The Influence of Personal Branding and Digital Marketing of Namoy Budaya as Content Creators on Gen Z's Digital Awareness of Reggae

Abstract

The advancement of digital technology influences how Generation Z accesses and discovers music, including reggae. Personal branding and digital marketing emerged as key strategies for fostering digital awareness of this genre. This study examined the influence of personal branding and digital marketing on Generation Z’s digital awareness of reggae music. A quantitative associative approach was employed, with respondents selected through purposive sampling. The study involved 132 Generation Z music enthusiasts who completed a structured questionnaire. The collected data were analyzed using multiple linear regression. The results revealed that personal branding and digital marketing had a positive and significant impact on Generation Z’s digital awareness, with digital marketing exerting a stronger influence than personal branding. These findings are expected to be a reference for music industry promotional strategies, particularly in introducing alternative music genres through social media platforms.