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All Journal Jurnal Ilmu Kelautan Spermonde JOURNAL OF HEALTHCARE TECHNOLOGY AND MEDICINE PRISMA Al-I´lam: Jurnal Komunikasi dan Penyiaran Islam Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan SENTRALISASI Zawiyah: Jurnal Pemikiran Islam Jurnal Basicedu Jurnal Pedagogik Olahraga JUTIS : Jurnal Teknik Informatika Journal of Enterprise and Development (JED) JOURNAL EDUCATIONAL OF NURSING(JEN) Unistek: Jurnal Pendidikan dan Aplikasi Industri Jurnal Sisfotek Global Psikoborneo : Jurnal Ilmiah Psikologi SINTA Journal (Science, Technology, and Agricultural) Journal of Coastal and Ocean Sciences Devotion: Journal of Research and Community Service Jurnal Ekonomi Syariah Pelita Bangsa JIMTEK el-Buhuth: Borneo Journal of Islamic Studies Jurnal Basicedu West Science Interdisciplinary Studies West Science Interdisciplinary Studies Al Manba Al-Muhith : Jurnal Ilmu Qur'an dan Hadits Waralaba : Journal Of Economics and Business PESHUM JIEP: Jurnal Ilmu Ekonomi dan Pembangunan Journal of Social Entrepreneurship and Creative Technology
Mahmudin Mahmudin, Mahmudin
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Journal : SENTRALISASI

 1 
Analysis of Lecturer Performance Effectiveness: The Role of Personal Branding, Social Media and Digital Products with Digital Economy Moderation in Private Universities in Tangerang Sukaesih, Imas; Bastian, Asep Ferry; Mahmudin, Mahmudin; Saidiah, Saidiah; Rifa’i, Ahmad Zaenur
SENTRALISASI Vol. 15 No. 2 (2026): May
Publisher : Universitas Muhammadiyah Sorong

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33506/sl.v15i2.5362

Abstract

This study aims to analyze lecturer performance effectiveness by examining the roles of personal branding, social media, and digital products, moderated by the digital economy. Specifically, it examines the direct effects of these variables and how the digital economy moderates their relationship with performance. A quantitative approach using a cross-sectional survey was applied. Data from 105 lecturers at private universities in Tangerang were analyzed with SEM-PLS. Findings reveal that personal branding and social media have a significant positive effect on performance. In contrast, digital products show a significant negative effect, potentially due to adaptation burdens and uneven digital literacy. The digital economy moderates these relationships selectively: it strengthens the effect of social media, weakens the effect of personal branding, and does not moderate the link between digital products and performance. These findings imply that universities should design structured digital literacy policies, strengthen academic branding programs, and establish supportive technology governance. Theoretically, this study contributes by integrating the digital economy as a selective moderator into the performance model and providing contextual evidence on digital adaptation in Indonesian higher education. 
Co-Authors , Deviona, , Aderus, Andi Akhmad Rusydi, Akhmad al-Amruzi, Fahmi Alrumayh, Safa Husayn Analisa, Widya Anwar, Chairanisa Apriliansyah, Ahmad M Asep Sulaeman, Asep Asyura, Finaul Bahamisy, Muhammad Hamid Muhammad Bastian, Asep Ferry Budi Rahmat Hakim Devi Susiati Diah Rahmawati Dora Palupi Edi Supriyadi Hamzah Hamzah Haq, Fadhli Fathul Hasanah, Marhamah Syahnur Herdawati, Siti Hikmaturruwaida, Hikmaturruwaida Hutabarat, Alek Kristianto Imam Halim Mursyidin Jayadih, Jayadih Judijanto, Loso Khamaludin, Khamaludin Khotimah, Indah Khusnul Ma'rifani Fitri Arisa Manikam, Muthu Ratna Masuwd, Mowafg Muhamad Fauzi Muthmainah , Hanifah Nurul Nafi, Muhammad Nelvia Nelvia Nurcahyadi, Nurcahyadi Nurkadri, Nurkadri Polapa, Funty Septiyawati Prasetyo, Dimas Nur Putri, Alfiana Tiara Rahma, Rindia Aulia Rani Sugiarni Ridwan Sukimin Rifa’i, Ahmad Zaenur Rizky Aulia Rosjanuardi, Rizki Ruwaida, Hikmatu Saidiah, Saidiah Saipudin, Saipudin saputra, Farid daeto Sauqi, Muhammad Shofiyah Anjani, Anisa Siregar, Yan Indra Subehan, Ahmad Sujana, Dadang Sukaesih, Imas Sukarta Sukarta Sukimin, Ridwan Susianti, Helda Syam, Syahriani Syarifuddin Syarifuddin Tamba, Raymond Pardamean Taroreh, Bangkit Seandi Tatang Herman, Tatang Ulayya, Muhammad Sholah Veranika, Veranika Wardayani Wardayani, Wardayani Widyasari, Ruri Yasa, Andi Nirwana Saputri Yusawinur Barella