Aryadwinata, Master jati pribadi and , Dr. Edy Purwo Saputro, S.E., M.Si. (2026) Pengaruh Personal Branding Dan Engagement Vtuber Terhadap Pendapatan Donasi. Skripsi thesis, Universitas Muhammadiyah Surakarta.
![[img]](https://eprints.ums.ac.id/style/images/fileicons/application_pdf.png) |
PDF (Naskah Publikasi)
Naskah Publikasi.pdf Download (426kB) |
|
PDF (Surat Pernyataan Publikasi)
Surat Pernyataan Publikasi.pdf Restricted to Repository staff only Download (789kB) |
Abstract
This study examines the relationship between personal branding, engagement, and audience donation in the context of Kobo Kanaeru’s VTuber live streaming. The study is based on the assumption that a creator’s digital identity and character do not necessarily generate financial support directly, but may operate through audience engagement as an intervening process. This research employed a quantitative approach using a survey method involving 107 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed through linear regression and Sobel mediation testing with IBM SPSS Statistics. The findings show that personal branding has a positive and significant effect on engagement, with a significance value of 0.004 < 0.05. Engagement also has a positive and significant effect on donation, with a significance value of 0.000 < 0.05. However, the direct effect of personal branding on donation becomes insignificant after engagement is included in the model, as indicated by a significance value of 0.106 > 0.05. The Sobel test shows a significance value of 0.010 < 0.05, indicating that engagement mediates the relationship between personal branding and donation. These findings suggest that audience donation is shaped more strongly by cognitive, emotional, and behavioral engagement than by personal branding directly.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | personal branding, engagement, VTuber, donation behavior, Kobo Kanaeru, live streaming |
| Subjects: | H Social Sciences > HE Communications H Social Sciences > HE Communications > Public Relations H Social Sciences > HE Communications > Social Media H Social Sciences > HE Communications > Social Media > Youtube |
| Divisions: | Fakultas Komunikasi dan Informatika > S1 Ilmu Komunikasi |
| Depositing User: | MASTER JATI PRIBADI ARYADWINATA |
| Date Deposited: | 20 Jul 2026 03:14 |
| Last Modified: | 20 Jul 2026 03:14 |
| URI: | http://eprints.ums.ac.id/id/eprint/146153 |
Actions (login required)
 |
View Item |
