PENGGUNAAN MEDIA SOSIAL BRANDING PRIBADI SEBAGAI MEDIA PEMBELAJARAN DALAM MENGEMBANGKAN KETERAMPILAN AKADEMIK TERHADAP PEMBELAJARAN INDEPENDEN DI ERA DIGITAL

  • Wilma Cordelia Izaak Universitas Pembangunan Nasional "Veteran" Jawa Timur
  • Nurul Azizah Universitas Pembangunan Nasional “Veteran” Jawa Timur
Abstract viewed = 0 times
PDF (Bahasa Indonesia) downloaded = 0 times

Abstract

The existence of social media is increasingly being used by various organizations to attract consumers, especially teenagers. As a form of balance in the use of social media, universities should also optimize its use to improve student academic skills. Higher education institutions are required to be able to carry out an effective learning model. Market changes require higher education institutions to have capability in innovation and responsiveness in making students able to compete so as to create quality graduates. In preparing quality students, it is influenced by the knowledge of independent learning that will be created, resulting in an increase in student activity and personal branding as capable students in the digital era. The purpose of this study was to see how much influence the personal psychology factor (personal five trait) has on the use of social media in creating personal branding and learning models in response to the objectives of independent learning and independent universities. The questionnaire was given to students who were in the university environment using purposive sampling technique and obtained 146 respondents. Reliability and validity are measured through the average variation and Cronbach's alpha analysis. The analysis uses the SEM model structure with SmartPLS which is used to test the relationship between variables. The results of the correlation test obtained scores that are all significant, the highest value on the correlation of learning media to personal branding, meaning that the personal formation of students is strongly influenced by the learning media provided. The lowest hypothesis value is found in the correlation test of learning media to social media usage, meaning that learning media has a relatively low effect on the use of social media by students.


Eksistensi social media semakin banyak di gunakan berbagai organisasi untuk menarik para konsumennya, khususnya bagi remaja. Sebagai bentuk keseimbangan pengunaan social media sudah seharusnya perguruan tinggi juga mengoptimalkan penggunaannya untuk meningkatkan skill akademik mahasiswa. Institusi pendidikan tinggi dituntut untuk mampu melakukan model pembelajaran yang efektif. Perubahan pasar menuntut institusi pendidikan tinggi untuk memiliki kepabilitas  dalam inovasi dan ketanggapan dalam membuat mahasiswa untuk dapat bersaing sehingga menciptakan lulusan yang berkualitas. Dalam mempersiapkan mahasiswa yang berkualitas dipengaruhi oleh pengetahuan tentang belajar merdeka yang akan diciptakan sehingga menghasilkan peningkatan pada keaktifan mahasiswa dan personal branding sebagai mahasiswa yang mumpuni di era digital. Tujuan penelitian ini adalah untuk melihat seberapa besar pengaruh faktor psyocology personal (personal five trait) terhadap pemanfaatan sosial media dalam menciptakan personal branding dan model pembelajaran dalam merespon tujuan pembelajaran merdeka dan universitas merdeka. Kuesioner diberikan kepada mahasiswa yang berada pada lingkungan universitas dengan menggunakan teknik sampling purposive sampling diperoleh sejumlah 146 responden. Reliabilitas dan validitas diukur melalui rata – rata variasi dan analisis Cronbach’s alpha, Analisis menggunakan struktur model SEM dengan smartPLS yang digunakan untuk menguji hubungan antar variabel. Hasil uji korelasi diperoleh nilai yang seluruhnya signfikan, nilai tertinggi pada korelasi media pembelajaran terhadap personal branding, artinya pada pembentukan personal mahasiswa sangat dipengaruhi oleh media pembelajaran yang diberikan. Nilai hipotesis terendah terdapat pada uji korelasi media pembelajaran terhadap social media usage, artinya media pembelajaran berpengaruh relative rendah terhadap penggunaan social media oleh mahasiswa.

References

Ahmad, R. ,. (2015). Criteria for Effective Authentic Personal Branding for Academic Librarians in Universiti Sains Malaysia Libraries. 6th Internatio na l Research Symposium in Service Management, IRSSM-6 2015, (pp. 452-458). malaysia : Procedia - Social and Behavioral Sciences.
Alan, A. K. (2016). The Effect of Personal Factors on Social Media Usageof Young Consumers. 12th International Strategic Management Conference, ISMC 2016, 28-30 October 2016, Antalya, (pp. 595-602). malaysia : Procedia - Social and Behavioral Sciences.
Amichai-Hamburger, Y. a. (2010). Social network use and personality. Computers in human behavior, 26(6), 1289-1295.
Angulo-Ruiz, F., Donthu, N., Prior, D., & Rialp, J. (2018). How does marketing capability impact abnormal stock returns? The mediating role of growth. Journal of Business Research, 82(March 2017), 19–30. https://doi.org/10.1016/j.jbusres.2017.08.020
Aspari. (2016). Media Sosial Sebagai Media Pembelajaran Bahasa Pada Masyarakat Modern. Simposium Nasional Ilmu Pengetahuan dan Teknologi (SIMNASIPTEK) 2016 (pp. 10-17). Bogor : Prosiding SIMNASIPTEK.
Azizah,N. 2018. " The Reinforcement of Certainty Perception on Social Media Advertisement: Dual-Process Theory Perspective . The International Journal of Applied Business. 2/1. Pages: 50-57
Azizah, N dan Farida, SN (2018).Penguatan Brand Commitment Pada Perguruan Tinggi: Analisis Brand Orientation Dan Brand Involvement Berdasarkan Career Stage (Studi Pada Universitas Pembangunan Nasional (UPN)“Veteran” Jawa Timur) . Dinamika Administrasi : Jurnal Ilmu Administrasi dan Manajemen. 1/01. Hal. 56-67
Butt, S. a. (2008). Personality and self reported mobile phone use . Computers in Human Behavior, 24(2), 346-360.
Cacciolatti, L., & Lee, S. H. (2016). Revisiting the relationship between marketing capabilities and firm performance: The moderating role of market orientation, marketing strategy and organisational power. Journal of Business Research, 69(12), 5597–5610. https://doi.org/10.1016/j.jbusres.2016.03.067
Creswell, J. (2012). Research Design (Pendekatan Kualitatif, Kuantitatif dan Mixed). Yogyakarta: : Pustaka Pelajar
Correa, T. H. (2010). Who interacts on the Web?: The intersection of users’ personality and social media use. Computers in Human Behavior, 26(2), 247-253.
Farida, SN dan Azizah, N. 2019. Optimization of Corporate Branding Strategy in Higher Education As the Marketing Sustainability: Study at Universitas Pembangunan Nasional (UPN)'Veteran'Jawa Timu . Journal of Economics and Business. 3/2. Pages 910-918.
Ferdinand, Augusty. (2014). Metode Penelitian Manajemen. Edisi kelima. UNDIP Press:Semarang.
Haryanto, a. t. (2020, February 20). Riset: Ada 175,2 Juta Pengguna Internet di Indonesia. Retrieved from https://inet.detik.com: https://inet.detik.com/cyberlife/d-4907674/riset-ada-1752-juta-pengguna-internet-di-indonesia
Hughes, D. R. (2012). A tale of two sites: Twitter vs. Facebook and the personality predictors of social media usage . Computers in Human Behavior, 28 (2), 561-569.
Izaak, W C. (2018). Determinan Loyalitas Nasabah KPR PT. Bank Mandiri, TBK Cabang Surabaya. Jurnal Manajmen dan Bisnis (MEBIS) http://mebis.upnjatim.ac.id/index.php/mebis/issue/view/2 . https://doi.org/10.33005/mebis.v3i1.17
Kaufhold, M.-A. ,. (2020). Rapid relevance classification of social media posts in disasters and emergencies: A system and evaluation featuring active, incremental and online learning. Information Processing & ManagementVolume 57, Issue 1, 102-132.
Khedher, M. (2014). Personal branding phenomenon. International journal of information, business and management, 6(2), , 29-31.
Labrecque, L. I. (2011). Online personal branding: Processes, challenges, and implications. . Journal of Interactive Marketing, 25, 37-50.
Liputan6.com. (2019, January 29). Bonus Demografi Bisa Antar Indonesia Jadi Negara Maju. Retrieved from https://www.liputan6.com/bisnis/ : https://www.liputan6.com/bisnis/read/3882694/bonus-demografi-bisa-antar-indonesia-jadi-negara-maju
Maysam Shafieea, S. G. (2020). Proposing a new framework for personal brand positioning. European Research on Management and Business Economics, volume 26, issue 1, 45-54.
McCrae, R. a. (1992). An introduction to the fiveǦfactor model and its applications. Journal of personality, 60(2), 175- 215.
Moghavvemi, S. ,. (2018). Social media as a complementary learning tool for teaching and learning: The case of youtube. The International Journal of Management Education , 16 (1), 37-42.
Nolan, L. (2015). The impact of executive personal branding on non-profit perception and communications. ublic Relations Review 41 , 288-292.
Rampersad, H. K. (2008). A new blueprint for powerful and authentic personal branding. Performance Improvement, 47(6), 34-37.
Rangarajan, D. B. (2017). Strategic personal branding—And how it pays off. Business Horizons, volume 60, issue 5 , 657-666.
Ryan, T. and Xenos, S . (2011). Who uses Facebook? An investigation into the relationship between the Big Five, shyness, narcissism, loneliness, and Facebook usage. Computers in Human Behavior, 27(5),, 1658-1664.
Ringle, C. M. (n.d.). 2014. Partial Least Squares Sturctural Equation Modeling (PLS-SEM).
Scott, N. D. (2020). The use of social media (some) as a learning tool in healthcare education: An integrative review of the literature. Nurse Education Today, Volume 87, 104-357.
Slavin, R.E. (2016). Educational Psychology: Theory and Practice. New York: Boston Publisher.

Sahputra dan Hadi (2017). Media Pembelajaran Modern Bagi Pendidik Konvensional. Jurnal Manjmen Pendidikan.
Tajudeen, F. P. (2018). Understanding the impact of social media usage among organizations. Information & Management, Volume 55, Issue 3, , 308-321.
Zhang Xing, L. M. (2019). How social media usage affects employees’ job satisfaction and turnover intention: An empirical study in China. Information & Management, volume 56, issue 6 , 103-136.
Zhang, H. ,. (2020). How social-media-enabled co-creation between customers and the firm drives business value? The perspective of organizational learning and social Capital. information & management, volume 57, issue 3 , 103-200.
Zoonen W.V., J. V. (2017). Understanding the consequences of public social media use for work. European Management Journal , 35 , 595-605.
Published
2020-12-29
How to Cite
IZAAK, Wilma Cordelia; AZIZAH, Nurul. PENGGUNAAN MEDIA SOSIAL BRANDING PRIBADI SEBAGAI MEDIA PEMBELAJARAN DALAM MENGEMBANGKAN KETERAMPILAN AKADEMIK TERHADAP PEMBELAJARAN INDEPENDEN DI ERA DIGITAL. Procuratio : Jurnal Ilmiah Manajemen, [S.l.], v. 8, n. 4, p. 440-449, dec. 2020. ISSN 2580-3743. Available at: <http://www.ejournal.pelitaindonesia.ac.id/ojs32/index.php/PROCURATIO/article/view/798>. Date accessed: 19 jan. 2021. doi: https://doi.org/10.35145/procuratio.v8i4.798.

Most read articles by the same author(s)

Obs.: This plugin requires at least one statistics/report plugin to be enabled. If your statistics plugins provide more than one metric then please also select a main metric on the admin's site settings page and/or on the journal manager's settings pages.