Pengaruh Personal Branding, Penggunaan Media Sosial Dan Keterampilan Komunikasi Digital Terhadap Employability Gen-Z Di Banda Aceh

Shinta Aulia (Universitas Muhammadiyah Aceh)
Marlizar Marlizar (Universitas Muhammadiyah Aceh)
Suryani Murad (Universitas Muhammadiyah Aceh)

Sharing: Journal Of Islamic Economics, Management And Business
Vol. 5 No. 3 (2026): September, 2026

This study aims to analyze the influence of Personal Branding, Social Media Usage, and Digital Communication Skills on the Employability of Generation Z in Banda Aceh. This research employed a quantitative method with an associative approach. The population consisted of 96 individuals, and all members of the population were selected as the research sample using a saturated sampling (census) technique. The data used in this study were primary data collected through the distribution of questionnaires to the respondents. The data analysis techniques included data quality tests (validity and reliability tests), classical assumption tests (normality, multicollinearity, and heteroscedasticity tests), multiple linear regression analysis, partial significance test (t-test), simultaneous significance test (F-test), and the coefficient of determination (R²). The results of the study indicate that, partially, Personal Branding and Social Media Usage have a positive and significant effect on the Employability of Generation Z in Banda Aceh, while Digital Communication Skills do not have a significant effect on the Employability of Generation Z in Banda Aceh. Simultaneously, Personal Branding, Social Media Usage, and Digital Communication Skills have a positive and significant effect on the Employability of Generation Z in Banda Aceh.