Pemanfaatan Aplikasi LinkedIn Dalam Membangun Personal Branding Mahasiswa Semester 8 Komunikasi Digital Dan Media

Abstract

This study aims to analyze the influence of LinkedIn utilization on the personal branding of eighth-semester students in the Digital Communication and Media Study Program. The research focuses on the use of LinkedIn as a professional platform through networking activities, profile completeness, professional interactions, and career development. This study employed a quantitative approach using a survey method 
involving 75 respondents selected through purposive sampling techniques. Data were collected through Likert-scale questionnaires and analyzed using SPSS through validity, reliability, normality, simple linear regression, and coefficient of determination tests. The results indicate that LinkedIn utilization has a significant relationship with students’ personal branding. Activities such as building professional connections, showcasing portfolios, organizational experiences, and certifications contribute to improving 
students’ professional image in the digital space. The findings show that LinkedIn can be utilized as a strategic platform to support students readiness in facing the professional world in the digital era. This study is expected to contribute to the development of digital communication studies, particularly regarding the use of professional social media in building identity and career development among university students 
in Indonesia.