Hubungan Antara Personal Branding dengan Kematangan Karir pada Mahasiswa Vokasi Usaha Perjalanan Wisata

Abstract

Personal branding serves as a strategic tool for shaping perceptions and introducing unique characteristics that set individuals apart in the labor market. Those with strong personal branding have a greater chance of entering the job market and achieving more optimal career prospects. The purpose of this study was to examine the relationship between personal branding and career maturity in vocational students majoring in travel business. The number of participants in this study was 308 students. The instruments utilized were the personal branding scale, which was compiled based on the aspects proposed by Montoya (2008), and the career maturity scale, which was compiled based on the aspects proposed by Super (1980). This study employed the Pearson Product Moment test to conduct correlational research. The results demonstrated a significant relationship between personal branding and career maturity, with a value of r = 0.577 and a significance level of p = 0.000. The results indicated a positive correlation between personal branding variables and career maturity in vocational students majoring in travel business.