Author(s): Rusman Frendika, Ernie Tisnawati Sule, Maman Kusman, JoeliatyThe 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 through personal branding. Based on cross cultural analysis among expatriate of Korean, Japanese, Chinese and local employees in the chemical industry in 2017 at the operational level in Banten Province-Indonesia. And fit the criteria of the companies are as many as 30 foreign capital companies engaged in manufacturing with a total workforce of 12,165 people. Because in this research the sample is labor in operational level, hence based on data of labor at operational level is 1,496 people consisting of expatriates as much 124 people and local workforce as much 1.372 people. So the size of the sample is too large, can be taken 10%-15% depending on the ability of researchers viewed from time and the size of the risk borne by researchers. 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 selfconfidence than personal values between expatriates and local employees.