Abstract :

This research is motivated by the shift in career information authority to digital platforms, which puts young workers in Jakarta under high professional pressure. This study aims to analyze the influence of exposure to @vmuliana’s career education content on TikTok on young workers’ imitation behavior. Using Albert Bandura’s Social Learning Theory, exposure to content is positioned as a stimulant that triggers cognitive processes leading to concrete actions. The research method used was a quantitative, explanatory, positivistic paradigm. Data were collected through questionnaires from 130 respondents selected using a non-probability sampling technique. Data analysis was performed using simple linear regression. The results showed that content exposure had a significant effect of 28.5% on imitation behavior. This finding confirms that the stages of attention, retention, reproduction, and motivation operate effectively in the digital ecosystem. The creator’s authority and credibility as an HR practitioner are key factors that encourage young workers to pursue practical, applicable imitation as a career adaptation strategy. This study concludes that social media has become a dominant informal learning space in shaping the professional behavior standards of young workers in the capital. ​

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Keywords :

Content Exposure, Imitation Behavior, Social Learning Theory, Tiktok, Young Workers.

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