Pengaruh Media Sosial terhadap Personal Branding

Abstract

The development of information and communication technology in the digital era has brought major changes in the way people interact and build their self-image. The presence of social media platforms such as Instagram, TikTok, LinkedIn, and X is not only used as a means of communication, but also as a medium to showcase individual identity, abilities, and strengths to the wider public. Social media enables individuals to shape public perception more quickly, broadly, and effectively compared to conventional media. This study aims to determine the relationship between social media and personal branding. The research method used is a quantitative approach with data collection techniques conducted through questionnaires. The sample in this study consisted of 100 respondents. The research instrument consisted of 10 question items for the social media variable and 10 items for the personal branding variable using a Likert scale of 1–5. The results of the study indicate that there is a positive and significant relationship between social media and personal branding, with a correlation coefficient value of 0.62 and a significance level of 0.000 < 0.05. The regression test results show that social media has an influence of 38% on personal branding. Therefore, it can be concluded that the higher the use of social media, the stronger the individual’s personal branding.