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All Journal Jurnal Komunikasi Jurnal Bakti Masyarakat Indonesia
Fiona CH Bernadett
Universitas Tarumanagara
Agriculture, Biological Sciences & Forestry Education Electrical & Electronics Engineering Languange, Linguistic, Communication & Media Social Sciences Other

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MEMBANGUN CITRA DIRI POSITIF MELALUI PEMBELAJARAN TENTANG PERSONAL BRANDING UNTUK GENERASI Z Wulan Purnama Sari; Claribel Halim; Fiona CH Bernadett
Jurnal Bakti Masyarakat Indonesia Vol. 8 No. 3 (2025): Jurnal Bakti Masyarakat Indonesia
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jbmi.v8i3.35620

Abstract

Generation Z is known as digital natives who are deeply connected to social media and information technology. Their involvement in the digital space has influenced various aspects of life, including the process of identity and self-image formation. Unlike previous generations who developed their identities through direct, face-to-face interactions, Generation Z is more heavily influenced by what they consume and present on social media. This creates its own set of challenges, such as identity crises, social anxiety, and pressure to meet digitally constructed social standards. In response to these issues, this Community Service Program (PKM) was carried out to provide education on the importance of personal branding as a strategy to build a positive and authentic self-image. The program was implemented at SMKN 1 Cimahi through three main phases: pre-implementation (audience engagement and initial survey), implementation (material delivery and interactive discussions), and post-implementation (evaluation, documentation, and publication). The interactive counseling method was chosen to encourage active student participation in understanding and practicing the concept of personal branding. Evaluation results showed an increase in participants' understanding of the importance of building an authentic self-image, as well as heightened awareness of digital literacy. This activity not only had a positive impact on the participants but also supported the school’s role in fostering student character development and readiness to face the challenges of the digital world. Moving forward, similar activities are expected to continue, with a focus on advanced digital literacy and the productive use of social media.
The Influence of Brand Storytelling on Perceived Brand Authenticity with Brand Trust as a Mediating Variable on Gen Z Consumers at Kopi Tuku Wulan Purnama Sari; Fiona CH Bernadett; Claribel Halim
Jurnal Komunikasi Vol. 17 No. 2 (2025): Jurnal Komunikasi
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jk.v17i2.37476

Abstract

The development of modern marketing strategies requires brands to not only offer quality products but also convey value through strong narratives. Brand storytelling is becoming an increasingly important approach, especially in reaching Generation Z, a consumer group that grew up in the digital era, is critical of authenticity, and has high expectations for brand transparency. This study aims to examine how brand storytelling influences perceived brand authenticity by considering brand trust as a mediating variable. This study focuses on Generation Z consumers of Kopi Tuku, a local brand known for its inclusive narratives. A quantitative approach was used through a survey with a purposive sampling technique, involving respondents aged 18–28 who have consumed Kopi Tuku products. Data analysis was conducted using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method through SmartPLS software. Based on the results of the study, it can be concluded that brand storytelling has a positive and significant effect on brand trust and perceived brand authenticity among Generation Z consumers at Kopi Tuku. The analysis results show that a clear, consistent, and close-to-consumer brand narrative can increase consumer trust in the brand. This study also shows that brand trust acts as a partial mediator in the relationship between brand storytelling and perceived brand authenticity. This means that good storytelling not only directly shapes the perception of brand authenticity, but also works more powerfully by building consumer trust first.
Co-Authors Claribel Halim Wulan Purnama Sari