Personal Branding Of Lecturers Generation X From The Javanese Ethnic Group (A Study at SW-University): A Study at University- SW

Berta Esti Ari Prasetya (Faculty of Economic and Business Satya Wacana Christian University, Indonesia)
Linda Kusuma (Faculty of Economic and Business Satya Wacana Christian University, Indonesia)

Asian Journal of Management, Entrepreneurship and Social Science
Vol. 4 No. 02 (2024): May, Asian Journal of Management Entrepreneurship and Social Science ( AJMESC

Various previous studies have found the importance of personal branding for the career development of lecturers in carrying out the Tri-Dharma duties of higher education institutions. However, some data in Indonesia indicate the reluctance of lecturers to develop personal branding. Javanese culture, which is the largest ethnic group in Indonesia, has philosophies that seem to have different perspectives from personal branding. This research aims to understand the attitudes of Generation X lecturers from the Javanese ethnic group regarding personal branding. A qualitative research method with a phenomenological approach is used, employing deep-interview data collection techniques, involving 5 informants from various fields of study. The results of the data analysis indicate that interpretations of the philosophies prevalent in Java can influence the attitudes toward personal branding among these lecturers.