding contributes 58.5% to Variable Y Brand Image

In 2014, Indonesians were celebrating the inauguration of their newly elected president. The victory of Joko Widodo, who came from the grass roots, demonstrated a triumph of democracy in Indonesia. The rise of Joko Widodo, or Jokowi, was followed by the rise of other leaders from outside of the political mainstream, such as Basuki Tjahaja Purnama, Tri Risma Harini, Nurdin Abdullah, and Yoyok Rio Sudibyo. These leaders managed to overcome the political barriers made by the oligarchs and gained voters’ trust to win major elections in Indonesia. They possess one solid reputation in common and that is a commitment to act as a servant for citizens. Furthermore, the leaders’ unique personalities and approaches have differentiated them from their rivals, even those with greater experience in politics, which suggests they have unique and strong political brands that appealed to the citizens. The objective of this research is to explain the concept of servant leadership and political outsiders in influencing candidates’ political brand image based on their personalities from the voters’ perceptions. Following this, the interplay between each construct will be analysed. To meet the research objectives, this research examines a primary research question: How do voters’ perceptions of servant leadership and political outsiders affect brand personality as the political leader’s image and subsequently influence their brand trust? This is followed by two secondary questions: Do voters see Jokowi, Ahok, and Risma as servant leaders and political outsiders? If so, how? and How much influence do servant leadership and political outsiders have on leaders’ brand personality as their brand image, and subsequently, brand trust? Using a combination of concurrent and sequential mixed methods, this research began with qualitative approaches utilising document analysis and interviews to multiple sample groups with thematic analysis. These methods were also dedicated to constructing scale development of political outsiders based on the case of Indonesian leaders. Following this, a quantitative method was employed using a survey to measure how each construct influenced brand trust with brand personality as the mediating variable. The findings revealed how the leaders were successful in their approaches and demonstrating personalities that developed the political brand of a servant leader, which arguably attracted the citizens’ trust. The leaders’ backgrounds as political outsiders provided them with an advantage that differentiated them from typical politicians in Indonesia, who were seen as ineffective in making positive changes. Finally, this study identified candidate’s desirable traits significant to voters’ trust. This research makes several contributions to the development theories of servant leadership, which is particularly significant as there is insufficient research regarding this theory in the political context. The study further contributes to political marketing theories, particularly in branding theories such as how leadership brand influences candidate’s brand personality and consequently to brand trust. It also provides insights into how the leadership brand of servant leader and political outsider may affect voters’ trust consideration and impact candidate’s brand image development based on their brand personalities during elections.