<![CDATA[Introduction/Main Objectives: Developing the creative industry, particularly the animation subsector, requires employees who can generate, promote, and implement innovative ideas amid technological development and increasing market competition. This study examines the relationships between creative self-efficacy (CSE), knowledge sharing (KS), and innovative work behavior (IWB) among Generation Z employees in Bandung's animation subsector. Background Problems : While creative self-efficacy may encourage innovative behavior, the mechanism through which it contributes to IWB remains insufficiently explored, particularly among Generation Z employees in the animation subsector. Novelty: This study integrates CSE, KS, and IWB by examining KS as a mediating mechanism and extends Social Cognitive Theory to explain how creative self-efficacy contributes to innovative work behavior. Research Methods : This study used a quantitative approach, collecting data from 250 Generation Z employees at Bandung Animation Studios through purposive sampling and analyzing it using SEM-PLS in SmartPLS 4.0. Finding/Results : CSE positively and significantly affected KS (β = 0.596, p < 0.001) and IWB (β = 0.406, p < 0.001), while KS positively and significantly affected IWB (β = 0.507, p < 0.001). The indirect effect of CSE on IWB through KS was significant (β = 0.302, p < 0.001), indicating a complementary mediating mechanism. CSE explained 35.5% of the variance in KS, while CSE and KS jointly explained 66.7% of the variance in IWB. Conclusion : CSE contributes to IWB both directly and indirectly through KS. KS represents an important mechanism linking CSE to IWB. Organizations can support innovative behavior by strengthening employees’ creative confidence and facilitating knowledge exchange and collaboration.]]>
