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All Journal Journal of Communication, Sustainability, and Empowerment
Rossa Dwi Maharani
Universitas Sahid

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Fan Perceptions of Streamer Windah Basudara’s Personal Branding on Youtube Rossa Dwi Maharani
Journal of Communication, Sustainability, and Empowerment Vol. 1 No. 1 (2025): CSE Journal
Publisher : Nusantara Society Lab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66679/cse.v1i1.1

Abstract

This study aims to explore fans perceptions of Windah Basudara's personal branding on the Youtube Platform, the extent to which fans understand the elements of his personal brand, and how they evaluate the self-image constructed by Windah Basudara. This research employed a descriptive quantitative method, with data collected through questionnaires distributed to 100 respondent who are fans of Windah basudara on Youutbe and member of his Discord Community. The data were analyzed using a descriptive approach with a Likert scale. The results indicate that fans perception of Windah Basudara's personal branding falls into the "very good" category. Fans understand the personal branding elements expressed through his signature communication style, unique gimmicks, and involvement in social activities. Furthermore, fans evaluations of Windah Basudara's personal branding are highly positive, particularly in terms of consistenty, uniqueness, and personality. These findings align with the Stimulus-Organism-Response (S-O-R) theory and Peter Montoya's concept of personal branding, which emphasizes the importance of clarity, specialization, and consistency in building a strong self-image.
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