THE INFLUENCE OF SOCIAL MEDIA BASED EMPLOYER BRANDING, JOB SEARCH SELF-EFFICACY, AND CAREER CENTER SUPPORT ON JOB SEEKING INTENTION AMONG GENERATION Z STUDENTS AT UNIVERSITAS ISLAM RIAU

Abstract

This study examines the influence of social media–based employer branding, job search self-efficacy, and career center support on the job seeking intention of Generation Z students at Universitas Islam Riau. Using a quantitative explanatory survey design, data were collected from 228 respondents selected through purposive sampling. The measurement and structural models were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results show that the model explains 70.5% of the variance in job seeking intention, indicating substantial predictive power. Social media–based employer branding emerges as the strongest predictor, followed by job search self-efficacy with a medium effect, while career center support shows a smaller yet significant influence. These findings highlight the central role of digital employer communication and personal confidence in shaping students’ readiness to engage in job-search activities, while institutional support functions as an enabling factor. The study contributes to the integration of the Theory of Planned Behavior and Social Cognitive Career Theory and offers practical implications for universities, employers, and career-service providers.