Shieren Pranoto Primary Author mixed material bibliography Jakarta LSPR 2025 en English

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This research aims to analyze the influence of Tasya Farasya's personal branding as the owner of the Mother of Pearl brand on brand success and consumer purchasing decisions. In the digital era, influencers play a dual role not only as endorsers but also as brand owners who shape consumer perception and behavior. This research employs a quantitative method using a survey of 103 respondents who follow the Instagram account @mop.beauty. Data were analyzed using simple linear regression and mediation analysis with the Sobel test.The study is grounded in the Elaboration Likelihood Model (ELM), which explains that consumers process persuasive messages through two routes: the central route and the peripheral route. Tasya Farasya's personal branding functions as a peripheral cue that builds positive perceptions of the brand and drives purchasing decisions, especially among consumers with lower involvement in information processing.The results reveal that Tasya Farasya’s personal branding has a significant positive effect on the success of the Mother of Pearl brand. Furthermore, brand success significantly influences consumer purchasing decisions. Mediation analysis confirms that brand success significantly mediates the relationship between personal branding and purchasing decisions. This indicates that personal branding impacts purchasing behavior both directly and indirectly through the perception of brand success. These findings highlight the importance of personal branding strategies in building brand equity and influencing purchasing behavior in the cosmetics industry. Keyword: Personal Branding, Brand Success, Purchasing Decision, Influencer, Brand Owner, Elaboration Likelihood Model, Tasya Farasya, Mother of Pearl Marketing Communication 2025 Skripsi-Kuantitatif Dr. Veronika Trimardhani, M.Si. Psi. Shieren Pranoto NONE Library LSPR Institute of Communication and Business Amani Library Management System S1.MKT.148.25 S102896SP Hanya Tersedia Softcopy S1.MKT.148.25 sampul_skripsi.jpeg.jpeg 9777 2025-12-29 13:26:23 2026-01-06 13:32:30 machine generated