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All Journal Gorga : Jurnal Seni Rupa JURNAL ITENAS REKARUPA Ars: Jurnal Seni Rupa dan Desain Jurnal Sosioteknologi Journal of Visual Art and Design JADECS (Journal of Art, Design, Art Education and Culture Studies) Panggung Jurnal Desain 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 International Journal of Management, Entrepreneurship, Social Science and Humanities (IJMESH) Kartala Visual Studies Panggung Serat Rupa: Journal of Design
Budiwaspada, Agung Eko
Institut Teknologi Bandung
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice 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 Achmad Syarief Achmad Syarief Aflah Hanif Hariadi Agus Nugroho Ujianto Agus Nugroho Ujianto, Agus Nugroho Agus Sachari Akmal Alvanov Zpalanzani Mansoor Anak Agung Ngurah Gede Marhendra Ananta Aristia Karina Andreas Kurniawan Annisa Dinar Azahra ARI KURNIAWAN Aris Kurnia Wicaksono Ayuningtias Ramadhani Bangun Asmo Darmanto Cama Juli Rianingrum Candra Prayogi Cavin Joo Dauneeaaron Danang Adi Wiratama Darfi Riskavirwan Deddy Wahjudi Dewi Iriani Dipa Sandi Dewanty Dudy Wiyancoko Dwinita Larasati Elda Franzia Jasjfi Fadillah Fadillah Faikar Izzani G. PRASETYO ADHITAMA Ganal Rudiyanto Handayani Madania Insani Henry Wijaya Henry Wijaya, Henry Ifa Shafira Mustikadara Irfansyah Irfansyah Irfansyah Irfansyah Joedawinata, Ahadiat Krishna Hutama M Fikri Akbar Mansoor, Alvanov Z. Milenia Aziz Naomi Haswanto Nayla Almira Vasthi Pandu Lazuardy Patriari R. Bhima Danniswara Rendy Iswanto Rhomina Hestiningtyas Riki Himawan Mulyadi Robby Firmansyah Rumondang Theresia Juniarta Sangayu Ketut Laksemi Nilotama Sheilla Puspita Sru Setyohadi Syarifah Arsitadewi Putri Gayanti Utomo, R. Drajatno Widi Wegig Murwonugroho Wijil Susetyo Gunarso Wiraseptya, Tedy Yan Yan Sunarya Yasraf Amir Piliang