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All Journal Jurnal Komunikasi Pembangunan Jurnal Komunikasi LUGAS Jurnal Komunikasi Transparansi Jurnal Ilmiah Ilmu Administrasi JIIP (Jurnal Ilmiah Ilmu Pendidikan) Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Dakwah dan Komunikasi Komunika: Jurnal Ilmu Komunikasi Prosiding Konferensi Nasional PKM-CSR International Journal of Science and Society (IJSOC) International Journal of Humanities Education and Social Sciences Jurnal Ilmu Komunikasi Dan Media Jurnal Ilmu Komunikasi Citra JIM: Jurnal Ilmiah Mahasiswa Pendidikan Sejarah Asian Journal of Social and Humanities International Journal of Technology and Education Research
Ika Yuliasari
Universitas Jayabaya
Religion Humanities Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Nursing Public Health Social Sciences Other

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Pengaruh Personal Branding Nasywa Rahmah di Instagram @Awlapar terhadap Minat Kuliner di Kota Padang Azizah, Frecya Yoli; Nugroho, David Rizar; Yuliasari, Ika
Jurnal Ilmu Komunikasi Dan Media Sosial (JKOMDIS) Vol. 5 No. 2 (2025): Mei - Agustus
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jkomdis.v5i2.2831

Abstract

This study is motivated by self-image which is an important strategy for content creators in building an image on social media. Nasywa Rahmah is one of the culinary content creators who has succeeded in attracting the attention of the audience through her content. This study aims to analyze the influence of Nasywa Rahmah's personal branding on the culinary interests of people in Padang City. This study uses a quantitative method with an explanatory approach. Data were obtained through an online questionnaire with a purposive sampling technique involving 125 respondents who were followers of the @awlapar account. The independent variable in this study is self-image with three main indicators: characteristics, relevance, and consistency, while the dependent variable is culinary interest, measured using the AIDA model. This study uses data analysis carried out by simple linear regression using SPSS software. The results of the study showed that Nasywa Rahmah's personal branding influenced the culinary interests of the people of Padang City, which showed that Nasywa Rahmah's self-image was in the high category, and the respondents' culinary interests were also high. The results of the simple linear regression test showed that the three personal branding variables had a significant effect on culinary interests, both simultaneously and partially. The relevance variable gives the most dominant contribution to increasing culinary interest, indicating that strong and consistent personal branding can influence consumer preferences and behavior in choosing a place to eat. Thus, self-image through social media has great potential in supporting local culinary promotion.
Co-Authors Agung Kwartama Ahmad Junaidi Alam, Mutiara Nur Amiruddin Saleh Atmaja, Machhendra Setyo Ayuna, Novianty Elizabeth Azizah, Frecya Yoli Datep Purwa Saputra David Rizar Nugroho Didik Suharjito Elizabeth, Novianty Eryuniyanti Eryuniyanti* Hevi Novianti HUDI SANTOSO Komalawati, Euis Lely Ariannie Made Wilantara Made Wiliantara Mega Ayu Permatasari Meuthia Indah Musa Hubeis Novianty Elizabeth Novianty Elizabeth Ayuna Novianty Elizabeth Ayuna Novianty Elizabeth Ayuni Oman Sukmana Peresa, Santya Ram, Mutia Putri Sani Samri Abdullah Yoel Ulimpa Yusuf, M. Ali