Pengaruh Personal Branding dan Self Efficacy terhadap Kesiapan Kerja Generasi Z di Kabupaten Tasikmalaya

Abstract

The elevated rate of open unemployment combined with fierce job competition in the digital era necessitates that Generation Z develop optimal work readiness. This study investigates the impact of personal branding and self-efficacy on the work readiness of Generation Z in Tasikmalaya Regency. Employing an associative causal quantitative design, the research sampled 96 respondents determined via a sample size formula at a 95% confidence level. Data collection was carried out through online questionnaires, followed by multiple linear regression analysis using SPSS 25. The empirical findings reveal that, partially, personal branding does not significantly influence work readiness (t = 0.575, p = 0.567 > 0.05). In contrast, self-efficacy exerts a significant and positive effect, serving as the dominant internal driver of work readiness (t = 5.957, p = 0.000 < 0.05). Simultaneously, both independent variables significantly affect work readiness (F = 39.84, p = 0.000 < 0.05) with an R Square value of 36.5%, leaving the remaining 63.5% to be explained by external factors. Therefore, educational institutions are highly encouraged to prioritize initiatives that foster students' psychological resilience and self-confidence.