DIGITAL AUDIENCE PERSONA; THE PHYGITAL CAMPUS REVOLUTION FOR CAREER CENTER DEVELOPMENT AND UNIVERSITY BRANDING

senny luckyardi (Universitas Komputer, Indonesia)
Raeni Santy (Universitas Komputer, Indonesia)
Donny Reza (Universitas Komputer, Indonesia)
Muhamad Fahrezi (Universitas Komputer, Indonesia)
Florian Vlad (Ovidius University, Constanta Romania)

Jurnal Riset Bisnis dan Manajemen
Vol. 19 No. 2 (2026): August Edition

This research outlines a phygital campus revolution strategy through the development of a data-driven Digital Audience Persona (DIA-PER) for university career centers. Unlike conventional tracer studies, DIA-PER creates a holistic profile by integrating physical data (academic performance, organizational involvement) with digital activity (online portfolios, coursework, professional social media). Using Focus Group Discussions and Latent Class Analysis (N = 400), the study maps graduate typologies within a smart university framework. The results demonstrate that DIA-PER transforms career centers into real-time phygital platforms that optimize graduate employability and accurately match talent with industry needs. Beyond improving recruitment precision, this data-driven system elevates university brand value and systematically mitigates educated unemployment and job mismatch.