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Abstract

ABSTRACT

Content creators face significant challenges in maintaining audience engagement and social relevance amidst dynamic platform algorithms. This study analyzes YouTuber Asian Survivor's personal branding strategy in building authenticity, engagement, and audience donation motivation using a mixed-methods approach. Quantitative analysis employed t-tests and binary logistic regression on 101 videos, while qualitative analysis was conducted through in-depth interviews and observation. Results indicate that neither vulnerable nor inspiring narrative types significantly differentiate engagement levels; however, videos that successfully raised donations exhibited significantly higher engagement rates. Regression analysis proved that an increase in engagement rate raises donation probability by 2.5 times. Qualitative findings reinforce these data, showing that creator strategies based on transmigration niche specialization, "anti-gimmick" transparency, and participatory emotional bonding effectively build trust. This study concludes that voluntary donations are the ultimate manifestation of behavioral engagement driven by authentic and consistent personal branding, rather than mere content dramatization.

Bahasa Abstract

ABSTRAK

Kreator konten menghadapi tantangan signifikan dalam mempertahankan keterlibatan audiens dan relevansi sosial di tengah dinamika algoritma platform. Penelitian ini bertujuan menganalisis strategi personal branding YouTuber Asian Survivor dalam membangun authenticity, engagement, dan motivasi donasi audiens melalui pendekatan mixed methods. Analisis kuantitatif menggunakan t-test dan regresi logistik biner pada 101 video, sedangkan analisis kualitatif dilakukan melalui wawancara mendalam dan observasi. Hasil menunjukkan bahwa jenis narasi rentan maupun inspiratif tidak membedakan tingkat engagement secara signifikan, namun video yang berhasil menggalang donasi memiliki engagement rate yang jauh lebih tinggi. Analisis regresi membuktikan bahwa kenaikan engagement rate meningkatkan peluang donasi sebesar 2,5 kali lipat. Temuan kualitatif memperkuat data tersebut, dimana strategi kreator yang berbasis spesialisasi niche transmigrasi, transparansi "anti-gimmick", dan ikatan emosional partisipatif terbukti ampuh membangun kepercayaan (trust). Penelitian ini menyimpulkan bahwa donasi sukarela merupakan manifestasi puncak dari behavioral engagement yang didorong oleh personal branding yang autentik dan konsisten, bukan sekadar hasil dramatisasi konten.

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