Pengaruh Personal Branding Prilly Latuconsina terhadap Citra Produk Implora Urban Eyebrow Pencil pada Followers Tiktoknya
DOI:
https://doi.org/10.55606/juitik.v6i2.2149Keywords:
Implora, Personal Branding, Product Image, Public Figure, TikTokAbstract
This study examines the influence of a public figure’s personal branding on the formation of product image on TikTok from a digital Public Relations perspective. The research focuses on Prilly Latuconsina’s personal branding and its relationship with the image of Implora Urban Eyebrow Pencil among her TikTok followers. A quantitative approach with a survey method was employed. The population consisted of more than 10.8 million followers of Prilly Latuconsina’s TikTok account. Using the Slovin formula with a 10% margin of error, 100 respondents were selected through accidental sampling. The respondents were female followers aged 17–30 years who actively engaged with Prilly’s content. Data were collected using a Likert-scale questionnaire and analyzed through simple linear regression with SPSS. The findings indicate that Prilly Latuconsina’s personal branding is perceived at a high level, while the image of Implora Urban Eyebrow Pencil is viewed positively. These results suggest that consistency, credibility, and authenticity of a public figure on social media play a crucial role in shaping product perceptions among audiences.
References
Anggraeni, D., Triany, N. A., Apriyanto, A., & Sutresna, A. (2025). Komunikasi Korporat: Seni dan Strategi Membangun Citra Perusahaan. PT. Sonpedia Publishing Indonesia.
Askara. (2025, April 8). Sukses dengan Urban Series, Implora luncurkan produk eyeshadow. Askara.
Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7. https://doi.org/10.1016/j.chb.2016.11.009
Jefkins, F. (2003). Public relations. Pearson Education.
Jenei, S., Molnár, S., Szalai, S. M., & Józsa, L. (2024). Self-marketing: Empirical research from the users’ perspective. Journal of Infrastructure Policy and Development, 8(16), 9702. https://doi.org/10.24294/jipd9702
Kasali, R. (2003). Manajemen public relations: Konsep dan aplikasi. Grafiti.
Keller, K. L. (2016). Strategic brand management: Building, measuring, and managing brand equity (4th ed.). Pearson Education.
Labrecque, L. I., Markos, E., & Milne, G. R. (2011). Online personal branding: Processes, challenges, and implications. Journal of Interactive Marketing. https://doi.org/10.1016/j.intmar.2010.09.002
Lee, J. A., & E. M. (2021). TikTok and the new influencer culture: How short-form video content shapes consumer perception. Journal of Communication Technology.
Marwick, A. (n.d.). Influencers: A critical analysis of the role of social media celebrities in shaping culture. Oxford University Press.
Montoya, P., & Vandehey, T. (2009). The brand called you: Make your business stand out in a crowded marketplace. McGraw-Hill.
Nurmawandini, E. R., & Mutiah, T. (2025). Analisis strategi komunikasi Kiky Saputri dalam membangun citra diri di media sosial (@ Kikysaputrii). AL-MIKRAJ Jurnal Studi Islam Dan Humaniora, 6(1), 838–847. https://doi.org/10.37680/almikraj.v6i1.8343
Osei, A. B., & Anim-Wright, K. (2024). Personal branding: A systematic literature review. International Journal of Marketing Studies, 16(1), 30. https://doi.org/10.5539/ijms.v16n1p30
Peters, T. (1997). The brand called you. Fast Company, 10(10), 83.
Ruslan, R. (2013). Manajemen public relations & media komunikasi. Rajawali Pers.
Safitri, D. P., Rinuastuti, B. H., & Sakti, D. P. B. (2024). The influence of personal branding and live streaming on impulse buying mediated by consumer trust among TikTok e-commerce users. Asian Journal of Management Entrepreneurship and Social Science, 04(04), 914–932.
Sari, I., & Utara, M. S. (2024). Indah Sari. 17(September), 1–15.
Septiani, Y., Aribbe, E., & Diansyah, R. (2020). Analisis kualitas layanan sistem informasi akademik Universitas Abdurrab terhadap kepuasan pengguna menggunakan metode SERVQUAL (Studi Kasus: Mahasiswa Universitas Abdurrab Pekanbaru). Jurnal Teknologi Dan Open Source, 3(1), 131–143. https://doi.org/10.36378/jtos.v3i1.560
Uchjana, I. (2019). Ilmu Komunikasi, Teori dan Praktek. In Komunikasi dalam sebuah organisasi.
West, R., & Turner, L. H. (2010). Introducing communication theory: Analysis and application (4th ed.). McGraw-Hill.
Widyaputra, F. A. (2025). Strategi personal branding dalam meningkatkan kredibilitas dan daya saing influencer. Indonesian Journal of Intellectual Publication, 5(3), 277–286. https://doi.org/10.51577/ijipublication.v5i3.666
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Jurnal Ilmiah Teknik Informatika dan Komunikasi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
