ABSTRACT
THE INFLUENCE OF INSTAGRAM USAGE IN BUILDING PERSONAL BRANDING AMONG COMMUNICATION SCIENCE STUDENTS OF THE 2021-2024 BATCH, FACULTY OF SOCIAL AND POLITICAL SCIENCES, MUHAMMADIYAH UNIVERSITY OF PONOROGO
NURIYAH ULFA KAROMAH
21240947
This research aims to determine the extent of the influence of Instagram usage in building personal branding among Communication Science students of the 2021-2024 batch, Faculty of Social and Political Sciences, Muhammadiyah University of Ponorogo. In today's digital era, social media has become an essential tool for building self-image, one of which is through Instagram, a platform widely used by young people. This study employs a quantitative method with data collection techniques in the form of questionnaires distributed to 40 respondents from a total population of 411 students. The independent variable in this research is Instagram usage, measured by cognitive, affective, and social indicators. Meanwhile, the dependent variable is building personal branding, measured through indicators such as expressing personality and personal values, consistency of self-image, competence and skills for social validation, as well as visibility and self-existence. The data were analyzed using validity tests, reliability tests, and simple linear regression analysis. The results of the study indicate a significant influence between Instagram usage and building personal branding among Communication Science students of the 2021-2024 batch, Faculty of Social and Political Sciences, Muhammadiyah University of Ponorogo. Thus, proper use of Instagram can be an effective strategy for building a positive self-image both in academic and professional environments.
Keywords: Instagram, Personal Branding, Students, Communication Science, Social Media.