PENGARUH PERSONAL BRANDING ABIDZAR AL-GHIFARI TERHADAP PURCHASE INTENTION MELALUI BRAND IMAGE PADA FILM REMAKE “A BUSINESS PROPOSAL"

FITRI HIKMAH SUFIAH, . (2025) PENGARUH PERSONAL BRANDING ABIDZAR AL-GHIFARI TERHADAP PURCHASE INTENTION MELALUI BRAND IMAGE PADA FILM REMAKE “A BUSINESS PROPOSAL". Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui apakah terdapat pengaruh positif dan signifikan antara personal branding Abidzar Al-Ghifari terhadap purchase intention melalui brand image pada film remake A Business Proposal. Jenis penelitian ini merupakan jenis penelitian kuantitatif dengan pendekatan survey. Teknik sampel yang digunakan adalah teknik pendekatan purposive sampling. Pengumpulan data dilakukan dengan menggunakan instrumen kuesioner dengan platform Google Formulir dengan skala Likert 6 poin yang disebarluaskan secara daring kepada 220 responden, dengan kriteria. masyarakat berusia 17-35 Tahun, masyarakat yang berdomisili di Daerah Khusus Jakarta, masyarakat yang mengetahui film remake A Business Proposal, masyarakat yang mengetahui Abidzar Al-Ghifari sebagai pemeran utama dalam film remake A Business Proposal, dan masyarakat yang aktif dalam menggunakan media sosial Analisis data ini dilakukan dengan menggunakan uji inners models, uji outer models, dan uji hipotesis dengan bantuan software SEM-PLS. Hasil dari penelitian menunjukkan bahwa personal branding berpengaruh positif dan signifikan terhadap brand image. Personal branding berpengaruh positif dan signifikan terhadap purchase intention. Brand image berpengaruh positif dan signifikan terhadap purchase intention. Serta, personal branding berpengaruh positif dan signifikan terhadap purchase intention melalui brand image. Hasil temuan penelitian ini memberikan pandangan yang penting dalam strategi pemasaran, terutama dalam penggunaan personal branding yang efektif dalam menciptakan brand image yang positif dan kuat untuk meningkatkan purchase intention masyarakat dalam dunia perfilman di Indonesia. ***** This study aims to determine whether there is a positive and significant influence of Abidzar Al-Ghifari's personal branding on purchase intention thru brand image in the remake film A Business Proposal. This type of research is quantitative research with a survey approach. The sampling technique used is the purposive sampling approach. Data collection was carried out using a questionnaire instrument on the Google Forms platform with a 6-point Likert scale, which was distributed online to 220 respondents. The criteria for the respondents were: individuals aged 17-35 years, residents of the Special Region of Jakarta, individuals who were aware of the remake film A Business Proposal, individuals who knew Abidzar Al-Ghifari as the main actor in the remake film A Business Proposal, and individuals who were active on social media. This data analysis was conducted using inner models testing, outer models testing, and hypothesis testing with the assistance of SEM-PLS software. The results of the study indicate that personal branding has a positive and significant influence on brand image. Personal branding has a positive and significant influence on purchase intention. Brand image has a positive and significant influence on purchase intention. Additionally, personal branding has a positive and significant influence on purchase intention thru brand image. The findings of this study provide important insights for marketing strategies, particularly in the effective use of personal branding to create a positive and strong brand image and increase public purchase intention in the Indonesian film industry.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dita Puruwita, M.Si., Ph.D.; 2). Nofriska Krissanya, S.E., M.B.A.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Fitri Hikmah Sufiah
Date Deposited:	29 Jan 2026 07:38
Last Modified:	29 Jan 2026 07:38
URI:	http://repository.unj.ac.id/id/eprint/63996

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