PENGARUH ENDORSEMENT DAN PERSONAL BRANDING INFLUENCER TERHADAP BRAND IMAGE “EATSAMBEL”

This study aims to examine the influence of endorsement and personal branding influencers on “Eatsambel”'s brand image. Marketing strategies through influencers are one of the effective ways to build consumer perceptions of a brand. This study uses a quantitative explanatory research method. Data were obtained through questionnaires to 246 respondents taken by purposive sampling from the consumer population who buy and consume “Eatsambel” products domiciled in Malang City. Multiple linear regression analysis and hypothesis testing of the relationship between endorsement, personal branding, and brand image show that influencer endorsement has a positive and significant effect on “Eatsambel”'s brand image. In addition, personal branding influencers also have a significant influence in forming a strong brand image in the minds of consumers. These findings emphasize the importance of selecting influencers that are in accordance with brand values and identities in digital marketing strategies.