Published: 2026-07-01
Pengaruh Paparan Konten Edukasi Karier di Media Sosial TikTok terhadap Kesiapan Perencanaan Karier Generasi Zelenial di Universitas Bengkulu
DOI: 10.35870/emt.v10i3.7011
Abstract
This study was conducted to analyze the influence of career education content on TikTok social media on the career planning readiness of Generation Z at the University of Bengkulu. This study used career planning content as the Y variable and educational content as the X variable, a widely used test variable. However, in the context of similar research, researchers have limited the research object to only one object of study. The approach used in this study is a quantitative method, a method rarely used in similar research contexts. The use of Generation Z students certainly offers a new perspective, considering that this generation grew up with internet technology and does not need to adapt to digital developments. This study used a quantitative approach, with data obtained through primary data distributed to respondents using a non-probability sampling technique. The data were analyzed using simple linear regression analysis to examine the influence of the test variables, with a significance level of α = 0.005 (5%). This study uses a Probit Regression model as an alternative to modeling the dependent variable, focusing on the Y variable, which has a value of 0 or 1, thus assuming that Y follows a standard normal distribution. This study shows that exposure to career education content on TikTok is accepted and has a positive effect on the career planning of Generation Z at the University of Bengkulu. This study is limited by its population coverage. The researcher did not have a complete list of all active TikTok users within Generation Z at the University of Bengkulu, represented by 110 respondents from the original user base. Therefore, the population was expanded to an infinite size. This study provides implications for whether career education content on TikTok is effective in developing career plans and preparing for the world of work.
Keywords
TikTok; Career Education Content; Career Planning Readiness; Generation Z
Article Information
This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 10 No. 3 (2026)
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Section: Articles
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Published: 2026-07-01
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License: CC BY 4.0
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Copyright: © 2026 Authors
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DOI: 10.35870/emt.v10i3.7011
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Dimas Agus Irawan, Universitas Bengkulu
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Bengkulu, Kota Bengkulu, Provinsi Bengkulu, Indonesia.
Sahara Afrilia, Universitas Bengkulu
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Bengkulu, Kota Bengkulu, Provinsi Bengkulu, Indonesia.
Fajri Saputra, Universitas Bengkulu
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Bengkulu, Kota Bengkulu, Provinsi Bengkulu, Indonesia.
Fickah Nopriyanti, Universitas Bengkulu
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Bengkulu, Kota Bengkulu, Provinsi Bengkulu, Indonesia.
Desvi Yasinta, Universitas Bengkulu
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Bengkulu, Kota Bengkulu, Provinsi Bengkulu, Indonesia.
Zhafif Hidayat, Universitas Bengkulu
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Bengkulu, Kota Bengkulu, Provinsi Bengkulu, Indonesia.
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