Public Accounting vs Private Accounting: Pengaruh Personal Branding terhadap Pilihan Karir Mahasiswa Akuntansi di Kota Padang

Rania Isra Athalla (Fakultas Ekonomi dan Bisnis, Universitas Negeri Padang, Padang)
Mayar Afriyenti (Fakultas Ekonomi dan Bisnis, Universitas Negeri Padang, Padang)

Jurnal Eksplorasi Akuntansi (JEA)
Vol 6 No 1 (2024): Jurnal Eksplorasi Akuntansi (JEA)

This study means to decide the amount of impact personal branding has on career choices of accounting students in picking a profession as a public accountant or private accountant. This study utilizes Holland's career choice theory. The population of this study were S1 accounting students in Padang City and information assortment was done utilizing a survey that was conveyed straightforwardly and through g form to accounting students at 6 colleges in Padang City. Hypothesis testing utilizing logistic regression analysis. The outcomes showed that 33.5% of the personal branding variable could impact the career choice variable of accounting students while the rest was affected by different factors.