Amira, Fista (2026) TA: Food Creator X Brand : Shaping Consumer Perception. Undergraduate thesis, ITEBIS PGRI Dewantara.
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Abstract
Perkembangan media sosial telah menciptakan ruang baru bagi para food creator untuk memengaruhi preferensi dan persepsi konsumen. Penelitian ini bertujuan untuk memahami strategi yang digunakan oleh food creator dalam membentuk persepsi konsumen melalui kolaborasi bersama brand. Dengan pendekatan kualitatif cyber phenomenology, studi ini melibatkan tiga subjek: Kharisma PC, Urimiji (Michelle & Jimmy), dan Nicky Tirta. Temuan menunjukkan bahwa personal branding, pendekatan soft selling, visual storytelling, serta selektivitas kolaborasi menjadi kunci keberhasilan dalam membangun engagement dan membentuk persepsi positif konsumen terhadap produk yang dipromosikan. Kata kunci: food creator, persepsi konsumen, kolaborasi brand, cyber phenomenology, soft selling, personal branding
| Item Type: | Thesis (Undergraduate) | ||||||
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| Uncontrolled Keywords: | food creator, persepsi konsumen, kolaborasi brand, cyber phenomenology, soft selling, personal branding | ||||||
| Subjects: | H Social Sciences > HU General Management | ||||||
| Divisions: | Fakultas Ekonomi dan Bisnis > S1 Manajemen | ||||||
| Depositing User: | ary sistha rahmawati | ||||||
| Date Deposited: | 10 Jan 2026 04:20 | ||||||
| Last Modified: | 10 Jan 2026 04:43 | ||||||
| URI: | http://repository.itebisdewantara.ac.id/id/eprint/5848 |
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