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All Journal Optimal: Jurnal Ekonomi dan Manajemen
Debora Siahaan
Universitas Komputer Indonesia

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Implementasi Personal Branding dan Pemanfaatan Media Sosial Marketing sebagai Upaya Memperkuat Niat Berwirausaha Debora Siahaan; Eddy Soeryanto Soegoto; Rahma Wahdiniwaty
OPTIMAL Jurnal Ekonomi dan Manajemen Vol. 6 No. 2 (2026): Juni: OPTIMAL: Jurnal Ekonomi dan Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/optimal.v6i2.10573

Abstract

The low level of entrepreneurial intention among students is often caused by a lack of self-confidence and professional credibility within the digital ecosystem. This study aims to analyze how the implementation of personal branding and the utilization of social media marketing can strengthen students' entrepreneurial intentions. The research method employed is a systematic narrative literature review of 20 scientific articles (80% international and 20% national) published within the last five years. Data were synthesized using the Theory of Planned Behavior (TPB), Social Cognitive Theory (SCT), and Resource-Based View (RBV) frameworks. The research findings indicate that personal branding functions as an intangible asset that enhances students' self-efficacy, while social media marketing serves as a low-risk incubation space providing instantaneous market validation. The results of the analysis reveal a paradigm shift from product-based entrepreneurship toward identity-based (human-centric) entrepreneurship. The synergy between a strong self-image and the strategic use of digital platforms is proven to significantly increase students' perceived behavioral control in starting a business. The implications of this research emphasize the importance of higher education institutions integrating entrepreneurial curricula with digital branding strategies to equip students with professional legitimacy in the global market.
Co-Authors Eddy Soeryanto Soegoto Rahma Wahdiniwaty