The Influence of Personal Branding of Koreans, Chinese, Japanese
Expatriates and Indonesian Employees Towards Their Self-
Confidence
Cultural research of Korean, Japanese, Chinese and local employees in Banten
Province Indonesia
Rusman Frendika
1
, Ernie Tisnawati Sule
2
, Maman Kusman
2,3
and Joeliaty Joeliaty
2
1
Sekolah Tinggi Ilmu Ekonomi Al-Khairiyah, Cilegon, Indonesia
2
Doctoral Management Departement, Faculty of Economics and Business, Padjadjaran University, Bandung, Indonesia
3
Indonesian Computer University, Bandung, Indonesia
Keywords: Personal Branding, Personal Values, Cultural Competence, Self-Confidence.
Abstract: The role of personality in work-related behaviors and values has gained renewed attention over the past decade
(Garrod, 2005). As the opening of the free trade era, many local employees feel less confidence to compete
with expatriates. This research investigates the differences of the influence of personal value and cultural
competence towards self confidence whether directly or through personal branding. Based on cross cultural
analysis among expatriate of Korean, Japanese, Chinese and local employees. The ANOVA and SEM AMOS
multiple group analysis used and the empirical finding indicate that the personal branding have negative
impact to self-confidence. Cross cultural analysis found that cultural competence more dominant influence
towards self confidence than personal values between expatriates and local employees.gthens the influence
of Perceived Organizational Support (POS) on Organizational Citizenship Behavior.
1 INTRODUCTION
Along with the opening of the gate of the ASEAN
Economic Community (AEC), it is now possible for
expatriates to work in Indonesia, so in Banten
province. potential conflict of values and culture are
found everywhere, while cultural competency and
self confidence become common problems among
expatriates and local employees. Referring to some
research, low self-esteem due to negative thoughts or
limited self-image, creating a new image of positive
self-image through visualization can lead to increased
confidence. Intensify multicultural conflicts in
knowledge and management (Hofstede and Bond,
1988). According to Bhaskar et al. (2005) expatriates
should have cultural competency, otherwise conflict
of cultural colud arise, which relates to their personal
branding. Reseacher have suggested that basically
self-confidence is one of the personality traits not the
innate or genetic trait and influenced by personal
values and cultural competence in a cross-cultural
way through a personal branding. So This research
will compare cultural competency, self confidence,
and those related variable across different cultural
group of Korean, Chinese, Japanese and local
employees.
2 LITERATURE REVIEW
2.1 Personal Branding, Personal Value,
Cultural Competence, Self-
Confidence
Some opinions about personal branding such as stated
by Peters (1997) that no age, no position, no matter
what business we are in, we must all understand the
importance of branding. Montoya and Vandehey
(2003) said person's unique skills, Mobray, (2009)
states an art in shaping public perception actively. In
contrast to Arruda (2007) stated extract, express,
exude. McNally and Speak, (2002) said
competencies, standards and styles, and Aaker (1999)
said sincerity, excitement, sophistication, ruggedness
804
Frendika, R., Sule, E., Kusman, M. and Joeliaty, J.
The Influence of Personal Branding of Koreans, Chinese, Japanese Expatriates and Indonesian Employees Towards Their Self-Confidence - Cultural research of Korean, Japanese, Chinese
and local employees in Banten Province Indonesia.
In Proceedings of the 1st International Conference on Islamic Economics, Business, and Philanthropy (ICIEBP 2017) - Transforming Islamic Economy and Societies, pages 804-808
ISBN: 978-989-758-315-5
Copyright © 2018 by SCITEPRESS – Science and Technology Publications, Lda. All rights reserved

outdoorsy. And I argue that personal branding is an
effort to build a self image based on competencies
(creative, innovative), standard (workload, ethics),
style (visionary, cooperative), visibilities (optimism,
job target), relevant (mastery of technology,
understood an environment), distinctive (skillful,
sensitivity).
Value refers to Rokeach (1973) and Hofstede
(1988) is beliefs and attitudes which presented the
philosophical basis for the association of fundamental
values. These values vary among different group of
people in different cultures. Kamakura and Mazzon
(1991) has adopted value structure of Schwartz by
grouping into three parts; Achievement, Empaty, and
Hedonism.
Definition of cultural competence according to
some researcher such as Rowley (2010) is integration
and transformation of knowledge about individuals
and groups of people to standard specifications
classified into three types are; cultural awareness,
cultural sensitivity, and cultural adroitness.
Gudykunts and Kim (1992) said intellectual culture
has a direct effect on communication, personality
orientation, self-construals, and individual values
also mediates the influence of cultural
communication. And Bennett's (1993) explains that
an ethnocentric view through a powerful
acknowledgment and acceptance of difference.
And according to Waterman (1980), self-
confidence defined as characteristics of people who
are confident), working effectively, responsible,
planned in doing tasks, and future goals. Glimer
(1978) stated selflessness, tolerance, no need of
others' confession, optimism and no hesitation in
making decisions; dare to face every challenge and be
open to new experiences. Self-confidence is defined
as the positive attitude of an individual that enables
him to develop a positive assessment of himself and
the environment and circumstances he faces.
The objectives of the study are thus, (1) to assess
employee perceptions of personal branding between
local and foreign employee, (2) to assess employee
perceptions of self-confidence between local and
foreign employee.
3 METHODOLOGY
The essence of cross-cultural study is a comparative
study aimed at comparing certain cultural variables
and the consequences or effects of cultural influences,
from two cultural contexts or more. Quantitative
methods were selected to analyse the data generated
from the questionnaire study. The subjected to
analysis using SPSS v.20. An independent-samples t-
test was conducted to compare personal branding
perception scores observed. ANOVA and AMOS
multiple group analysis were used to analyze the
influence of personal values and cultural competence
towards personal branding. Also conducted
investigate of the differences between each level of
the independent variables for expatriates and local
employees. The researcher examined the internal
scale reliability and the scale was found to have good
internal consistency (Alpha = 0.361).
Sample of expatriates (Korean 39, Japanese 33,
Chinese 18) and local employees (60) were
randomized from 115 expatriates and 70 local
employees at 20 chemical industries and 10 steel
industries in Banten Province. A questionnaire was
designed to assess employee personal branding
towards self-confidence. Given a number criteria (1.
Korean, 2. Japanese, 3. Chinese, 4. Indonesian) and
other for lenght of work (1. Year >1, 2. Year<1).
Participant’s involved at this stage in the data
collection process reflected a cross section of
employees from a number of functional areas on site
e.g. maintenance, operations, etc. Participants were
asked to indicate their agreement with each of the 24
items included in personal branding perception
questionaire was assessed using 5-point Likert scale
(1 = worse and 5 = excellent) and self-confidence
perception questionaire was assessed using a 5-point
Likert scale (1 = lowest and 5 = highest).
4 RESULTS
Anova between-groups analysis of variance was
conducted no statistical significance between
personal branding towards self-confidence perception
scores. For personal value [F=5.465.
p=0.002<0.361], cultural competence [F=4.137.
p=0.008<0.361] and personal branding [F=2.435.
p=0.068<0.361], (see Table 1).
Table 1: Output generated from the independent between
group ANOVA.
Sum of
Squares
df Mean
Square
F Sig.
Personal Values 211.067 3 70.356 5.465 .002
1.493.300 116 12.873
1.704.367 119
Cultural
Competence
195.667 3 65.222 4.137 .008
1.828.700 116 15.765
2.024.367 119
Personal
Branding
231.267 3 77.089 2.435 .068
3.672.600 116 31.660
3.903.867 119
The Influence of Personal Branding of Koreans, Chinese, Japanese Expatriates and Indonesian Employees Towards Their Self-Confidence -
Cultural research of Korean, Japanese, Chinese and local employees in Banten Province Indonesia
805

The result indicated that was no significant
difference those variables: personal values, cultural
competence, and personal branding between
expatriates and local employees because p-values <
0.361. In line with Fischer and Smith (2006) that
employees are influenced differently by the
perceptions of fairness depending on their value
orientation; informal communication. In contrast to
Lam (2002) that values play a functional role in all
sorts of work-related processes and outcomes.
Amos multiple group analysis showed that the
influence of personal values toward self-confidence is
negative (ϒ = -0.102) and cultural competence more
dominant influence (ϒ = 0,623), variance of personal
branding (0,365). The contribution of both variable
towards personal branding is (0,365 = 36.5%). Some
studies support the view that labor heterogeneity
improves performance through the use of higher skill
levels, perspectives and problem-solving abilities
(McLeod et al., 1996). And direct influence of
personal values on self-confidence is negative (ϒ = -
0.686), while the direct influence of cultural
competence on self-confidence is positive (ϒ =
0.445), and the personal branding effect on self-
confidence is negative (ϒ = -0.434). Although the
influence of personal values and personal brand
directly or indirectly gives a negative effect, but
cultural competence can give good contribution of
(0.503 = 50.3%). In line with Rajagopal (2009) that
cultural values are most important factors for a strong
brand in a strategic position; culture plays a role in the
personal brand perception of (Aguirre and Rodriguez,
2014); brand concept represents self-improvement,
but does not represent openness (Matzler, 2016). See
table 2.
Table 2. The result matrix Calculation of the Influence of
Personal Values
and Cultural Competence toward Self
Confidence.
Laten Eksogen
Variable
Path
coefficient
T P R
2
Error Variance
Personal values
(
ξ
1
)
-0,686 -3.152 0,002
0,856 0.503
Cultural
Com
p
etence
(
ξ
1
)
0,445 1,922 0,055
Personal
Brandin
g(
η
1
)
-0,434 -2,084 0,037
Source: Results of data processing, Amos 20
From the results showed there is no confidence
differences between expatriates and local employees.
It indicate all groups are less of positive outlook,
realistic goals, and skills because they did not felt as
workers who have the competence and discipline as a
characteristic. On the other hand, they felt confident
if they have a clear status as part of their self-esteem.
These findings support the research that has been
done by Kim (2011) which states that the influence of
personal values as the value of self-transcendence and
self-improvement determine the level of behavior.
Hofstede's claims that most Chinese adhere to respect
certain rules. Researchers suggest that personal
branding as a variable intermediary to confidence.
For example, an employee who lacks confidence,
even if he/she has a good attitude, high performance,
good personality, etc., he/she will not have high self-
confidence, because he/she has not felt as personal
brand. But if he/she has the competence, style, work
standard, visibility, consistency, relevance, and
realization as personal brand, then he/she will have
high confidence.
As discussed earlier, that cultural competence can
increase employee confidence in building positive
outlook, realistic goals, skills, self-esteem, and self-
evaluation. Nevertheless, it makes sense that the
needs of personal values and cultural competencies
are expected to have a profound effect on the personal
brand of labor, thereby encouraging high self-
confidence. In line with Rowley (2010) which states
that the unique competencies, skills and abilities
essential for effectively responding to people of
different cultures, languages, classes, races, ethnic
backgrounds, religions and diversity factors Others.
Researcher suggest the workforce has
achievement, empathy, hedonism, humility,
cooperation, and responsibility in improving personal
value, especially Chinese and Indonesian. And have
cultural awareness, cultural sensitivity, cultural
prowess, cultural knowledge, solution skills, and
internalization attitudes that can enhance cultural
competence. Long-term orientation is a characteristic
of China's most remarkable culture, which is the
reason for standard ethics in Chinese society (Tsui,
2001). Early empirical evidence conducted by Lam
(2012) suggests a positive relationship between the
appropriateness of personal brands and consumer
brands across cultures, but the strongest relationship
is moderated by cultural orientation. Many scholars
have also examined the influence of cultural values
on brand awareness and came to the conclusion that
values have a significant influence (Paasovaara et al.,
2012). Finally, personal branding as a single variable
representing personal values and cultural competence
as well as helping in improving employee confidence.
5 CONCLUSIONS
This study provides empirical evidence showing that
the personal branding setting itself is not only a key
aspect of the case, but if it is described to support the
ICIEBP 2017 - 1st International Conference on Islamic Economics, Business and Philanthropy
806

characters needed for self-improvement, its attributes
have the capacity to encourage excellent self-
confidence. We also point out that all employees have
to pay attention to the base-country culture. This is an
important implication because it supports stronger
confidence, that every foreign worker must
understand the basic culture of the State where they
work. According to Nolan et al. (2016), found that
confidence gains are in tune with the expansion of
professionals that include acquisition of knowledge
and skills as human capital, participation in
collaborative learning community networks as social
capital, and the ability to exercise professional rights
as decision capital. This process helps develop and
strengthen individual skills and create a learning-
focused climate (Jones, 2002).
There are several limitations that can be identified
for current research. First, generalize these results to
a wider population problematic because the findings
are based on small employees and small areas.
Nevertheless, this study should be replicated with
larger and more professional samples. Secondly, only
employees from four countries (Korea, Japan, China,
and Indonesia) were observed. The last limitation,
other variables of religion and family background
have not been identified. Future studies should seek
to expand and deeply analyze the unidentified
variables (religion and family background) that affect
an employee's self-confidence. Both variables have
an important role in shaping confidence.
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