Pengaruh Personal Branding dan Modal Sosial Terhadap Kesiapan Kerja (Studi Penggunaan LinkedIn Pada Alumni Universitas Lampung)

Dinda Hernanda, Nova Mardiana, Luthfi Firdaus

Sari


This study aims to examine the effect of personal branding and social capital on employability, utilizing LinkedIn as a social media platform. A quantitative research methodology was employed, with data collected through questionnaires distributed to 165 alumni of the University of Lampung who actively use LinkedIn, using a Likert scale. The sampling technique applied was purposive sampling. Data analysis was conducted using multiple linear regression with the assistance of SPSS 26 software. The results support the proposed hypotheses, indicating that personal branding has a positive and significant effect on employability, and that social capital also has a positive and significant effect on employability. Based on these findings, it is recommended that University of Lampung alumni who actively use LinkedIn further enhance their professional image by expanding their professional networks or connections on the platform. Additionally, alumni are encouraged to deepen their project management skills—including budget, time, and quality management—to strengthen their competitiveness in the job market. Alumni should also improve their teamwork capabilities by developing their ability to identify, formulate, and analyze problems effectively.
Keywords:
Personal Branding, Social Capital, Employability

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Referensi


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DOI: https://doi.org/10.37531/mirai.v10i1.8618

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