Pelatihan Membangun Personal Branding 101 Digital Bagi Siswa SMA Negeri 3 Kota Kupang

Abstract

The rapid development of digital media has positioned social media as a primary space for identity construction among young people. However, the high intensity of social media use among students is not always accompanied by adequate digital literacy and strategic understanding of personal branding. This Community Service Program (Pengabdian kepada Masyarakat) aimed to enhance students’ knowledge and skills in building responsible and strategic digital personal branding. The program was conducted on October 17, 2025, at SMA Negeri 3 Kupang City, involving 36 twelfth-grade students. The activities employed training and workshop methods through interactive lectures, discussions, and hands-on practice in developing personal brand mapping. Program evaluation was carried out using pre-test and post-test instruments to measure participants’ learning outcomes. The results demonstrated a significant improvement in students’ understanding of personal branding concepts, digital footprint management, and social media content planning, as indicated by an increase in the average score from 52 in the pre-test to 86 in the post-test. Furthermore, participants showed increased awareness of the importance of maintaining a positive digital identity as preparation for academic and professional challenges. These findings indicate that digital personal branding training is effective in improving students’ digital literacy and is recommended to be implemented sustainably in other educational institutions.