<![CDATA[This study aims to examine the influence of Marc Klok's Personal Branding on the Brand Image of Mills Sport among followers of the @millssportid Instagram account. A quantitative survey method was employed involving 214 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed using IBM SPSS Statistics, including descriptive analysis, simple linear regression, t-test, correlation coefficient, and coefficient of determination. The results indicate that the Personal Branding variable obtained a mean score of 3.36, while the Brand Image variable obtained a mean score of 3.31, both categorized as very good. Regression analysis showed a significance value of 0.000 (<0.05) with a t-value of 12.465, indicating that Marc Klok's personal branding has a positive and significant effect on Mills Sport's brand image. The correlation coefficient of 0.651 indicates a strong relationship, while the R Square value of 0.423 shows that personal branding explains 42.3% of the variance in brand image, with the remaining 57.7% influenced by other factors]]>
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