THE INFLUENCE OF PERSONAL BRANDING, DIGITAL LITERACY, AND LINKEDIN USAGE ON THE WORK READINESS OF FINAL YEAR STUDENTS AT THE FACULTY OF ECONOMICS AND BUSINESS, ISLAMIC UNIVERSITY OF DARUL ‘ULUM LAMONGAN

Abstract

This study aims to examine the influence of Personal Branding, Digital Literacy, and LinkedIn Utilization on the work readiness of final-year students at the Faculty of Economics and Business, Universitas Islam Darul ‘Ulum Lamongan. This research employed a quantitative approach with 71 respondents selected using purposive sampling. Data were collected through questionnaires and analyzed using SPSS version 27 through validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-test, F-test, and coefficient of determination. The results show that Personal Branding, Digital Literacy, and LinkedIn Utilization each have a positive and significant effect on students’ work readiness. Furthermore, these three variables simultaneously have a significant effect on work readiness, with an F-value of 27.112 and a significance value of <0.001. The coefficient of determination shows that Personal Branding, Digital Literacy, and LinkedIn Utilization explain 54.8% of the variation in students’ work readiness, while the remaining 45.2% is explained by other factors outside the study. Therefore, strengthening personal branding, digital literacy, and LinkedIn utilization can help improve students’ readiness and competitiveness in entering the workforce.