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HAFIZA VIRGI HADARA Pengarang ALAMSYAH, S.Sos.,M.I.Kom Dosen Pembimbing 1 Misnan, S.S.,M.I.Kom Anggota 2/Penguji 3 (Agus Hitopa Sukma, S.H.M.I.Kom Ketua Penguji/Penguji 1 Dr. Hiswanti, S.Sos.M.I.Kom Anggota 1/Penguji 2

In this digital era, the development of technology has brought significant changes to human life, especially in how people communicate and present themselves. LinkedIn emerges as a platform that Generation Z can utilize to develop personal branding. This study aims to understand how Generation Z builds personal branding on LinkedIn and the supporting and inhibiting factors they face during the process. This study uses a descriptive qualitative method. Data were obtained through interviews with seven informants who are members of the Book Buddies community actively using LinkedIn. The results show that Generation Z forms personal branding through the introduction of distinctive characteristics in the form of skills, experience, and achievements displayed professionally. A positive self-concept and effective interpersonal communication are fundamental in building personal branding. The obstacles encountered include technical challenges such as privacy concerns and invalid accounts, as well as psychological barriers involving the gap between self-image and ideal self, which causes a lack of confidence on professional platforms like LinkedIn. This study confirms the strategic role of LinkedIn as a digital medium in shaping Generation Z's personal branding in a professional context