PENGARUH PERSONAL BRANDING MARC KLOK TERHADAP CITRA MEREK MILLS SPORT (STUDI PADA FOLLOWERS AKUN INSTAGRAM @MILLSSPORTID)
DOI:
https://doi.org/10.71282/jurmie.v3i8.2539Keywords:
Personal Branding, Marc Klok, Brand Image, Mills Sport.Abstract
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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