Pengaruh Paparan Konten Pencapaian di LinkedIn terhadap Job Search Self-Efficacy Behavior dan Job Search Self-Efficacy Outcome melalui Upward Social Comparison pada Mahasiswa Akhir dan Fresh Graduate Universitas Gadjah Mada

Muhammad Ahid Faiqul Mubarak, Diah Retno Wulandaru, Dr., Dra., MBA.

2026 | Skripsi | MANAJEMEN

Penelitian ini bertujuan untuk menganalisis pengaruh paparan konten pencapaian profesional di LinkedIn terhadap Job Search Self-Efficacy Behavior (JSSE-B) dan Job Search Self-Efficacy Outcome (JSSE-O) melalui Upward Social Comparison (USC) pada mahasiswa akhir dan fresh graduate Universitas Gadjah Mada. Latar belakang penelitian didasarkan pada semakin pentingnya LinkedIn sebagai media sosial profesional yang digunakan untuk membangun identitas karier, mencari informasi pekerjaan, dan memperluas jaringan profesional. Paparan terhadap unggahan pencapaian profesional pengguna lain berpotensi mendorong terjadinya USC, yaitu kecenderungan membandingkan diri dengan individu yang dianggap memiliki pencapaian lebih tinggi. Berdasarkan Self-Efficacy Theory dan Social Comparison Theory, penelitian ini menguji bagaimana proses perbandingan sosial tersebut memengaruhi keyakinan individu dalam menjalankan aktivitas pencarian kerja maupun dalam memperoleh hasil yang diharapkan dari proses tersebut. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap mahasiswa akhir dan fresh graduate Universitas Gadjah Mada yang aktif menggunakan LinkedIn, serta dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa paparan konten pencapaian profesional di LinkedIn berpengaruh positif dan signifikan terhadap USC. Selain itu, USC terbukti berpengaruh positif terhadap JSSE-B dan JSSE-O serta memediasi hubungan antara paparan konten pencapaian di LinkedIn dengan kedua dimensi JSSE tersebut. Temuan ini menunjukkan bahwa paparan pencapaian profesional di LinkedIn dapat berfungsi sebagai sumber pembelajaran dan motivasi yang meningkatkan keyakinan mahasiswa dan fresh graduate dalam menghadapi proses pencarian kerja, khususnya ketika pencapaian tersebut dipersepsikan sebagai sesuatu yang relevan dan dapat dicapai.

This study aims to examine the effect of exposure to professional achievement content on LinkedIn on Job Search Self-Efficacy Behavior (JSSE-B) and Job Search Self-Efficacy Outcome (JSSE-O) through the mechanism of Upward Social Comparison (USC) among final-year students and fresh graduates at Universitas Gadjah Mada. The study is motivated by the growing importance of LinkedIn as a professional social networking platform used to build career identities, access employment information, and expand professional networks. Exposure to other users’ professional achievements may encourage upward social comparison, a tendency to evaluate oneself against individuals perceived as more successful. Drawing upon Self-Efficacy Theory and Social Comparison Theory, this study investigates how such social comparison processes influence individuals’ confidence in performing job search activities and achieving desired employment outcomes. This study employs a quantitative approach using a survey method targeting final-year students and fresh graduates of Universitas Gadjah Mada who actively use LinkedIn. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that exposure to professional achievement content on LinkedIn has a positive and significant effect on upward social comparison. Furthermore, upward social comparison positively influences both Job Search Self-Efficacy Behavior and Job Search Self-Efficacy Outcome and significantly mediates the relationship between exposure to achievement-related content on LinkedIn and these two dimensions of job search self-efficacy. These findings suggest that exposure to professional achievements on LinkedIn can serve as a source of learning and motivation that strengthens students’ and fresh graduates’ confidence in navigating the job search process, particularly when such achievements are perceived as relevant and attainable.

Kata Kunci : LinkedIn, job search self-efficacy, job search self-efficacy behavior, job search self-efficacy outcome, upward social comparison, transisi karier.