The Influence of Interactive Portfolio Websites on Students' Self-Branding

Abstract

This study aims to determine the extent to which portfolio website interactivity influences students' self-branding. The interactivity in question includes navigation features, multimedia, responsiveness, and attractive visual design. The research method used is a quantitative approach with a descriptive correlational design. The sample consisted of 42 students from the digital media and visual communication study program who have active portfolio websites. The research instrument used a 5-point Likert scale questionnaire. The results of the validity and reliability tests showed that all statement items were valid and reliable, with a Cronbach's Alpha value of 0.784 for variable X and 0.935 for variable Y. A simple linear regression analysis showed a positive and significant influence between portfolio website interactivity and students' self-branding, with a regression coefficient value of 0.898 and a contribution of 83.8%. These findings confirm that interactive portfolio websites are a strategic medium in shaping students' professional self-image in the digital era.