Analysis of the Effect of TikTok Content on Improving Job Seekers Personal Branding : A Mix Method Study
DOI:
https://doi.org/10.59890/ijist.v3i1.162Keywords:
Personal Branding, Generation Z, TikTok Content, Job Seekers, Social Media InfluenceAbstract
In today's digital era, social media platforms such as TikTok have become a phenomenon that attracts people's attention, especially Generation Z. The TikTok platform has become a popular tool for building and strengthening the personal branding of new graduates in Indonesia. This study aims to analyze how TikTok content affects job seekers in Indonesia. The data collection used a mixed-method approach, combining quantitative and qualitative methods. Data was collected through questionnaires, in-depth interviews, and documents to get a more in-depth and holistic picture. Gen Z job seekers and active TikTok users as research subjects. Based on the results of data analysis, the research shows that TikTok content positively impacts the personal branding of job seekers in Indonesia appropriately and consistently. The average value of the TikTok Content variable is at 55.65% of the possible value range, while the average of the Personal Branding Improvement variable is at 54.17%. Both variables show positive perceptions, with slightly more variation in the Personal Branding Improvement variable than TikTok Content. In conclusion, TikTok can significantly enhance job seekers' branding by displaying creative, relevant, and consistent content. Overall, this article contributes positively to the improvement of the press.
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