Pengaruh Konten Feeds Instagram Terhadap Pembentukan Personal Branding Mahasiswa Gizi Sekolah Vokasi IPB University

Abstract

The development of social media has changed the way students build their professional identities, including through the use of Instagram as a self-curation space. For Nutrition students, the educational and visual content displayed on their Feeds not only reflects creativity but also has the potential to shape their professional image as future healthcare professionals. This study was conducted to analyze the influence of Instagram feed content on the Personal  Branding  of Nutrition students at the Vocational School of IPB University. The research focused on how content characteristics, including visual quality, upload consistency, educational value, and delivery style, relate to the competence, professionalism, and credibility perceived from student accounts. The study used a quantitative approach with a 1–5 Likert-scale questionnaire and non-participatory observation of respondents' Instagram accounts. The study sample consisted of 125 active students of the Nutrition Study Program. Data were analyzed using validity, reliability, normality, linearity, and simple linear regression tests using SPSS. The validity test results showed that all indicators in the Instagram Feed Content (X) and Personal  Branding  (Y) variables were valid. The reliability test also showed a Cronbach's Alpha value above 0.70, thus the instrument was declared reliable. The results of the linearity test indicate a linear relationship between variables X and Y, indicated by a significance value of 0.000 for the linearity component. Meanwhile, the deviation from linearity of 0.054 indicates no deviation from the linear pattern. However, the results of the simple linear regression test indicate that the Instagram Feed Content variable has no significant effect on students' Personal  Branding , with a significance value of 0.100 (>0.05). This finding indicates that although the relationship between the two variables is linear, the influence of feed content on Personal  Branding  is not statistically strong. This indicates that the formation of students' Personal  Branding  is not solely determined by the visual aspects and content on Instagram, but may be more influenced by other factors such as social interactions, academic experience, offline reputation, and community activities. This study emphasizes the importance of a multifactorial approach in building the Personal  Branding  of Nutrition students. Instagram can be a supporting medium, but it cannot stand alone as the primary determinant of one's professional image.