Analysis Personal Branding Fashion Student State University Semarang Through Dress Style

Abstract

This research is motivated by the inconsistency of the dress style of Semarang State University students with dress etiquette in the campus environment. There is a gap between academic values that uphold decency and the reality of student behavior that tends to prioritize fashion trends without considering the suitability of the context, place and time. This phenomenon shows the urgency to instill an adaptive attitude in dressing as a reflection of the character and professional maturity of students in the academic space. In the digital era and the industrial revolution 4.0, Personal Branding is a crucial instrument in building a professional image, where the style of dress plays a role as a person's identity, competence, and authority. This study aims to analyze the personal branding of students of Fashion Education at Semarang State University. The research method used is quantitative descriptive. The research population includes 368 students of Fashion Education at Semarang State University from 2022 to 2025, with a sample of 192 determined through simple random sampling techniques (5% error rate). Data was collected through a questionnaire that measured five indicators: Consistency, Authority, Relevant, Visibility, and Goodwill. The statistical analysis technique uses the clustering  method and the K-Means algorithm. The results of the study showed that Semarang State University Fashion Education students had  a high Personal Branding Level  with an overall average score of 3.73. This emphasizes that students place more emphasis on the substance of ethics, role relevance, and professionalism rather than just striking visual appearances. Statistically, the test results of the instrument were declared valid and reliable with a Cronbach's Alpha value  of 0.930. Based on these results, students are advised to continue to improve consistency in aligning fashion trends with academic ethics in order to maintain the credibility of the Personal Branding that has been formed.