ABSTRAK
Penelitian ini bertujuan untuk menganalisis pengaruh personal branding dan self efficacy terhadap career satisfaction serta menguji peran perceived employability sebagai variabel moderasi pada pegawai Kantor Otoritas Jasa Keuangan Provinsi Sumatera Selatan. Penelitian ini menggunakan pendekatan kuantitatif dengan data yang diperoleh melalui kuesioner menggunakan skala Likert 1–5. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS) dengan bantuan SmartPLS. Pengujian hipotesis dilakukan melalui bootstrapping dengan kriteria t-statistic > 1,96 dan p-value < 0,05. Hasil penelitian menunjukkan bahwa personal branding berpengaruh positif dan signifikan terhadap career satisfaction. Self efficacy juga berpengaruh positif dan signifikan terhadap career satisfaction. Selain itu, perceived employability berpengaruh positif dan signifikan terhadap career satisfaction. Hasil pengujian moderasi menunjukkan bahwa perceived employability mampu memperkuat secara positif dan signifikan pengaruh personal branding terhadap career satisfaction. Perceived employability juga mampu memperkuat secara positif dan signifikan pengaruh self efficacy terhadap career satisfaction. Dengan demikian, peningkatan personal branding, self efficacy, dan perceived employability dapat mendukung peningkatan career satisfaction pegawai Kantor Otoritas Jasa Keuangan Provinsi Sumatera Selatan.

Kata Kunci: Personal Branding, Self Efficacy, Perceived Employability, Career Satisfaction.

ABSTRACT
This study aims to analyze the effects of personal branding and self-efficacy on career satisfaction and to examine the role of perceived employability as a moderating variable among employees of the Financial Services Authority Office of South Sumatra Province. This study employs a quantitative approach, with data collected through questionnaires using a 1–5 Likert scale. The sampling technique used was purposive sampling. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS. Hypothesis testing was conducted through bootstrapping, with the criteria of a t-statistic > 1.96 and a p-value < 0.05. The results show that personal branding has a positive and significant effect on career satisfaction. Self-efficacy also has a positive and significant effect on career satisfaction. In addition, perceived employability has a positive and significant effect on career satisfaction. The moderation analysis indicates that perceived employability positively and significantly strengthens the effect of personal branding on career satisfaction. Perceived employability also positively and significantly strengthens the effect of self-efficacy on career satisfaction. Thus, improving personal branding, self-efficacy, and perceived employability can contribute to enhancing the career satisfaction of employees at the Financial Services Authority Office of South Sumatra Province.
Keywords: Personal Branding, Self-Efficacy, Perceived Employability, Career Satisfaction.