Social Media and Personal Branding as Determinants of Motivation among Generation Z Students at Stim Budi Bakti

Abstract

The purpose of this study is to investigate if social media affects Generation Z students at STIM Budi Bakti's motivation and personal branding.  The study takes a quantitative approach, using a computerized questionnaire sent via Google Forms to gather data from primary sources.  There were 134 active Generation Z students enrolled at STIM Budi Bakti who participated in this survey as respondents.  The SPSS software was used to examine the gathered data.  Both independent and dependent variables are included in the study.  Motivation (Y) is the dependent variable, whereas social media (X1) and personal branding (X2) are the independent factors. The results of this study are expected to reveal the extent to which social media contributes to shaping personal branding and how both factors influence student motivation. By understanding these relationships, the study aims to provide insights into how digital platforms can support the development of self-image and drive among Generation Z in academic environments.