PENGARUH PERSONAL BRANDING INFLUENCER DAN BRAND IMAGE TERHADAP PERILAKU KONSUMEN PVN SHOES DALAM VIDEO TIKTOK DI KABUPATEN TANGERANG

Abstrak

Penelitian ini dilakukan untuk mengetahui sejauh mana Personal Branding Influencer dan Brand Image memengaruhi Perilaku Konsumen PVN Shoes dalam video TikTok di Kabupaten Tangerang, baik secara terpisah maupun bersama-sama. Pendekatan kuantitatif dengan desain eksplanatori dipilih dalam penelitian ini, sementara penentuan responden dilakukan melalui purposive sampling terhadap 180 konsumen Generasi Z di Kabupaten Tangerang yang aktif menggunakan TikTok dan pernah menyaksikan konten promosi PVN Shoes. Data yang terkumpul kemudian diolah menggunakan Partial Least Squares-Structural Equation Modeling (PLS-SEM) untuk melihat hubungan antar variabel yang diteliti. Temuan di lapangan memperlihatkan bahwa Personal Branding Influencer memberi pengaruh positif dan signifikan terhadap Perilaku Konsumen, bahkan tampil sebagai variabel paling dominan, sebuah indikasi bahwa konsistensi identitas, kredibilitas penyampaian informasi produk, gaya komunikasi yang khas, interaksi aktif dengan pengikut, hingga rekam jejak kolaborasi antar merek menjadi penggerak utama kepercayaan dan respons positif konsumen. Brand Image turut memengaruhi Perilaku Konsumen secara positif dan signifikan, meski pengaruhnya tidak sebesar Personal Branding Influencer, yang mengisyaratkan bahwa citra merek PVN Shoes di mata konsumen lebih banyak terbentuk lewat cara influencer merepresentasikan produk ketimbang reputasi merek itu sendiri. Kedua variabel ini pun secara bersama-sama terbukti berpengaruh terhadap Perilaku Konsumen dengan daya jelas model yang tergolong kuat, sehingga seluruh hipotesis yang diajukan dapat diterima. Dengan demikian, semakin kuat personal branding yang dibangun influencer PVN Shoes di TikTok serta semakin positif citra merek yang tertanam di benak konsumen, semakin besar pula kecenderungan konsumen Generasi Z di Kabupaten Tangerang untuk merespons positif dan memutuskan membeli produk PVN Shoes.

This study was conducted to determine the extent to which Personal Branding Influencer and Brand Image affect Consumer Behavior toward PVN Shoes in TikTok videos in Kabupaten Tangerang, both individually and jointly. A quantitative approach with an explanatory design was adopted, while respondents were determined through purposive sampling of 180 Generation Z consumers in Kabupaten Tangerang who actively use TikTok and had previously watched PVN Shoes's promotional content. The collected data were processed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) to examine the relationships among the variables studied. The findings reveal that Personal Branding Influencer has a positive and significant effect on Consumer Behavior, standing out as the most dominant variable, an indication that identity consistency, credibility in conveying product information, distinctive communication style, active interaction with followers, and a track record of cross-brand collaborations drive consumer trust and positive response. Brand Image likewise exerts a positive and significant effect on Consumer Behavior, though smaller than that of Personal Branding Influencer, suggesting that its perceived image is shaped more by how influencers represent the product than by the brand's own reputation. Together, both variables are proven to influence Consumer Behavior with fairly strong explanatory power, so that all proposed hypotheses are accepted. Accordingly, the stronger the personal branding built by PVN Shoes's influencers on TikTok and the more positive the brand image held in consumers' minds, the greater the tendency of Generation Z consumers in Kabupaten Tangerang to respond positively and decide to purchase PVN Shoes products.