Pengaruh Kompetensi Digital dan Personal Branding Terhadap Kesiapan Kerja - Mimah Sukmawati; Raisa Hillia Aini Syifa (Lembaga Riset Ilmiah, Yayasan Mentari Meraki Asa, 2026)
Tingginya pengangguran regional dan ketidaksiapan lulusan muda menghadapi standardisasi industri memicu urgensi penguatan kualitas modal manusia. Meskipun studi terdahulu banyak menguji kompetensi digital dan reputasi secara terpisah pada sektor makro, masih terdapat kelangkaan model yang mengintegrasikannya sebagai prediktor simultan pada skala mikro regional. Penelitian ini bertujuan menganalisis pengaruh kompetensi digital dan personal branding terhadap kesiapan kerja Generasi Z di Kota Tasikmalaya. Menggunakan metode kuantitatif eksplanatori, data dihimpun melalui kuesioner dari 68 responden menggunakan teknik purposive sampling dan dianalisis dengan regresi linear berganda. Hasil riset menunjukkan bahwa kompetensi digital (t = 4,481) dan personal branding (t = 5,205) berpengaruh positif dan signifikan terhadap kesiapan kerja, baik secara parsial maupun simultan (F = 240,347). Kontribusi nilai determinasi model mencapai 88,1%. Kebaruan penelitian ini berhasil membuktikan secara empiris integrasi Human Capital Theory dan Social Cognitive Theory dalam memetakan perilaku angkatan kerja muda di tingkat daerah. Sinergi antara kecakapan teknologi terapan (hard skills) dan manajemen impresi profesional (soft skills) menjadi strategi hu lu intervensi kebijakan ketenagakerjaan daerah. High regional unemployment and the unreadiness of young graduates to meet industry standardization underscore the urgency of enhancing human capital quality. While prior studies have extensively examined digital literacy and reputation independently at a macro level, there remains a lack of integrated models predicting work readiness at a regional micro-scale. This study aims to analyze the effect of digital competence and personal branding on the work readiness of Generation Z in Tasikmalaya City. Utilizing an explanatory quantitative method, data were gathered via questionnaires from 68 respondents selected through purposive sampling and analyzed using multiple linear regression. The empirical results demonstrate that digital competence (t = 4.481) and personal branding (t = 5.205) exert a positive and significant effect on work readiness, both partially and simultaneously (F = 240.347), with a model determination of 88.1%. The novelty of this research successfully substantiates the integration of Human Capital Theory and Social Cognitive Theory in mapping young workforce dynamics locally. Synergizing applied technological proficiency and professional impression management serves as a pivotal upstream strategy for regional employment policy interventions.