PENGARUH PERSONAL BRANDING, WORK ABILITY, DAN SELF-CONFIDENCE DI DALAM SOSIAL MEDIA LINKEDIN TERHADAP KESIAPAN KERJA GENERASI Z
Keywords:
personal branding, work ability, self-confidence, work readiness, LinkedIn, personal branding, work ability, self-confidence, kesiapan kerja, LinkedInAbstract
This study aims to analyze the influence of personal branding, work ability, and self-confidence through LinkedIn social media on Generation Z’s work readiness. This research employed a quantitative approach using a survey method by distributing questionnaires to Generation Z students of Universitas Negeri Jakarta, class of 2022. The collected data were analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method. The results indicate that personal branding and work ability have a positive and significant effect on work readiness. Meanwhile, self-confidence does not show a significant effect on work readiness. These findings suggest that Generation Z’s work readiness is more strongly influenced by the ability to build a professional image and demonstrate relevant work skills through LinkedIn rather than internal self-confidence factors. This study is expected to contribute to the development of strategies for enhancing students’ work readiness in the digital era.
Penelitian ini bertujuan untuk menganalisis pengaruh personal branding, work ability, dan self-confidence di dalam media sosial LinkedIn terhadap kesiapan kerja Generasi Z. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui kuesioner yang disebarkan kepada Generasi Z, khususnya pada mahasiswa rumpun manajemen Universitas Negeri Jakarta angkatan 2022. Data yang diperoleh dianalisis menggunakan metode Structural Equation Modeling–Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa personal branding dan work ability berpengaruh positif dan signifikan terhadap kesiapan kerja. Sementara itu, self-confidence tidak menunjukkan pengaruh signifikan terhadap kesiapan kerja. Temuan ini mengindikasikan bahwa kesiapan kerja Generasi Z lebih dipengaruhi oleh kemampuan membangun citra profesional dan kesiapan kemampuan kerja yang dapat ditampilkan secara nyata melalui platform LinkedIn, dibandingkan faktor kepercayaan diri secara internal. Penelitian ini diharapkan dapat memberikan kontribusi bagi pengembangan strategi peningkatan kesiapan kerja mahasiswa di era digital.
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