MEMAHAMI PERSONAL BRANDING BERDASARKAN THE BIG FIVE PERSONALITY TRAITS (STUDI PADA ANGKATAN KERJA SMK)
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Abstract
The purpose of this research is to understand the effectiveness of personal branding based on the concept of the big
five personality traits, which act as predictors of self-image among vocational high school students. Personal
branding is the process of creating, positioning, and maintaining a positive self-image, which is increasingly relevant
in today’s educational and professional environments, especially for vocational high school students. Personality
traits which reflect individual’s beliefs and tendencies in behavior, are crucial in shaping personal branding. In this
study, the subjects consist of 100 students from SMK X in Tangerang City. Data were collected through an e-survey
using two main instruments: Personal Brand Equity (PBE; Gorbatov et al., 2020), which measures three dimensions
of personal branding—brand appeal, brand differentiation, and brand recognition —and an adaptation of the NEO
Personality Inventory (NEO-PI-R; Costa & McCrae, 1992), which measures five dimensions of personality traits—
neuroticism, extraversion, openness to experience, agreeableness, and conscientiousness. Based on the analysis using
Spearman’s Correlation Test, the results are as follows: (a) personal branding cannot be predicted by the neuroticism
dimension of the personality traits; (b) personal branding can be partially predicted (brand appeal and brand
differentiation dimensions) by the openness to experience dimension of the personality traits; and (c) personal
branding can be predicted as a whole (brand appeal, brand differentiation, and brand recognition dimensions) by the
extraversion, agreeableness, and conscientiousness dimensions of the personality traits. The results of this study have
significant implications for educational institutions and companies in assisting vocational high school students in
developing their personal branding.
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