PENGARUH PENGGUNAAN INSTAGRAM TERHADAP PERSONAL BRANDING MAHASISWA KOMUNIKASI DIGITAL 61 SV IPB

Abstract

This study aims to examine the effect of Instagram usage on personal branding among Digital Communication students of 61 SV IPB. The background of this research is based on the rapid development of social media as a medium for digital communication and self-image formation. Instagram, as a visual-based platform, is widely used by students to present their identity in the digital space. This study uses a quantitative approach with a survey method. The sample consists of 78 respondents selected using Accidental sampling.
Data were collected through a Likert-scale questionnaire. Data analysis includes validity tests, reliability tests, descriptive analysis, and simple linear regression using SPSS. The results show that Instagram usage has a significant effect on personal branding with a significance value of < 0.001. The coefficient of determination (R²) is 0.465, indicating that 46.5% of personal branding is influenced by Instagram usage. Therefore, Instagram plays an important role in shaping students personal branding in the digital era.