It is necessary to expand social media's involvement in higher education branding, especially for vocational school. This promotional and branding is consistent with the Ministry of Education and Culture's vision. All vocational education institutes are supported and urged by the Director-General of Vocational Studies to inform the public about their advantages constantly. Undoubtedly, a social media management team is needed to manage this. It should be noted that the difficulties ahead are not becoming any simpler. Therefore, it has become more important than ever to work with the leadership of the vocational faculty's social media team. The researcher assumed that TOE and leadership shamans could be sufficient to raise public awareness of the Airlangga University Vocational Faculty's increased branding efforts. Purpose: The function of social media management implementation cannot be isolated from the effect of numerous parties and instruments. The TOE framework describes the management and motivation of social media adoption as a lens. Methodology: Case studies were used in this research. This research employs qualitative methodologies in data collecting through interviews: interviews and document searches to provide a clear image of the Vocational Faculty's social media team implementation at Universitas Airlangga. Findings: Besides being supported by technological, organizational, and environmental factors, the leadership's participation is worthy of discussion. The leadership did not hesitate to discuss and decide the direction of the social media team of the Vocational Faculty of Airlangga University.

Kehidupan modern saat ini memiliki banyak masalah yang dihadapi para pekerja dimana konflik pekerjaan dan keluarga merupakan salah satu faktor yang memiliki pengaruh yang cukup besar. Konflik antara pekerjaan dan keluarga dapat berdampak pada kinerja karyawan. Untuk meningkatkan kinerja sebuah perusahaan dibutuhkan kinerja karyawan yang tinggi. Perusahaan untuk memiliki sumber daya manusia yang memiliki kinerja yang tinggi maka diperlukan kualitas sumber daya manusia yang tinggi dan untuk mendapatkan kualitas sumber daya manusia yang baik diperlukan adanya self efficacy yang tinggi. Penelitian bertujuan untuk menganalisis pengaruh konflik peran ganda terhadap kinerja karyawati di perbankan yang dimoderasi oleh self efficacy. Jenis penelitian adalah penelitian kuantitatif. Populasi penelitian adalah seluruh karyawati yang bekerja di perbankan. Teknik pengumpulan data menggunakan kuesioner dengan mengam-bil 100 responden sesuai dengan kriteria yakni bekerja minimal selama 1 tahun dan sudah menikah. Alat analisis yang digunakan pada penelitian ini menggunakan Moderated Regression Analysis (MRA). Berdasarkan hasil penelitian diperoleh hasil pada model pertama menunjukkan bahwa variabel konflik peran ganda berpengaruh secara negatif dan signifikan terhadap kinerja karyawati. Model kedua menunjukkan bahwa self efficacy berpengaruh secara positif dan signifikan terhadap kinerja karyawati. Model ketiga menunjukkan bahwa self efficacy bukan merupakan variabel pemoderasi antara konflik peran ganda dengan kinerja karyawati.

Modern life today has many problems faced by workers where work and family conflicts are some factors that have a considerable influence. Conflicts between work and family can have an impact on employee performance. To improve the performance of a company requires high employee performance. Companies to have human resources which have high performance, high-quality human resources are needed and to get good quality human resources, high self-efficacy is required. This study aims to analyze the effect of dual role conflict on the performance of female employees in banking which is moderated by self-efficacy. This type of research is quantitative research. The research population is all female employees who work in banking. According to the criteria, the data collection technique used a questionnaire by taking 100 respondents, namely working for at least one year and already married. The analytical tool used in this study uses Moderated Regression Analysis (MRA). Based on the study results, the results in the first model showed that the multiple role conflict variable had a negative and significant effect on employee performance. The second model shows that self-efficacy has a positive and significant effect on employee performance. The third model shows that self-efficacy is not a moderating variable between dual role conflict and employee performance

The focus of this study is to provide empirical evidence of the moderating effect of self efficacy on the relation of multiple role conflict on employee performance. In addition, this study also examines the effect of multiple role conflict and self-efficacy on job performance. One hundred female employees from four commercial/government banks were sampled in this study. Sampling using purposive sampling technique with the criteria have been working for more than one year, married and already have children. Data were collected through questionnaires and processed using Moderated Regression Analysis (MRA). The results showed that multiple role conflicts have a significant negative effect on job performance, self-efficacy has a significant positive effect on job performance. Meanwhile, self-efficacy is not able to weaken or strengthen the influence of multiple role conflicts on job performance, in other words, self-efficacy fails to become a moderating variable in this study.