Effect of Personal Branding on Perceived Employability: The Mediating Role of Self-Efficacy and the Moderating Role of Career Adaptability among Final-Year Students | Jurnal Informatika Ekonomi Bisnis

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Effect of Personal Branding on Perceived Employability: The Mediating Role of Self-Efficacy and the Moderating Role of Career Adaptability among Final-Year Students

Aura Ashelia Department of Management, Faculty of Economic and Business, Universitas Negeri Padang Syahrizal Department of Management, Faculty of Economic and Business, Universitas Negeri Padang DOI: https://doi.org/10.37034/infeb.v8i2.1401 Keywords: Personal Branding, Self-Efficacy, Career Adaptability, Perceived Employability, Labor Market Abstract In an era of intensifying labor market competition and widespread degree inflation, understanding the psychological and strategic factors that shape graduates' perceived employability has become a critical scholarly concern. This study investigates the role of personal branding in predicting perceived employability among final-year undergraduate students, with self-efficacy as a mediating mechanism and career adaptability as a moderating boundary condition. A quantitative, cross-sectional design was employed, with data collected from 400 final-year students at a Universitas Negeri Padang in West Sumatra, Indonesia, using a structured Likert-scale questionnaire. Hypotheses were tested using Structural Equation Modeling–Partial Least Squares. The results demonstrate that personal branding exerts a significant positive influence on both perceived employability and self-efficacy. Self-efficacy, in turn, significantly predicts perceived employability and fully mediates the personal branding–employability relationship. Furthermore, career adaptability positively moderates this pathway, amplifying the effect of personal branding on perceived employability among students with higher adaptive capacity. These findings extend Social Cognitive Career Theory by elucidating the sequential and conditional mechanisms linking self-presentation strategies to employability perceptions. 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Work Volition and Career Adaptability as Predictors of Employability: Examining a Moderated Mediating Process. Sustainability (Switzerland), 11(24). DOI: https://doi.org/10.3390/su11247089 . Lent, R. W., Brown, S. D., & Hackett, G. (1994). Toward a Unifying Social Cognitive Theory of Career and Academic Interest, Choice, and Performance. Journal of Vocational Behavior. DOI: https://doi.org/10.1006/jvbe.1994.1027 .	Download Published 2026-04-27 Issue Vol. 8, No. 2 (June 2026): Accepted Section Articles How to Cite Ashelia, A., & Syahrizal. (2026). Effect of Personal Branding on Perceived Employability: The Mediating Role of Self-Efficacy and the Moderating Role of Career Adaptability among Final-Year Students. Jurnal Informatika Ekonomi Bisnis, 8(2), 211-216. https://doi.org/10.37034/infeb.v8i2.1401 ACM ACS APA ABNT Chicago Harvard IEEE MLA Turabian Vancouver Download Citation Endnote/Zotero/Mendeley (RIS) BibTeX This work is licensed under a Creative Commons Attribution 4.0 International License.

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