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All Journal JURNAL ITENAS REKARUPA Panggung Gestalt : Jurnal Desain Komunikasi Visual Wimba: Jurnal Komunikasi Visual Jurnal Seni dan Reka Rancang: Jurnal Ilmiah Magister Desain Ekonomi dan Bisnis: Berkala Publikasi Gagasan Konseptual, Hasil Penelitian, Kajian, dan Terapan Teori Panggung Serat Rupa: Journal of Design
Agung Eko Budiwaspada
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Arts Humanities Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Social Sciences Other

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PENGARUH SELF-CONGRUITY DAN CELEBRITY ATTACHMENT PENONTON VTUBER TERHADAP CONSUMER ENGAGEMENT DI YOUTUBE Aflah Hanif Hariadi; Agung Eko Budiwaspada
Ekonomi dan Bisnis: Berkala Publikasi Gagasan Konseptual, Hasil Penelitian, Kajian, dan Terapan Teori Vol. 27 No. 2 (2023): Ekonomi dan Bisnis: Berkala Publikasi Gagasan Konseptual, Hasil Penelitian, Ka
Publisher : Jurusan Ilmu Ekonomi Prodi Ekonomi Pembangunan Fakultas Bisnis dan Ekonomika Universitas Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24123/jeb.v27i2.5817

Abstract

Social media engagement is important in building brand equity as a determinant of brand reputation that can be driven through self-congruity and celebrity attachment. However, there has been no research examining the relationship between self-congruity and celebrity attachment and their influence on consumer engagement in the context of VTuber personal brands as a new phenomenon that is popular internationally. This study uses a mixed-methods approach by conducting qualitative research with qualitative text analysis techniques to determine the expressions of self-congruity and celebrity attachment that emerge through viewer comments on YouTube and questionnaires. Quantitative research is conducted using PLS-SEM analysis of questionnaire responses to determine the influence of self-congruity and celebrity attachment on consumer engagement among VTuber viewers in Indonesia on YouTube content. Qualitative research found various forms of self-congruity dominated by cultural similarities between VTubers and viewers rather than personal character similarities between them. Quantitative research confirms this by finding that only social self-congruity has a positive influence on consumer engagement. Additionally, qualitative research found various forms of celebrity attachment from VTuber viewers that confirm celebrity attachment as part of brand equity. Quantitative research also found that celebrity attachment has a positive influence on consumer engagement.
Co-Authors Acep Iwan Saidi Acep Iwan Saidi Achmad Syarief Aflah Hanif Hariadi Akmal Anak Agung Ngurah Gede Marhendra Annisa Dinar Azahra Aris Kurnia Wicaksono Bangun Asmo Darmanto Cama Juli Rianingrum Cavin Joo Dauneeaaron Darfi Riskavirwan Dewi Iriani Dipa Sandi Dewanty Dudy Wiyancoko Dwinita Larasati Elda Franzia Jasjfi Faikar Izzani G. PRASETYO ADHITAMA Handayani Madania Insani Joedawinata, Ahadiat Krishna Hutama M Fikri Akbar Milenia Aziz Nayla Almira Vasthi Pandu Lazuardy Patriari Rendy Iswanto Rhomina Hestiningtyas Riki Himawan Mulyadi Sangayu Ketut Laksemi Nilotama Sheilla Puspita Syarifah Arsitadewi Putri Gayanti Utomo, R. Drajatno Widi Wegig Murwonugroho Wijil Susetyo Gunarso