Dampak Harga Diri, Literasi Media, dan Kreativitas: Strategi Personal Branding Mahasiswa Manajemen Generasi Z Universitas Kristen Teknologi Solo
DOI:
https://doi.org/10.37481/jmeb.v6i3.2142Keywords:
Self-Esteem, Media Literacy, Creativity, Personal branding, Generation ZAbstract
The increasing use of Instagram among Generation Z has transformed the platform from a communication tool into an important medium for developing personal branding. Although previous studies have examined factors related to personal branding, limited attention has been given to the combined influence of self-esteem, media literacy, and creativity among university students. This study aims to examine the effects of self-esteem, media literacy, and creativity on the personal branding of Generation Z management students at Solo Christian Technology University. A quantitative approach was employed using a survey method. Data were collected from 40 students selected through purposive sampling and measured using a four-point Likert scale. The data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, partial (t-test), simultaneous (F-test), and the coefficient of determination (R²). The findings indicate that self-esteem, media literacy, and creativity each have a positive and significant effect on personal branding. Simultaneously, these variables explain 55.6% of the variation in personal branding, while the remaining 44.4% is influenced by other factors beyond the scope of this study. These findings highlight the importance of psychological and digital competencies in strengthening personal branding among Generation Z students in the digital environment.
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